Consumers often make snap judgements when making purchases. How a product is packaged may be the deciding factor of whether they make the purchase or not.
1. First impressions matter
According to business insider, first impressions generally take about seconds, making subsequent judgement based on quick information.
1.1 Packaging influence is subconscious
Your brand is represented by your product packaging, the same as your office, employees, website and yourself. Your packaging represents your brand’s promise to delivery a quality experience.
Effective product packaging helps the consumer quickly find the brand and specific product or other variant they want, making their decision easier and faster.
Packaging that includes brand icons taps into the minds and hearts of the consumers.
Icons are instantly recognizable, sometimes even on a global scale, reminding consumers of the quality and personal experience associated with the products.
Emotions are often also connected to brand icons as memories and feelings can be broght up on sight, leading to long-term relationships between the brand and the consumer.
Effective packaging design can draw consumer attention, resulting in more time looking at attractive packaging when making purchase decisions.
Research suggest that at least a third of product decison making is based on packaging, along with personal preferrence.
Fonts have personalities that may be elegant, cool, austere, delicate, straight forward, or any number of other possibilities.
Readability will help consumers spend time looking at your products packaging, whereas difficult to read fonts, due to size, style or color, will turn consumers away from reading your packaging.
Color is a simple way to unify your brand across all communications with consumers.
- Bright color promote a less serious tone.
- White denotes innocence, simplicity and cleanliness.
- Black denotes power, control, heaviness and expensiveness.
- Red is exciting.
- Yellow is happy.
- Green denotes growth and harmony, and is often associated with eco-friendly products.
1.4.3 Ripple Effect
Packaging is another chance for brands to be marketed long after a consumer chooses to purchase a product.
About 52% of online consumers say they would likely return to a business for another purchase if they receive products in premium packaging.
About 90% of consumers reuse product packaging boxes and bags after purchase.
Business has reported a 30% increase in consumer interest when those businesses show a strong attention to packaging.
2. Share your packaging with the world
A study suggests that yong adult(18-25) are more likely to share a photo of product packaging through social media when the product has been ordered online.
Almost 40% of overall consumers would share photos of packaging on social media if the packaging is interesting or gift like, so business should harness this marketing potential.
Many social medias find ads annoying, but they tend to appreciate brand recommendations from friends.
A friend snapping a phot of attractive packaging and sharing it on facebook has great potential for being quickly shared by others therefore attracting new consumers.
3. The road to impressive packaging
3.1 Great product packaging,
from the pretty to the creative, makes consumers want to share their experience with others, so knowing how to harness the power of packaging is a great way to market yourself to current and potential consumers.
3.2 Be green
Sustainable packaging is popular among today’s consumers, so recycled and/or recyclable materials are a bonus for businesses and the enviroment.
3.3 Be crafty and creative
Reinvent old materials like paper lunch bags and twine to impove handmade or home goods.
3.4 Provide a special quality experience.
Premium product packaging, like tissue paper and elegant, durable materials, are expected for expensive products and jewlry, so investing in premium packaging will add value and consumers will want to share their premium experience.
3.5 Your brand’s personality should shine in any icons, texts, colors, etc.
High-end products might have serious classy packaging. Playful products might have fun icons, colors and typography.
3.6 Keep your packaging simple.
The package should be easily mobile, include only necessary text and protect the product inside.
3.7 Your packaging should help consumers know who your brand is and should not leave them guessing.
When a consumer sees your package, your brand should be able to be named.
The design should be simple and easy to read.
3.8 Your packaging should offer consumers an experience
A playful product should have packaging that make consumers want to play. A tasty product should make consumer mouths water.
3.9 Put your resources to work
Software like illustrator has a 3D revolve tool that will help you envision the best packaging design to protect and market your products, as well as a simbol tool that lets you resue your logo design within the program more easily as your create your packaging and product images.
With careful consideration of your products, consumers, and packaging design, you can use product packaging as a powerful tool