How to use original packaging to create e-packaging?
A study conducted by portal OpisyProduktow.pl shows that 49 per cent of e-stores selling food and beauty products use the original packaging as a source of information when creating product descriptions for the store.
Browsing through various e-stores it is easy to notice that the most common practice is to copy some of the information provided on the front panel of the packaging and to add some data regarding the contents of the package as required by law, for example: ‘corn chips’ and ‘anti-dandruff shampoo’.
Such an approach indicates that the e-store owner does not take into account the fact that the packaging of the product plays an important role in brand marketing communication. Packaging is the first thing to draw shopper’s attention, it creates the image of the product, leads to the product’s identification and presents the brand’s advantages and other differentiating features. Packaging has an effect on every shopper; the shape and material that it is made of give us indications regarding the character of the product. This impression is strengthened by the logo, colours, graphic design, symbols, icons, fonts etc. Therefore, if we wish to prepare e-packaging as close to the original as possible, we should learn to interpret the intentions of the ‘author’ adequately.
In this article we present are 5 helpful tips on how to create better product descriptions in your e-stores.
1. Never create descriptions on the basis of what you know about the product.
All of us are consumers. We use dozens of brands, and we are aware of hundreds more. Day after day we form our own opinions of the brands we deal with. However, preparing product descriptions based on subjective evaluation is not recommended. As professionals we should trust other professionals in this aspect. Who, if not the manufacturer, should know better what potential customers might expect from a product? Therefore, product descriptions should be based solely on information officially provided by the manufacturer. Our interpretation must be completely consistent with the intention of the manufacturer.
2. Make sure we know who the recipient of the product is.
Prior to creating a product description we must ask ourselves a question: who was the product created for? Have a closer look at that the product on offer: What is its colour? What is its shape? What does it represent? Is it targeted at young mothers , students, teenagers, or maybe retirees? Once we have answered these questions, it becomes clear what kind of language to use for the description to be correctly understood and we are more likely to provide a potential customer with the information they need to make a positive purchasing decision.
3. Define what differentiates the described brand from other brands in the product category.
Understanding the main advantages offered by the brand in comparison to other brands in the product category is crucial. It is exactly this ‘benefit’ that makes shoppers choose product A as opposed to product B. This information is very important, however, more often then not, it is difficult to find – it is not always given explicitly. Sometimes the potential customer must take a guess, based on the graphic design or the method of options description. Sometimes it can only be found on the website. To make it clear – every brand has one such feature, if not a few.
4. Define and precisely describe the qualities by which the manufacturer differentiates his products.
Most major product features are presented on the front panel of the packaging. Usually the bigger the print, the more important the information. Other symbols and icons also play an important role so it is important to try and include them in the description. Information such as such as ‘vegetarian foods’, ‘no preservatives’, ‘organic’ or quality certificates are often not made obvious to the shopper and they are an important factor in the selection of a product,.
Moreover, additional information such as usage instructions, composition of the product and its nutritional value may often be found on the original packaging. We must consider whether or not they significantly influence purchasing decision. The overriding principle in the selection of differentiating features should be our clear understanding of the differences between products. If we lack confidence in our choices, our potential customer will, unfortunately, notice it.
5. Never promise too much! Marketing tricks do not work.
Contrary to popular belief – advertising cannot and does not lie. The Polish market is mature enough to quickly detect any attempt to deceive customers; or the competition for that matter; competing companies watch one another carefully. Moreover, there are a number of public institutions, such as the Office of Competition and Consumer Protection, and State Trade Inspection. Honest advertising does not mean that the manufacturers always state “the truth, the whole truth and nothing but the truth”. Advertising sometimes sails close to the wind regarding what is and what is not legal. We need to be absolutely sure that we do not overlook the pitfalls of language, so to avoid crossing the limits of fair competition and, even unwittingly, risk legal consequences. In practice, for example, stating “There is no better product than X” does not mean that “X is the best.” Comparatively good competitor Y surely exists. Should you have doubts – go for the safest option and use the literal wording provided by the manufacturer.
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