I LEARNED the importance of authentic and memorable packaging very early in my entrepreneurship journey. The first impression of any encounter matters. The majority of the time when customers purchase from you, especially if you have an online business, your line of packaging is the first thing they interact with. As such, that “hook” or first impression is what will grab their attention even more, apart from the quality of your products.

The main and initial purpose of packaging is to protect your products from damage, especially during shipping and transporting. With that in mind, the packaging is also used in business marketing and advertisements. It glamorises and accentuates the theme of one’s business or product and also helps to set a specific tone or mood for the customer when they open their package with your products.

Consumers often purchase a product based on emotions or based on what your competitor lacks. As such, it is advised that businesses invest in packaging that evokes positive emotions, or that is unique from others on the existing market. This advice is especially important for those businesses who make or manufacture their own products. I must say that as I walk through the aisles of supermarkets in Guyana, it is getting more and more difficult to automatically differentiate between a foreign product and a local product through its packaging. I say that with a smile on my face because it means that Guyanese businesses are placing more emphasis on their marketing strategies and overall production of products.

When we look at the coca-cola logo and the shape of the bottle, we don’t question the quality of the product because we know what this packaging is associated with. When we look at the new and improved Topco fruit juices from Demerara Distillers Ltd., we already know what kind of product to expect after seeing their line of packaging. Your package should be protective, yet attractive and different. This is why marketing and packaging have always been hand in hand. These days, people are trying to see the beauty of life, especially due to the COVID-19 pandemic. Aesthetics have become such an important aspect of social media, clothes, makeup and even packaging. This is how aesthetic-enthusiast companies such as Apple or Louis Vuitton make money off the feelings their product packaging evokes.

You can go on YouTube or Tik Tok and check the many videos that involve “unboxing” of certain brands and you’ll see for yourself. It’s one of the cheapest ways of marketing—if you’re smart about it. It does not have to be expensive and it should be included in your overall cost price, so you can reclaim your packaging cost after selling. You can do occasional themes (Christmas or Halloween), colour themes, or even the themes of your products. You can stick to specific fonts or graphics that will help to sell your ideas to your consumers and you can even ensure that your social media and contact information is displayed on your packaging. It is also important to note that there should be usefulness in your packaging. Can you think of what the pringles chip would come in, if it wasn’t for that cylinder jar? What else can keep those chips super fresh while not allowing them to break? Not only is it useful, but it is also memorable, just as the Coca Cola bottle as mentioned before—people mentally associate it with a specific brand through its uniqueness. I understand that this may not apply to every business type, but if you’d like to sell an idea of a specific aesthetic or lifestyle to consumers, I highly advise utilising unique packaging for your products. I hope more and more Guyanese-owned businesses continue to grow and expand their marketing, it allows for global recognition and exportation as well. Simple things such as the incorrect use of label sizes, no protective seals on food items or a non-attractive logo can make you miss an opportunity for global or regional growth. I hope you all keep this in mind as you try to expand your business.