Today’s market is highly competitive, so brands must do everything they can to distinguish themselves. While the primary purpose of packaging is to protect your product and keep them safe from damage during transit to buyers. It can also serve as a marketing tool to appeal to customers and influence them to try your products. You should use your product packaging to effectively advertise your brand, communicate your values, and persuade customers to stray from the brand they already know and trust to your brand.
For more information, we recommend you read about the effects of packaging and consumer behavior here to learn more about the positive influence of packaging on consumer behavior.
Consider this scenario: A customer buys your product repeatedly. They probably continued to buy it because they got a good value for money spent, and you’ve already sold them on it. In that case, your product has successfully convinced them to buy again, converting them to repeat business. On the other hand, convincing a customer to try out your product could be challenging, especially in the presence of much competition in the market.
Effective packaging can be the deciding factor that persuades them to purchase your product over a competitor. Here are a few facts about how packaging affects buyers and motivates them to purchase.
Custom Packaging Can Increase Perceived Product Value
Most shoppers, if not all, compare products with alternatives in the market before deciding which one to select. With little difference between them, whether the customer buys your product depends on whether your packaging can stand out from the competition. In a survey conducted by Pregis, researchers discovered that excellent packaging increases customers’ perception of the product’s value by 45 percent compared to generic packaging. It also revealed that premium packaging offers a higher trust score than generic packaging.
Your packaging presents an opportunity to make potential customers curious about your process. It will give it a premium feel and raise their elevation, so they are willing to try it out. You can achieve this by using appropriate visual designs on the material, investing in the unboxing experience, and using eco-friendly materials for the packaging.
Custom Packaging Can Enhance Brand Recognition
If we think about it, we will agree that we are more familiar with some brands than others. For instance, we can almost accurately guess the name of a brand just by looking at its color or packaging design. A famous example is the Apple brand. Apple designs its packaging to be simple, clean, and direct in a minimalist white box across all products. The absence of bright colors makes their product stand out, such that you can easily pick out an Apple device from other smartphone brands.
Custom packaging can be an effective marketing tool to differentiate yourself, stand out, and increase your brand identity.
Custom Packaging Can Evoke Emotion
Humans are emotional creatures, and our emotions also play a huge part in deciding whether we purchase something. Your packaging can be an emotional catalyst. If you can get people to feel positive emotions when they look at it, you can convince them to buy it. One way to achieve this is to consider color psychology when creating your packaging.
Color can evoke an emotional reaction in consumers by associating with specific emotions. For instance, red signifies passion and excitement, whereas blue shows calmness and trust. You should use a color that represents the experience your product promises to deliver to customers.
As the famous saying goes, “pictures are worth a thousand words.” The picture on your packaging can also create a certain mood for customers. For example, a brand that wants to convey a sense of relaxation may use a picture of a person meditating in a serene environment.
Custom Packaging Can Create a Sense of Anticipation
You probably remember how excited you felt while waiting for a product you ordered online. When your product has unique and visually appealing packaging, it will heighten the customer’s excitement until they unbox it. This provides a positive unboxing experience and further improves the customer’s perception of your brand.
Most luxury brands intentionally design their packaging to heighten anticipation as the client opens it up. For instance, they may package the product in a box within a box or use a ribbon to wrap the packaging. This slows the customer as they open it up, allowing them to appreciate the package.
