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How Your Product Packaging Can Win Buyers' Hearts

By Abhijeet Shah, writer
Jul 13, 2018
Image Credit: Customdesigner/Shutterstock
> Marketing

A good product package isn't trash; it's a powerful extension of your brand.

Every year sees the launch of almost 30,000 new products, and 70-80 percent of these products fall flat. Here's how and why you can beat the odds by paying attention to your product packaging.

Done right, your packaging can be as memorable as the product itself. Tiffany's blue gift box and goldfish tea bags are just a few of the many brilliant examples that prove why product packaging is so powerful. Here are four ways product packaging can give any brand a competitive edge.

1. Makes you stand out

For every product on the market, there are countless brands vying for the customer's attention. One way to clear the clutter and stand out from the crowd is to ensure that your product packaging is captivating. You can go incredibly bold and playful to attract attention, use stylization with quirky patterns to make your packaging shine, or tell a unique story with your packaging. You have endless possibilities to make your product packaging speak for itself.

2. Influences a consumer's purchase intention

The colors, patterns and textures that you use in your product packaging play a decisive role in your consumer's purchase decision. The human brain reacts to patterns and colors in unique ways, so choose your colors wisely. Study your demographic and accordingly customize product packaging for maximum impact at the retail shelf.   

3. Makes a great marketing tool

People make their purchase decision within seconds of being presented with the product. This is why the product packaging makes a brilliant marketing tool. Messages have the ability to bring a smile to your face or trigger a sweet memory. Messaging has emotional appeal, which has proven successful for brands. So it only makes sense that your product packaging can include messages like "new look, same captivating fragrance" or "now get 30% extra in every sachet."

4. Increases brand recognition

Ever wondered why consumers recognize branded products in an instant? Product packaging that includes the company logo with the right fonts and colors not only boosts brand recognition but also increases cognitive recall. So take a moment to make those minor tweaks to leave a massive impact on the consumer's mind.

Product packaging has the power to take your sales from slump to bump if it's designed to create that wow factor. Here are four ways to use your packaging design to make more sales.

1. Know your target market to make an impact.

For a brilliant packaging design, always consider the demographic background first. It is very important to know the people who need what you have if you want to be successful in a competitive market. Understand your target audience, their pain points, their preferences and their buying habits, and customize your packaging accordingly.

2. Make low-cost packaging look chic with customization.

Great packaging does not necessarily mean expensive packaging. Some brands have made an impact even with simple product packaging. You can step up your packaging strategy simply by adding layers, textures or stylish typography. In fact, a simple packaging design proves to be more effective if the market is visually agitated.  

3. Use clever packaging to create an unboxing experience.

Nothing works better than triggering emotional engagement, so if you can get your product packaging to make the consumer feel something, it's sure to create a buzz in the market. Just as people love to unbox an Apple product, if your packaging can offer a fun, hands-on experience, it is sure to jump off the shelf and into the shopping cart. 

4. Go eco-friendly with the design to boost your brand identity.

Any product packaging that can be reused or recycled is sure to appeal to the eco-conscious consumer of today. In fact, more than 50 percent of people choose an eco-friendly brand over others. If your product packaging has a positive environmental impact, you can make great strides in the market. Puma's product packaging that doubles as reusable poster is a brilliant example of product packaging that communicates a purpose and also makes the brand stand out. 

Your consumers are actively screening multiple products simultaneously. The surest way to make a difference at this point of consideration is going smart with your product packaging. 

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Abhijeet Shah
Abhijeet Shah
See Abhijeet Shah's Profile
Abhijeet Shah is the head of digital marketing for Packing Supply, a leading name in the packing supply industry. He believes that its not only what’s on the inside that matters, but how products are packaged is just as important. Abhijeet stays updated with the latest trends and innovations in the industry and is quick to share them with his readers. He loves travelling and is often tempted to buy products that he comes across with unique packaging from all over the world, which he then adds to his ever-expanding collection of “bags & boxes”.
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