Today’s market is extremely competitive, so brands must work hard to stand out. Managers of products must do more than just develop practical solutions. Additionally, they must persuade customers that their brand is the best choice. Product packaging has changed from being merely a container for the product to a potent marketing tool.
Packaging has a significant impact on consumer behavior, as evidenced by the 72% of Americans who believe that product packaging design influences their purchasing decisions, including 81% of those who purchase gifts.
Some of the ways that product packaging can affect consumer behavior are listed below:
Draw attention with a distinctive design.
A customer’s first interaction with your product and possibly your entire brand is through the product packaging. A prime opportunity to introduce your brand to a consumer is through distinctive packaging. However, in the current hyper-competitive market, it is inevitable for similar products from different brands to share a common motif or appearance.
Sharing experiences on social media is a new trend in consumer behavior. According to Accor, if a product’s packaging is distinctive or branded, 40% of consumers post pictures of it on social media. It follows that innovative product packaging can set your company apart from the competition and raise awareness of the item itself.
Use color to evoke feelings and psychological triggers.
Within 90 seconds of first interacting with a product, people decide whether to purchase it; between 62 and 90 percent of this evaluation is based solely on color. In product packaging, colors are essential because they can evoke common themes related to your product. Through the invocation of various emotions, they can also affect the customer’s perception.
Red, for example, has traditionally been linked to stimulation, excitement, and activity. It is applied to items that deal with movement, action, and even hunger. Use colors to communicate your product’s identity and the appropriate tone or mood.
Answer questions from customers.
You can communicate with your customers directly through your packaging. The product’s purpose should be made clear by its design and the information printed on it, avoiding any misunderstandings.
Additional details about the product, such as its features and specifications, as well as relevant dates, can easily sway consumer behavior. Customers can more easily decide if a product is suitable for their needs by using these essential details. By fostering trust between you and the customer, this information can improve your brand’s reputation and image.
Reflect the general product quality.
While it can be beneficial to have eye-catching and distinctive product packaging, it should also convey the same quality as your product. Depending on who you are trying to reach, your packaging may have a different look and feel. However, regardless of the industry, excellent and high-quality packaging leaves a strong impression.
Particularly with luxury goods, good packaging can persuade customers to believe in the product inside and support the price tag. A luxury product’s packaging and branding can affect consumer behavior because 61% of consumers are more likely to repurchase it.
Maintain the look and functionality.
The primary purpose of packaging is to protect and contain the product. The size of the packaging, its durability or ability to keep the product safe, and the simplicity of opening and putting it back in storage are all elements that can affect consumer behavior when making a purchase.
The act of taking a product out of its packaging and unboxing it also enhances the consumer’s experience. A whopping 55% of viewers of unboxing videos say that they were persuaded to buy the product as a result of watching the video, making the overall packaging appear and feel like a wise investment.
Make your brand’s principles and mission clear.
Consumers are currently shifting toward making more thoughtful purchasing decisions. Sharing your brand’s values and vision through your product packaging is crucial.
Consumers are concerned about issues like product transparency, ethical sourcing, and environmental sustainability, and they want to support businesses that share their values. Labels and other certifications on your packaging make it simple to demonstrate your brand’s dedication to these causes.
Packaging that is environmentally and sustainably friendly can influence consumer behavior because it shows a commitment to these causes. According to a survey, 78% of consumers are willing to buy products with less wasteful and more environmentally friendly packaging.
Understanding how packaging affects consumers
Product packaging is more than just the product’s outer shell; it extends the product and builds your brand. When it comes to persuading customers that your product stands out from the competition, the right packaging can go a long way.
Businesses may require different packaging due to the wide variety of products on the market.