Functional packaging: what is it?
We all find our eyes wandering to certain products on the shelves thanks to eye-catching marketing, but you may be surprised at what stays with customers beyond the store. Product quality is obviously important, but the quality of the product also includes its packaging.
We’ve touched before on how packaging design influences people’s brand perception of you. Whether you’re packaging retail food for the shelves or creating B2B packaging, the container really influences how people see your brand. Here we’re focusing more on the practicalities by diving into functional packaging and how much of an impact it can have on your brand perception. From cereal boxes to vitamin containers, functional packaging has it covered. Let’s get into it.
Functional packaging explained
Anything that practically and safely wraps products up for your customers can be considered functional packaging, but what sets it apart from the rest is the customer impact. Good functional packaging keeps products fresh and preserves and protects them for a longer shelf life. But it’s designed to impact your customers more directly by making their lives easier in some way– or rather, not making it harder. An added convenience factor goes a long way in creating a positive brand experience for them.
You want functional packaging to be as usable as possible. Smart, thoughtful functional packaging can impress with easy-to-use features like:
- Resealable pouches or seals
- Easy-access clips
- Easy tear options
- Ergonomic handles
- Reactive labels
Unique standouts like these are what makes a difference to customers, not to mention builds up their confidence in the purchase quality. A purchase is going to stick with them more if the packaging is easier to open, has an added purpose, or gives a fun experience.
Making it convenient for the customer
Customers aren’t looking to spend their hard-earned money on something that they can’t even get out of the box or on damaged goods. Well-designed functional packaging goes a long way in enhancing brand perception long after the visuals drew them in. Brand loyalty comes into play when purchasing and even the container buys come in can make or break future decisions. You have a lot of power to impact their future purchasing decisions, so boost their buying confidence by finding a way to package goods safely, beautifully, and in a way that creates a fun experience. Now that’s impactful!
Appealing to Customers Through Sustainability
Something else to consider is making your packaging eco-friendly. More and more buyers are thinking green thanks to climate change, so providing functional packaging that reduces environmental impact is a big way to build trust.
Customers love buying products from companies that show they’re committed to sustainability. Show them you’re aligned with their values by using sustainable functional packaging that reduces pollution and carbon emissions. You can make your packaging out of renewable materials, or design it to be:
- Recyclable
- Biodegradable
- Reusable
- Compostable
The more you consciously show customers your commitment to reducing environmental impact, the more you show you care. That’s what brings customers back in the end.
Business benefits: the bottom line
We’ve talked about benefits to the customer. Now let’s talk about how functional packaging is good for your business. It protects the product on the way to the customer, sure, but it’s important to maintain the quality of your products, too.
Pharmaceuticals, for example, have to be kept safe and secure, so they need unique features for quality control and to ensure customer safety. Without that, you’d forfeit customer trust.
It’s also important to design packaging to maximize shelf life. You need to keep products safe from moisture, light, and air to get them into customers’ hands in great condition (and cut potential losses from damage).
Packaging it all together
Functional packaging does more than just protect your product—it shapes how customers experience the brand. It reinforces your brand’s rep and ups buyer satisfaction when done right and can even score you major efficiency and sustainability wins for your business. It’s smart design that has a lasting impact on your brand and your customers.