Packaging Innovation
July 18, 2014

A clear look at transparent packaging

Although they might not be easy to open, transparent clamshell packaging is more successful than packaging without transparency, studies reveal. Apart from their apparent attractiveness to consumers’ eyes, they also have other benefits, such as shelving convenience, cheap production costs and enhanced security. Transparent packaging might seem a bit bland, yet when treated with a healthy dose of creativity, clamshells can be just as unique as any other type of packaging.

Transparent packaging: what you see is what you get

Eye-tracking research has proven that products with clear packaging for display are more successful than those without transparency. This might be a little hard to imagine at first sight, yet it does make sense.

The fact that consumers get a good look at the product helps them to make an educated decision about their purchase. With transparent packaging shoppers can assess fairly quickly how they will benefit from a certain product, an advantage traditional opaque packaging lacks. In other words: when a consumer has the choice between two products, one in transparent clamshell packaging, the other in traditional cardboard, most consumers will choose the former because it literally reveals important product characteristics. Evidently, consumers value seeing a product with their own eyes more than reading a description from a box.

Transparent packaging is secure, durable and cheap

Thermoformed packaging solutions are not only pleasing to the eye, they are also secure and durable, making them popular with retailers who want to protect their goods during shipping as best as they can. And manufacturers prefer them because they are relatively easy to make and cheap to produce.

From a designer’s point of view transparent packaging might fall a bit short, yet there are quite a number of ways for manufacturers to differentiate their product from competition. Printed inserts or forming a logo into the plastic clamshell packaging, for instance, are two ways to incorporate branding and graphic design.