Packaging mockups as a strategic tool in the new product launch process
31% of consumers say: Packaging is crucial to the purchase
When planning a new product launchIt’s easy to get caught up in the product itself, such as aesthetics, functionality, materials or logistics. But research shows that the packaging of a product is also a decisive element in whether or not the customer chooses to buy. whether the customer decides to buy or not.
According to a global survey, 31% of consumers say packaging is very or extremely important to their overall satisfaction, and satisfaction with packaging is closely linked to both purchase intent and loyalty.
It shows that packaging should not be a quick end to the project, but an integral part of the development from the start.
Packaging test: Why it's a necessary step
With exemplar you can get 1:1 mock-ups of your FMCG packaging. This means you can hold, feel and look at the sample before moving on to mass production. This is crucial because you can then
test:
How the packaging stands out in-store with your competitors or whether the materials feel right in the hand.
How packaging is opened, closed and used in practice and om important product information is made clear. Or h How colors and materials play together and interact with each other.
When you get the test in hand, you avoid misprints, color variations and material challenges. You can also test how your brand is affected by the packaging – does it look inviting and credible?
Build a solid foundation before acquiring a packaging mockup/sample
A packaging mockup/sample is only effective if the preparation is thorough. The first step is to define a clear product description. What need does the product meet and who is the target audience? For example, if you are developing an energy drink for young students, the language, colors and shape of the packaging will be completely different than if the target audience is parents buying the drink for children.
Next comes brand identity. Packaging shouldn’t just look good – it should support the visual universe that the company already uses. Colors, fonts and tone should be recognizable to existing customers while signaling quality to new ones.
Legislation also plays a role. There may be requirements for lists of ingredients, instructions for use or certification labels. Discovering deficiencies late in the process can delay the launch and create additional costs, especially when you’re planning to launch a new product.
Finally, it is important to define the functional requirements. Does the packaging need to be stackable? Does it need to withstand moisture or impact during transportation? These requirements have a direct impact on material selection and construction and should be in place before the mockup is developed.
How mockups provide valuable insights
A packaging mockup makes it possible to assess the design in physical form. Digital files can show colors and proportions, but they can’t give the same sense of material or weight in hand.
When working with mockups, you should develop multiple versions. These can be small variations in colors, fonts or materials. By letting test subjects compare, you can gain insight into which version both attracts attention and feels right before the launch of the new product.
Mockups can be tested in contexts similar to the real world. You can place them on store shelves to see if they stand out, or use them in online ads to measure click-through rates.
Mockups as a marketing tool
Although the main purpose of a packaging mockup is testing, it can also be a powerful part of marketing. You can use it to build anticipation on social media, show the process behind the product and engage customers by letting them vote for their favorite design.
Retailers often react more positively when they see a physical prototype rather than a digital draft. It allows them to assess how the product will fit into their assortment before the new product is launched.
Conclusion: Make packaging a strategic part of the launch
When working on a new product launchpackaging is part of the product itself. By using packaging mockups/samples, product samples and well-structured and defined packaging testing, you can make better decisions, minimize the risk of costly errors and create a stronger market position.
The time you invest in testing and optimizing packaging can be the difference between a product that just fills the shelf and a product that gets taken down and put in the basket again and again.