Hanoi (VNS/VNA) - First impressions matter, but manysmall- and medium-sized enterprises (SMEs) in Vietnam have failed to payadequate attention to packaging, a mistake that has compromised theirbrands and bottom lines.

According to Nguyen Thi Thu Nga, a Vietnam National University of Agriculturelecturer, packaging is a bridge between a brand and its customers. 

In the UK, milk producers are so mindful of packaging that they use twopackage colours to designate sugar-containing and sugar-free products. Thevisual elements allow customers to tell them apart without reading productlabels.

But visual effects are not the only game-changer in the world of marketing. Aproduct that is easy and convenient to open can also create a positive customerexperience that encourages repeat purchases.

Unfortunately, many producers in Vietnam are unaware of the tricks. They keeppackaging their products in such a way that requires much ado to slit thewraps. The inflexibility often causes frustration for customers and discouragesthem from buying the products again.   

Trinh Thi Thu Giang, a Hanoi Architectural University lecturer, sharedNga's views. She urged Vietnamese producers to shift towards creativecustomised packaging to break away from the traditional mindset ofinflexibility.

She took a champagne producer in the UK as an example to metaphoricallydemonstrate the importance of creativity in packaging. While its rivalsproduced ordinary wine glasses only to find their prices depressed byretailers, the producer crafted its own wine glasses with bases that allowthem to be inverted.

And customers were willing to pay a premium for the unique design. The glasseswere so popular that they were sold for double the price of ordinary glassesand its brand quickly gained favour among oenophiles. The moral of thestory: creativity is the key to brand impression.

The lecturer said effective packaging design required an understanding of boththe practical and scientific aspects of the field. Collaboration with researchinstitutions and universities could provide businesses with access tocutting-edge research, the latest industry trends, and expert insights. Thisknowledge was crucial in making decisions regarding packaging materials,sustainability, and design aesthetics.

Nguyen Trung Thanh, deputy director of the Vietnam Craft Center, underlined theimportance of well-designed packaging that discloses fullinformation about the products, including their origins, in building brandawareness.   

He said dried beef with an indication of Central Highlands origin or blackjelly of Cao Bang origin could instil a sense of confidence inconsumers because these regions are well-known for their high-qualityingredients. Meanwhile, dried beef without such indication might raise doubtsabout its quality among gourmets.

He recommended that Vietnamese producers perform a comprehensive costanalysis before embarking on a packaging redesign. This involvesevaluating the financial implications across the entire production chain, fromthe procurement of materials to the final product placement. The goal is tostrike a balance between enhancing packaging and maintaining an attractiveprice that appeals to the target markets./.