How Your Product Packaging Can Win Buyers' Hearts

By business.com editorial staff,
business.com writer
| Updated
Apr 14, 2020
Image Credit: a_namenko / Getty Images
SHARE THIS

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

  • Product packaging has a major influence on consumer buying decisions that you should take into account when you work with a design team.
  • Certain colors and images can evoke moods and inspire feelings in customers that you can leverage to improve sales.
  • Product packaging is an important part of your branding and presents opportunities to set yourself apart from the competition.

Every year sees the launch of almost 30,000 new products, and 70%-80% 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.

Benefits of good product packaging

According to a study published by the European Journal of Scientific Research on the impact of packaging on consumer buying decisions, good packaging is one of the most important features of a successful product. The study also found that proper packaging has a significant influence on consumer behavior, and it's more effective than even traditional advertising at setting a brand apart from the competition.

Packaging is the first thing a shopper sees when they encounter a product in stores, and this first impression has a subtle yet lasting impact. If the packaging is dull or poorly designed, it will psychologically lead buyers to assume the product quality is conducive to its appearance. But if the packaging successfully grabs attention and radiates quality and luxury, consumers will be more inclined to sample something they've never tried.

Your packaging should be your calling card and an essential component of your brand identity. It should show your customers why you are superior to the competition in a way that is bold yet subtle.

Here are four ways product packaging can give any brand a competitive edge.

1. It helps 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. It influences a consumer's purchase decision.

The colors, patterns and textures in your product packaging play a 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. It makes a great marketing tool.

People make a 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. It 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.

Tips for product packaging success

Your packaging should articulate what makes your brand different. Try to think outside the box while remaining functional, and focus on how the packaging can cultivate a holistic consumer experience.

Keep in mind that certain colors and images impact the moods and decisions of your customers in subtle ways. It's wise to hire an experienced packaging designer or design team to help bring your brand's identity to life through your packaging. They will help you choose the right design and color scheme that will evoke whatever mood you're looking to create.

It never hurts to invest in quality. It's a bet that will pay off in the long run. Creating a perception of your brand that is conducive to craftsmanship and attention to detail will lead to increased sales over time. It's a simple way to create a unique identity for your business and set yourself apart from the competition. 

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 is 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% 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. 

business.com editorial staff
business.com editorial staff
The purpose of our community is to connect small business owners with experienced industry experts who can address their questions, offer direction, and share best practices. We are always looking for fresh perspectives to join our contributor program. If you're an expert working in your field – whether as an employee, entrepreneur, or consultant – we'd love to help you share your voice with our readers and the business.com community. We work hard to only publish high-quality and relevant content to our small business audience. To help us ensure you are the right fit, we ask that you take the time to complete a short application: https://www.business.com/contributor/apply/ We can't wait to hear what you have to say!
Like the article? Sign up for more great content.Join our communityAlready a member?