Why Product Packaging Can Rock!
This 5 minute video is presented by Gareth from AMZPro. It discusses why packaging can be useful to Amazon sellers, and how sellers might use it in a creative manner.
Product packaging is often overlooked by sellers on Amazon. But why do the majority of sellers not choose to use it?
The main reason is often cited as cost.
At the production phase that extra pound (or dollar) on top, can seem like a lot to spend. Giving packaging a miss can feel like a prudent way to cut cost and achieve a bit more profit.
Yet, for some Amazon brands this might be a mistake. Especially if they’re launching into competitive niches.
A private label seller needs every advantage to stand out in the listings. Packaging can be an effective way to achieve it.
It can be a bit like an ace card, by making a product look different in a crowded marketplace. It may end up being worth more than the small amount extra it cost to produce.
Key benefits of product packaging:
- Differentiate a product from other similar items visually in the Amazon search results.
- Adds greater perceived value which can help achieve a higher retail price.
- Can help persuade customers to buy.
Before we delve deeper into the creative side of packaging, let’s cover the basics.
Sellers must include any legal information required for the product.
This might include: Product directions, ingredients, manufacturer address, quantity or volume and so on. Do this first.
- Create a check list for all the legal requirements for your product category.
- Include this information on the product and packaging so that it’s compliant with Amazon.
With that covered, now you can get creative!
Think of packaging not just as something to protect your product, but an advertisement. If you’re working with a box design – its’ almost a 3-dimensional advert.
9 ways you can design Amazon packaging to sell.
- Stand Out Design – Attract people’s attention with colours, shapes and textures. Create a design that will appeal to your target audience and represent your brand in a favourable way. If it’s gong to appear as part of your first image, ensure the design works well at Amazon’s common image sizes. This is 160 x 160 pixels in search listings (and occasionally 190 x 246 pixels). Review the design at these reduced sizes during the design process. Create something that looks great at 2000 pixels square on a product page, and also works small next to a page full of competitors products.
- Talk Benefits – Include key benefits on the packaging. If your product ‘assembles in seconds’ or is ‘super easy to clean’ then tell people about that. Make sure the copy is short and snappy.
- Use People – Consider using a model to represent your target customer on the packaging. Or somebody who could appeal to your target market. Images of people on packaging can be an effective way to catch the eye of customers browsing on Amazon. It can also be a practical way to show scale and the product’s uses (See #5)
- Include a URL – Put a link on the packaging and have a call to action. If customers can sign up to extend a guarantee or get a value-add, promoting a URL with a call to action can be useful to build email lists. Remember most people will require some sort of motivation to visit your URL.
- Show Uses – Use images, icons or text to show how the product can be used. If it’s used at home, at the beach or up a mountain, try and represent that visually. A model using the product, can help demonstrate its purpose too.
- Guarantees and Badging – They can help packaging jump out in the listings and make the product appear more reliable or trusted. Guarantees can reduce resistance to buy by removing risk. Badging can help attract the eye and promote a deal. Both are techniques conversion experts will use on web sites. You can do the same on your packaging.
- Sound Bites – Consider adding short testimonials from happy customers on the packaging. If a customer said: “Best potato peeler I’ve used in 30 years as a chef’. That could be a great testimonial to include.
- Brand Identity Tagline – If you’re BMW its ‘The Ultimate Driving Machine’. L’Oréal say “Because You’re Worth It”. Add your brand identity statement onto your packaging. If you don’t have one, then maybe you can work on creating one.
- Awesome Pack Shot – Get a photo of the packaging done in the most favourable way you can. Use a plain white background, good lighting and make it easy to cut-out from the background. If it’s easier to get a high quality 3D render produced, this can work too. The final image wants to be sharp, vibrant, clickable and appeal to your customers.
Product packaging on Amazon wants to catch the eye, sell the product and stand out in the listings.
A word of warning – don’t expect a freelance graphic designer to be able to achieve all of this for you on their own.
Work on the content and craft sales copy first. Then engage the services of your designer to create the finished artwork.
You can follow a process like this:
- Legals First. Collate all the legal copy Amazon requires for the packaging.
- Get Creative. Create the sales and conversion copy. Map it out and gather any visual ideas to share with your designer.
- Design it. Form a clear design brief and then hand the job over to good graphic designer to produce the artwork.
- Capture it. Once the packaging is printed, get the best pack shot image you can. Apply any final retouching and make the final image ready for Amazon.
Packaging can help make a difference on Amazon. If your final design can drive more clicks to your listing, help convert more sales, or allows you to command a higher retail price and protect your product in transit – it’s probably money well spent!