Over 50 percent of consumer purchases are driven by a person’s emotions. This is particularly true when a shopper is wavering between two brands offering the same product. In his book “The Brand Gap,” Marty Neumeier writes, “A retail package is the last and best chance to make a sale.” If your product’s packaging is successful at reaching consumers on an emotional level, it may increase the likelihood you’ll be able to capitalize on your last and best chance to make a sale.
Inc. notes that approximately 95 percent of new products fail every year. With about one-third of product decisions based on packaging alone, you can improve the odds your products will experience commercial success by packaging them in eye-catching ways. Drupa says a product generally has around seven seconds to impress a consumer in a positive way. With the right packaging materials and design, your products will draw shoppers to them and enable consumers to make their buying choices faster and easier.
Finding the Right Color
One simple way to catch a consumer’s eye is to choose the right color for your product packaging. If you have more than one food product, color can be an effective way for you to unify your brand’s product line and set your products apart from the competition. While using color on your packaging can be beneficial, you must choose the colors you use carefully because different colors resonate differently in the minds of consumers.
Here are some colors you may want to use on your product packages and the thoughts they generally evoke in the minds of consumers:
- Yellow: This color typically relays feelings of happiness.
- Black: Black is normally associated with power and control.
- White: White ordinarily evokes thoughts of simplicity, safety and pureness.
While blue is universally the most well-liked color throughout the world, different shades of blue have different connotations. Light sky blue conveys a sense of playfulness, for instance, while dark navy blue is viewed as more professional in nature.
While the use of color can help make your packaging more visually appealing and help your products connect with consumers on an emotional level, you have to be sure you pick colors that have associations with the things that are important to the members of your target market in order to use color effectively in your product packaging.
Depending on the demographic group your products appeal to, you may have to guard against using too many different colors on your packaging. As a general rule of thumb, the more colors that are incorporated into a product’s package, the less sophisticated the product is considered.
Why Packaging Is Important for Your Product
Although colorful packaging can help your products grab the attention of shoppers, your packaging is useful for other marketing and general purposes. It can help you establish a price point for your food products, for instance. Consumers make assumptions about a product’s desirability and perceived value based on how it’s packaged.
If you package your products so that they look upscale, they will be seen as highly desirable and more valuable than a comparable product that was packaged in a manner that makes it appear less attractive or worthwhile. This gives you an opportunity to charge more for your food items than your competitors may be able to.
If your packaging gives the impression of high quality, consumers may use it to market your business for you by reusing it. Approximately 52 percent of people who shop online claim they would order another product from the same company if their prior purchase was delivered in a premium package, according to Drupa.
Drupa claims about 90 percent of shoppers reuse the boxes and bags their purchased products came in, which means your products will gain exposure you don’t have to pay for every time someone sees your brand’s name on the side of a repurposed box or bag.
Around 40 percent of consumers admit that they would share a picture of a product’s package if it’s interesting enough, Drupa further asserts. By sharing pictures of your products’ packaging, your clients are endorsing your food goods for free. This complimentary marketing may motivate your clients’ friends and family members to start shopping for your food products.
There are also many additional ways your product packaging can help your business succeed.
Provides Physical Protection
The primary purpose of packaging is to provide physical or barrier protection for your food products. This may include:
- Protecting against breakage from being dropped, crushed or vibrated during transport.
- Guarding your products from the effects of the environment, such as changing temperatures, humidity and light.
- Preventing an infestation from bugs or micro-organisms and contamination from chemicals or toxins as well.
Your packaging must also protect your food products from premature spoilage, which can shorten their shelf life. If you’re trying to identify the best packaging for candy or the best packaging for snack goods, consider an advanced packaging process that will prolong the shelf life of your products. We use nitrogen flushing to remove oxygen from our packaging, which prolongs the time your products will stay fresh on store shelves.
This innovative technique has an added benefit as well. Air can make certain individual food items such as nuts stick together, which can be problematic if your snack food product line includes bags of peanuts or cans of cashews. When we remove oxygen from your packaging and flush with nitrogen, it prevents your snack goods from sticking to one another so your customers can enjoy a bag or canister of individual nuts instead of a cluster of them.
In addition to keeping your candy and snack foods physically safe, your packaging has to keep your products safe from theft and must deter people from altering your products without your knowledge before they are purchased. This means your packaging must be tamper-resistant to guard against loss.
