By: Chad Birenbaum
Chances are if you’re reading this article, you’re probably not the CEO of Nabisco or Kraft, (but if you are, please tell Tom Brady that he helped me win my Fantasy Football league two years in a row). You are more likely someone who might be a home baker, or maybe someone who came up with a life-changing product that will make my morning routine easier. But before you jump in head first, did you know that every year 95% of new products fail? That’s pretty scary to know that only 5% of hundreds-of-thousands of new products will make it to the retail shelf by this time next year. There are many factors that may contribute to a product’s failure, and often the packaging is one of them.
We’ve heard the old adage that “it’s what’s on the inside that counts,” and this may be true when it comes to things like online dating. But, when your product is sitting on the shelf, the design of the package is just as important as what’s inside. Think of the last time you stopped at the wine shop on your way to a dinner party. Did you select that bottle because the label stood out, or because the wine paired well with Chicken Cordon Bleu? Chances are it was the former. Studies have shown that when a consumer heads down the shopping aisle, they pick up a product, and on average read only seven words.
