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All About Packaging

The document emphasizes the critical role of packaging in influencing consumer purchase decisions, highlighting that 70% of such decisions occur at the shelf. It outlines strategies for FMCG brands to enhance their packaging design, including capturing attention quickly, evoking emotions, simplifying messaging, aligning with market positioning, and optimizing for both retail and e-commerce. The author, Kinnari Gala, offers insights and a free packaging audit to help brands improve their packaging effectiveness and drive sales.

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28 views16 pages

All About Packaging

The document emphasizes the critical role of packaging in influencing consumer purchase decisions, highlighting that 70% of such decisions occur at the shelf. It outlines strategies for FMCG brands to enhance their packaging design, including capturing attention quickly, evoking emotions, simplifying messaging, aligning with market positioning, and optimizing for both retail and e-commerce. The author, Kinnari Gala, offers insights and a free packaging audit to help brands improve their packaging effectiveness and drive sales.

Uploaded by

sreakysrns
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Sead oli: FOR FMCG BRANDS 10 TURN PACKAGING INTO A\SALES MAGNET Ua Toller ells] (3) linkedin.com/kinnarigala Did you know that 70% of purchase decisions are made at the shelf? Your packaging is the first (and sometimes the only) opportunity to convince a customer to choose your product over competitors. Yet, many FMCG brands fail to leverage packaging as a powerful marketing tool. These are the most common practices, yet most brands fail to translate this well in their packaging design. You might know all this, but are you really following it on your packaging? & all about packaging The global FMCG market is expanding at an unprecedented rate. With a projected CAGR of 5.4%, the industry is set to reach $15 trillion by 2025. The explosion of new brands, growing consumer demand for innovation, and the rise of e-commerce have made competition fiercer than ever. Amidst this crowded landscape, packaging has emerged as the ultimate differentiator - the silent salesman that influences purchasing decisions before a single word is spoken. Brands that fail to invest in strategic packaging risk being lost in the noise, while those that understand its power are commanding higher sales, brand loyalty, and premium pricing. Hi! 1am Kinnari Gala founder - all about packaging I'm a Branding & Packaging Expert. I’m on a mission to create market leading packaging designs for FMCG Brands across the globe, who aspire to become market leaders. More about me towards the end. Right now, it’s about YOU! Hello! And welcome to the wonderful world of packaging. Whether you're an FMCG business owner, a student, or just a curious soul checking out what I’m up to (haha - just kidding!), you are all welcome here! This book is an easy read, but a powerful one. If you truly understand and apply what's inside, your packaging can transform into a money magnet for your business. So far, you've read about the background and power of packaging. But now, we're shifting gears. The next five steps will help you assess your current packaging, guide you through improvements, and set you on the right path to packaging success. I've kept things simple and actionable - so don't worry, you won't feel overwhelmed or confused. But before you dive in, here’s a checklist to get the most out of this guide: J Grab your current product packaging. Jv Keep a notepad handy to jot down insights, ideas and action points. J Be open to assessing your packaging objectively - this guide is here to help you improve! Ready? Let’s get started and unlock the true potential of your packaging! #7 CAPTURE ATTENTION IN 3 SECONDS Think of a retail shelf as a battlefield, wnere hundreds of products fight for a consumer's split-second attention. If your packaging doesn’t command focus instantly, it fades into the background, becoming just another blur in the shopping experience. It’s like speed dating - your product has just a few seconds to make a great first impression before the customer moves on. | Task for you: Stand 3 feet away from your Product on a shelf (or Place it among competitors). Does it stand out in 3 seconds? If not reconsider your visual hierarchy. Key Takeaway: ¢ Design packaging that immediately grabs attention with bold visuals and clear messaging. Ensure your USP (Unique Selling Proposition) is visible within 3 seconds of shelf exposure. TRIGGER CONSUMER EMOTIONS Consumers don't just buy products; they buy feelings, memories, and aspirations. Ever noticed