A product unseen by consumers can’t be sold, regardless of how life-changing or innovative it may be. A study conducted by PRW found that “unseen is unsold.”

Strong visibility can come in beautiful photos, a compelling testimonial, or even a witty tagline. It can also involve ergonomic designs and sustainable packaging materials.

Branding

Branding allows you to communicate a product’s benefits in ways that can stand out among the competition and generate consumer interest. This is particularly important for brands offering unique value propositions, such as eco-friendly products or health-related goods.

Adding branding to packaging can elevate the product’s perceived value and inspire customer loyalty. Consider how the “Share a Coke” campaign promoted the brand’s message and created a memorable experience for consumers.

Packaging and design solutions can incorporate interactive and smart packaging technologies that increase consumer engagement. The technology might include augmented reality, QR codes, and tracking capabilities that alert consumers to product information or promotions. Smart packaging can also notify consumers of tampering or shelf-life expiration. These features help ensure that consumers receive the highest quality products online.

Design

A good design can add value to your product, making it more attractive and engaging to your customers. This can be achieved through creative branding solutions and engaging graphic design, but also through focusing on the utility of your product.

For example, Coca-Cola’s famous ‘Share a Coke’ campaign created an engaging design that made it easy for consumers to connect with the brand in their local area. Other examples include Aleph Apparel’s upcycle box, which turns into a coat hanger without glue.

In addition to creating a captivating aesthetic, design can help you save on production costs by increasing the visibility of your operations and logistics. This can be done by leveraging the benefits of visual analytics to track and analyze performance against KPIs.

Functionality

The functionality of something is its ability to do the job it’s meant to do. For example, your new smartphone won’t be useful if it can’t send text messages.

Whether you’re creating packaging for retail or e-commerce, the design must protect the product and communicate important information. In-store retail packaging must stand out to retail customers in the limited seconds they have to make decisions. In contrast, e-commerce packaging must be easy to open and attractive without encouraging theft or attracting unwanted attention.

Innovative functionalities include interactive and smart packaging technologies. For example, augmented reality and QR codes offer additional product information or promotions while tracking capabilities and sensors provide real-time information such as freshness or tampering.

Packaging Materials

The choice of materials for your packaging can significantly impact its visibility. For example, choosing a color that contrasts with the dominant colors of competitors can help your product stand out on the shelf. 

Adding instructions or a clear window to the packaging can also improve product visibility and allow customers to inspect their purchases in real time. Many companies use this type of packaging to highlight key product features and inform buyers about usage instructions.

Additionally, incorporating recycled materials in your packaging can help improve product visibility while reducing environmental impacts. For example, using PCR Polyethylene Terephthalate (PET) plastic boxes for your product can increase perceived value while being recyclable.

Sustainability

Consumers increasingly want to buy sustainably, especially Millennials and Gen Z. Companies should promote their sustainability practices and environmental awareness to appeal to this group. This will attract environmentally conscious consumers, who may be willing to pay more for your product or service.

Moreover, incorporating sustainable practices and promoting environmental awareness can increase product value, making it easier to justify higher prices to price-conscious customers. As a result, the demand for your products will grow, and you can capture more revenue in the long run.

Further, the visibility of your products can be enhanced through implementing sustainability initiatives and publishing ESG/SRI reports. These reports can communicate your commitment to sustainability and social responsibility, attracting investors who seek companies with high ESG ratings. This will improve your ESG rating, ultimately increasing investor interest and boosting your company’s profitability.