In many ways, your packaging acts as a billboard that shares information about your products and your company with consumers. Some of the information generally printed on a product’s packaging include a description of the product and nutritional information related to the candy or snack food that lets consumers know exactly what they’re buying. Candy and snack food packaging also usually includes a “sell by” date as well as a bar code.
The packaging you use for your products also transmits information about your business because it reflects your company’s personality and values. For instance, if you include the symbol to recycle your product’s wrapper or you mention you used the least amount of material possible to make your product’s packaging, consumers will know your company is concerned about the environment and sustainability.
According to Inc., approximately 52 percent of consumers around the world say their purchasing decisions are influenced by packaging that shows a product’s manufacturer is committed to having a positive social and environmental impact. By letting people know you’ve packaged your food goods in an eco-friendly way directly on your packaging, you have the opportunity to capitalize on the tendency most consumers have to buy from environmentally friendly companies.
For years, the Nike brand has been dedicated to sustainability, a commitment that helps to set the company apart from its competition. According to Oregon’s Department of Environmental Quality:
- Nike has successfully “trimmed back the amount of cardboard that goes into its shoe boxes by 11 percent, another change that has reduced waste and associated fuel use and emissions.
- In addition, all transportation cartons use only water-based inks and glues and are made from at least 80 percent post-consumer recycled materials.
The company is committed to think “green” as it evolves its footwear packaging and to think out of the box so what’s in the box — and the box itself — produces the least impact on the environment.”
Creates Brand Recognition
Brand recognition happens when a customer can identify your products by observing their attributes instead of having to read their names.
An iPhone is packaged differently from its competitors. An iPhone is instantly recognizable as an Apple product because of its minimalist packaging. Packed in eye-catching orange boxes that are earmarked with its manufacturer’s recognizable logo, Nike sneakers are easy to spot in a sporting goods or shoe store simply because their packaging makes them distinctive as being produced by the Nike brand.
You can help your packaging establish and maintain brand recognition for your products by practicing uniformity on your products, using the same:
- Style of packing
We have an assortment of packaging options to choose from, including a selection of bags for candy and snack foods. Instead of packaging some of your products in tube bags and others in stand up pouches, packaging all of your products in the same style of bag can help consumers to instantly recognize your goods simply by looking at how they’re packaged and how their packages are designed.
It’s important to note once you have successfully established brand recognition, you should be reluctant to make significant changes to your packaging since your packaging is partially responsible for consumers being drawn to and remembering your products. The Coca-Cola logo was originally created in 1886, the year the brand entered the market. The company tried to add hanging cherries to the Cs included in the logo along with some swirls in 1890.
Amidst a backlash of public outcry, the company quickly reverted back to Frank Mason Robinson’s original logo design and has been using it or variants that are only slightly different on its packages ever since. The Coca-Cola brand is one of the most-recognized brands in the world because it kept the iconic logo and product packaging that made the company successful in the first place while adding new beverage containers over time.
Differentiates Your Brand and Products
Your packaging can do more than make your brand recognizable. It can also differentiate your brand and the products you produce from those offered by your competitors even if the products are similar.
Although Tiffany & Co. has many rivals, the jewelry maker’s valuables are sometimes more distinguishable from other manufacturers’ jewelry because of the way they are packaged instead of how the pieces are designed. Tiffany & Co. packages its jewelry in blue boxes that are colored the same shade as a robin’s egg. This recognizable packaging effectively identifies Tiffany & Co.’s brand while differentiating the company’s pieces from those produced by other jewelry makers.
Eases Transportation and Product Display
When you’re deciding which candy or snack packaging is best for your products, you should think about how easy your chosen packaging will make it to transport and display your goods. Packages can have attributes that make them easier to transport and distribute:
Some packages can be stacked and loaded onto a truck on pallets, for instance, which saves space in delivery trucks so more items can be delivered in a single trip. But if your packages are unusually shaped, it can make it more difficult and costly to transport and distribute your candy and snack foods.
Your packaging can also make it easier for your products to be displayed on store shelves. By picking packaging that allows your food products to be displayed with minimal empty space, you not only have the chance to sell more items, but you are also giving your retailers the chance to make more money. The more often your products sell, the more money the retailers make, after all.
When you work with Warrell Corporation, you can make the manner in which your products are displayed an extension of your packaging. That’s because we offer a series of customizable displays retailers can use to make your goods stand apart from your competition, including:
- Display cases
- Regular slotted cases (RSC)
- Counter displays
- Display ready cases (DRC)
We can customize a display so it creates brand recognition and further differentiates your products from those sold by your competitors.
