The Africa Industrialization Week (AIW) and the African Women in Processing Forum (AWIP) kicked off in Addis Ababa, Ethiopia, on Monday, December 9, 2024, with an exciting agenda aimed at empowering African entrepreneurs on industrial design and packaging.
The event, running until Friday, December 13, 2024, is being held under the theme ‘Taking Advantage of Opportunities under the AfCFTA – A Path to Prosperity’.
On Tuesday, December 10, women entrepreneurs were taken through a workshop ‘Enhancing SMEs Competitiveness through Trademarks and Industrial Designs’ aimed at equipping them with essential knowledge and practical skills related to industrial designs and trademarks with a focus on how these intellectual property (IP) rights can enhance the competitiveness of Small and Medium-sized Enterprises (SMEs).
In the presentation delivered by Rose Mboya, Head of Industrial Linkages, Policy and Intellectual Property Centre at Kenya Industrial Research and Development Institute (KIRDI), entrepreneurs were enlightened on incorporating intellectual property into their businesses to create lasting impressions and leverage the power of industrial design and packaging.
“How can you use industrial designs and packaging to enhance your competitiveness in the market?” Mboya asked.
“There are so many others producing similar products, yet you are all chasing the same buyers. So how do you ensure that when someone goes to the market or supermarket, they pick your product over others?
“How do you turn potential buyers into actual buyers? And how do you convert those actual buyers into loyal customers who choose your product every time they shop?” she continued.
For women entrepreneurs aiming to achieve competitiveness in the market, incorporating intellectual property into the design and packaging of their products is key to attracting potential customers and creating both brand recognition and customer loyalty.
Mboya emphasized the power of first impressions, stating that “people buy with their eyes before buying with their hearts.” She explained that how a product stands out from others in the market is what transforms a potential buyer into a loyal customer.
“So people will buy with their eyes first, which is why industrial design really makes a difference,” she said. “The way you package your product, the way it looks, and how easily recognizable it is will set you apart from competitors whose products are not well-packaged.”
What is Industrial Design?
Industrial design is essentially what we see with our eyes. Before tasting or using a product, customers form an impression based on its appearance. The first contact between a customer and your product is its image.
“Remember, you will not always be there to talk about your product. So what is your product saying? Products communicate with consumers, telling them, ‘Buy me, I am of good quality,’ or ‘Don’t buy me,’ just through their appearance,” Mboya noted.
Industrial design plays a significant role in shaping a brand’s image. It is a critical component of branding.
Why is Industrial Design Important in Building Your Brand?
- Customizing Products for Specific Markets
“Industrial design helps you tailor products to appeal to specific market segments. For instance, when creating products for children, you might use shapes and colors that appeal to them. Similarly, you can adjust designs to target high-end, middle, or lower markets. Packaging makes the difference and helps you carve out a niche.” - Strengthening Brand Image
“Packaging reflects your business’s standing in the market. Does it project high quality or low quality? Regardless of how good your product is, the packaging speaks volumes. Always remember, industrial design is your first ambassador—it speaks for your product.” - Adding Value to Your Product
“Packaging creates an emotional connection between the product and the consumer. A well-designed package enhances the product’s overall brand image, influencing how consumers perceive its quality and value.” - Meeting Consumer Needs
“The way you package your product determines its suitability for specific market segments. Packaging and design add value and signal the intended audience for the product.”
Industrial design and packaging are closely tied to a product’s value and brand image. These elements influence whether a customer will continue purchasing a product.
Choosing the right packaging and labeling also ensures the product’s quality is maintained from the time it leaves your store to when it reaches the final consumer, arriving intact and in good condition.
“The nature of the product dictates the type of packaging. Consider factors like sensitivity to temperature or durability when selecting packaging materials. This is just an exercise in applying the knowledge you’ve gained on industrial design and packaging,” Mboya concluded.