how a rustic, earthy-toned package makes you feel like the product is “natural” and “handmade,” even if it’s mass-produced? Or how black and gold packaging immediately signals “luxury”? This is the power of emotional storytelling through design. I Task for you: Ask 5-10 ic customers what emotions yan! eaeog evokes at first glance, their answers don't align with your brand message, it may be time for a redesign, Key Takeaway: * Use colors strategically (e.g., green = health, red = urgency, blue = trust). ¢ Fonts should align with the brand persona (playful vs. premium vs. serious). * Visuals on packaging increase emotional connection by 43%. SIMPLIFY & CLARIFY YOUR MESSAGE Imagine walking into a store and seeing a product with a cluttered label, overloaded with information, fancy fonts, and too many images. It’s like trying to read a novel while driving past a billboard. If a consumer can’t understand your product's key benefit in an Key Takeaway: instant, they'll move on. ¢ Avoid clutter: Every element should have a clear purpose. I ¢ Product benefits should be instantly recognisable. pita pote your * Ensure readability from 5 seconds and ask ra cm 3 feet away on the shelf. they remember. Tf th Hi : ley cr recall Your product's key ice simplify it further. ‘ ALIGN PACKAGING WITH MARKET POSITIONING Your packaging is more than just an outer shell - it’s a promise of value. If a consumer picks up a product labeled as “premium” but feels flimsy or looks generic, doubt creeps in. The perceived value must match the price tag, or the customer walks away. Imagine buying a luxury watch that comes in a plastic case Key Takeaway: instead of a velvet-lined box - + Mass-market products need the dissonance between bold visuals and competitive expectation and reality leads pricing highlights. to lost trust. * Premium products need f minimalistic design, i terials, and rich Tashiro premium ma , heer Paes product textures. Price point. Does it look a * Conduct a competitive Srersive or cheaper? Tf it doesn't analysis before finalizing latch consumer expectations, the design. refine your Packagit A ging mate design ng materials and elements. OPTIMISE FOR RETAIL & E-COMMERCE Your packaging needs to work double duty - it should look impactful ona retail shelfand =|) perform well in an online listing. — a The rules of physical retail don’t —_ 7 always apply online, where consumers scroll past hundreds of options. What looks stunning a on a supermarket aisle may shrink into an unrecognizable blur when viewed as a small Key Takeaway: digital thumbnail. Brands that * Ensure strong shelf impact ignore this reality risk losing (for retail) and thumbnail potential online buyers before clarity (for online stores). they even click. * Avoid reflective surfaces [ that don't photograph well Task for you: for e-commerce. q Fai Gra eet as * 75% of online shoppers ine, ae ve pepe clearly see your rely on packaging visuals oe name and key product before purchasing. enefits? If not, adjust your design for better digital visibility. | a ¥ = BONUS te | TIP: TEST, ITERATE AND ADAPT Even the best packaging designs need continuous refinement. Consumer preferences shift, competitors evolve, and market trends change. Regularly gather feedback from customers, conduct A/B tests, and stay updated on design innovations in your industry. Remember, packaging is not a one-time fix but an ongoing strategy for market oo success. SPECIAL NOTE @ | hope this book has brought you value and will help your current packaging make more money for you! Remember, packaging isn’t just a wrapper - it’s your first handshake with the customer, your silent salesman, and a powerful brand builder all in one. Like | said at the start of this e-book, I'm on a mission to create market-leading packaging designs for FMCG Brands across the globe, who aspire to become market leaders. Thank you for being a part of my journey. Your time and effort in reading this guide mean a lot, and I hope it has given you clarity and direction. Since you've stayed with me and gained insights from this book, I want to offer you something more... A FREE AUDIT OF YOUR PACKAGING! If you wish to go for this, all you have to do is: s Email us photos of your product packaging (from all sides), along with photos of 3 of your competitors' packaging. ul | will personally audit your packaging and send you a detailed PDF report with insights and improvement recommendations. »& Send your email to: [email protected] This is my way of helping ambitious brands like yours take their packaging to the next level. Let’s make sure your packaging isn’t just another product on the shelf, but a magnet that draws in customers and drives sales! # Tia

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