How We Can Help With Your Packaging Needs
If you’re trying to determine which packages will provide the greatest benefits for your products, we can help you figure out what kind of packaging is best for candy and snack foods. Since founding Warrell Company in 1965, our family-owned and operated business has gained more than 50 years of experience developing new, tasty treats, manufacturing candy and snack foods, and packaging sweets and treats for sale to the public.
As one of the leading contract candy manufacturers in North America, we understand the importance of product packaging. We know good packaging can help you maximize your sales volume and unappealing packaging can have devastating effects on your bottom line. In other words, we understand how your candy and snack foods are packaged is at least as important as the food products you sell. It doesn’t matter how good your candy and snack foods are, after all, if people refuse to buy them because of their packaging.
When you choose us for your snack and candy packaging needs, we don’t just work with you. Instead, we partner with you to develop the best packaging for your candy and snack foods. As a partner in your success, we will customize a packaging solution for your food products that will help them make an unforgettable first and lasting impression on consumers when they see them on store shelves.
Our solutions will enable your products to establish and maintain brand awareness with unmistakable, mouth-watering imagery that will make shoppers want to buy your candy and snack foods over and over.
With our packaging capabilities, you can use multiple materials to package your products, giving your packages texture and ensuring they have the longest shelf life possible. Whether you sell your goods through a chain of boutique retailers in five-ounce stand-up pouches (SUP), also commonly referred to as stand-up bags (SUB), or you want to deliver your goods in club store 20-ounce bags or 25-pound bulk packages, we have a packaging solution for you.
A Variety of Packaging Options
We can assist no matter how big or small your run of product is. We can handle small and large production runs of any volume in our 200,000 square-foot facility located in Camp Hill, PA. We have a state-of-the-art line with fully automated packaging capabilities.
We machine pack and hand pack, and we have an automatic box former machine as well as a pillow bagger, also known as a vertical form fill sealer, onsite. If you want your products to have a twist wrap, a quad-seal bag with creased corners, or a re-closable package with a zipper, we’ll package your candy and food snacks to your exact specifications.
Our stations are equipped with the latest machinery to package your candy and snack foods quickly and efficiently. Our menu of packaging processes includes choices such as:
- Stand-up bags
- Quad seal bags
- Flat-bottom gusset bags
- Club packout
- Pillow bags
- Multi-cavity containers
While we have a generous selection of packaging processes, we have an even wider selection of available packages that include horizontal and vertical form fill and seal bags; re-closable pouches; and PET canisters. Additional options include the following:
- Composite cans
- Bulk packaging
- Modular trays
- Bag in a box
- Shrink film wrapping
Improving Options for Candy and Snack Packaging
Just as your product line will grow in the future, we are always looking for the newest equipment and techniques that will help us streamline our production even further and keep us at the leading edge of our industry. Our advanced nitrogen flushing capabilities enable us to prolong the shelf life of your candy and snack foods, which prevents waste and increased costs due to premature spoilage.
Our nitrogen flushing abilities prevent the individual components that make up one package of your product from sticking to one another as well, ensuring your food products are delivered to your customers the way you intend them to be. Our sophisticated pillow bagger allows us to closely mimic the manner in which potato chips are typically packaged, which means our packaging techniques and equipment can help prevent loss by protecting your candy and snack foods from breakage during shipping and handling.
If you want to learn what kind of packaging is best for your candy and snack foods, contact us. We will use our decades of experience to create a packaging solution that is right for your business and its products. When you choose us for your packaging needs, you gain a partner that is equally invested in your success. Whether you are just starting out or you’ve been producing candy and snack food for generations like we have, you can receive a customized packaging solution that will help your business succeed.
Helping Your Business Achieve Success
We still produce our own candy and snack foods under brands you’re sure to recognize, including Pennsylvania Dutch Candies, Katharine Beecher, Classic Caramel and Bonomo. We’re also proud to be a partner of a wide variety of independent candy and snack food companies as well as a host of private labels. You’ll be hard pressed to come up with a candy or snack food that we can’t manufacture for you, with production capabilities that include:
- Chocolate enrobing
- Chocolate panning
- Hot panning
- Brittle and nut crunches
- Caramel and taffy
- Dry roasting
It will also be difficult not to choose us for your packaging needs once you see the variety of packages and processes we have to offer. If you’re looking for the best packaging for candy or the best packaging for snack goods, your search is over. Contact us, a true partner in your success, to learn more today.