When consumers make their first purchase of a product, the packaging often plays a crucial role.
According to Nielsen's estimate, an outstanding packaging design can bring up to 50 times the return on investment compared to a regular advertising campaign. This is even more important for private labels striving for "blockbuster" status. Therefore, to enhance the purchase conversion rate of private labels, one of the key points is that the packaging must be able to accurately convey product selling points in an instant (less than 7 seconds) and quickly establish a sense of quality trust. This is not only the key to enhancing competitiveness but also a direct manifestation of its original intention to streamline processes and maximize benefits for consumers.
So, how do those successful retailer private labels cast their "packaging magic" to win consumers' favor?
1. Simple and Direct Labeling Method: Hitting the Core Selling Points
Unlike manufacturer brands that focus on specific categories or star products, private labels often have product lines spanning multiple categories and containing numerous individual items. In the limited shelf space and with consumers' limited attention, quickly conveying the core selling points of the product becomes the primary task in packaging design.
Take Simple Truth, the private label of Kroger, the third-largest retailer in the United States, for example. It focuses on the concept of natural and healthy, with simple and authentic packaging that allows consumers to understand at a glance. In China, Hema's organic pure oat flakes, through a simple green health logo and a 100% organic label design, accurately target consumers who pursue organic and healthy products and effectively convey the core value of the product.
2. Authentic and Credible Identity Certification: Building Quality Trust
In addition to clear nutritional value and health level indications, showing consumers the production process and quality control process of the product, and even sharing the story behind the product, is also an important means to build quality trust.
During the Mid-Autumn Festival, Tianyou, the private label of Tianhong Supermarket, launched a high-end bird's nest gift box. It adopted a transparent window design and an exclusive traceability code, allowing consumers to directly see the contents of the bird's nest and trace the source and production process of the bird's nest by scanning the code, which greatly enhanced consumers' purchasing confidence.
3. Creating a High Premium Sense with Creativity: Enhancing Quality Perception
Good packaging not only increases the value perception of the product but also gives consumers a shopping experience that exceeds expectations. Although low-cost and simple packaging is common in low-priced products, packaging integrated with creative design can subtly enhance the sense of quality and make the product more attractive.
The chili sauce series of Lidl, a German discount store, with its bright colors and exotic graphic patterns with fine brushstrokes, not only clearly conveys the flavor characteristics of the product but also implies the high quality of the raw materials and the authenticity of the taste, successfully embodying the brand image of high cost-performance.
4. Keeping Fresh to Maintain Quality: Keeping Up with Fashion Trends
With the changes in fashion trends and the social environment, outdated packaging designs can seriously affect consumers' perception of the freshness and quality of the product. Therefore, product packaging needs to be upgraded and iterated regularly, incorporating trendy elements to meet consumers' aesthetic demands.
In recent years, the Chinese trendy style has been highly popular in the consumer goods market. Tianqu, the mid-range food private label of Yonghui, in collaboration with the Daman design team, launched the City Noodle series. By combining traditional Chinese elements with current fashion trends and featuring local characteristic noodles and cultural landscapes on the packaging, it creates an emotional resonance between consumers and the product, allowing consumers to feel as if they are traveling through different places and enjoying the warm experience of authentic cuisine.
Post time: Dec-04-2024
