The Importance of Attractive Packaging

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People judge books by their covers every day. When it comes to your product’s packaging, be sure you’re hitting all the right points!

Packaging is a key part of the marketing plan for any business that makes or sells products. A product’s package can be the selling point for many consumers, by delivering a sense of quality while also reflecting the product’s brand image. It is critical in retail sales, where the right packaging design can attract the consumer’s eye and make the product stand out next to a rack of the competitor’s product.

Product packaging is considered as the ultimate opportunity for marketers to communicate the brand’s message visually, positioning the same as a better choice than any of its competitor. In the modern world, consumers are being presented with ever increasing number of alternatives. A typical 30 minute shopping session is all they have to attract, impress and make them “take it”. With so much of competition, product packaging seems to be among the best marketing tool to directly communicate and influence customers.

Good or bad – product packaging can influence consumer behavior!

Packaging has also been directly related to the quality of the product. It also affects whether a product is noticed on the shelf. As such, marketers need to integrate all types of buying influences into the package. Aesthetic aspects like color, typography, brightness, and other graphics influence where a potential buyer is attracted to on the shelf. Products that are attractively packed are looked closer and the competition is already narrowed down. Perpetual processes run parallel in the brain of the consumer along with economic value computations. All of this together influence how the final decision is made.

There are a number of ways packaging can serve your product. Here are three ways product packaging can influence consumers:

1. Effective packaging can attract new consumers but keep current users away from competitors.

Brands must find the balance between brand recognition for current users and appeal to new users.

2. Packaging communicates new brand positioning.

Use packaging to create the consumers perception of the brand. The perception created of a brand from packaging can set products apart from the competition and defines products.

3. Packaging can close the sale.

The consumer has the product in hand; the last thing to consider before making the purchase is the text on the packaging. Determine if packaging needs to educate users or captivate consumers with a simple claim. Then consider the message on the product’s packaging and ask yourself if that is accomplished.

Look at the goals of your product and determine if that is the message being communicated from store shelves. If not, it may be time to consider new product packaging. With careful consideration of your products, consumers and packaging design, you can use product packaging as a powerful marketing tool for your business.

Shriganesh Shukla

About Shriganesh Shukla

Shriganesh Shukla is an alumni of the Coventry University London Campus from where he has completed his Masters in Global Business. He has been in the field of International business for the past 5 years and is currently handling exports and international business at Parekhplast India Limited.