It takes 7 seconds to form a first impression of a person and it’s no different for a product. Most consumers make purchasing decisions in the same amount of time, often without doing more than just skimming the store inventory. They are simply buying products on the basis of relative perceived quality created by the packaging.
For most companies, advertising and promotions are the most important marketing tools to reach potential consumers. However, a large percentage of them haven’t yet realized the power of packaging in promoting both their brand and products. They still that product packaging is simply a way to enclose and seal the product for storage, distribution and sale — but product protection is not its only purpose. Not even close.
Packaging Increases Brand Retention
Since it is the first thing that buyers see, most marketers believe that the quality of the packaging is as valuable as the actual product. Product packaging can serve as in-store advertising by communicating what your product is and why your brand is better than your competitors. A report conducted by British Brand Group revealed that good product packaging increases consumer retention and recognition of the brand. Creative and distinctive packaging designs are said to have a direct positive effect on the decision making process of the buyers, thus improving the profitability of the business in the long run.
Creative Packaging Attracts Buyers
Studies show that one third of buyers heavily rely their purchasing decisions on the design of the product packaging. Since average buyers only read a few words when shopping, most purchasing decisions are based on the packaging’s aesthetics, and the impact and impression made on the buyers when they see the product. Creative packaging that easily conveys what your product offers increases the consumers interest and attention. To create an effective product packaging, here are a few things to consider:
- First with the obvious, make sure your packaging STANDS OUT. Creating cusps or shapes can draw more attention to your product when placed on store shelves. The three cusps in the iconic logo of Coca-Cola helps consumers identify their product easily as compared to its competitors. Another way is to use brand icons in the product packaging. Based on research, icons can provide a more “personal” feel to the product, thus improving consumer loyalty in the long run.
- Check the quality of the design of your packaging. Make it simple and appealing. Choose an appropriate font that conveys the message of your packaging. Readability is an important factor so check to make sure you are using the correct font size. Colors also affect the impact of the packaging design. Each color has a different meaning and interpretation. Make sure that you select the best color that reflects the emotion that you want your customer to feel when they see your product. A good example of an effective color choice is the McDonald’s logo. Do you ever wonder why McDonald’s uses red and yellow for their logo and products? Fun Fact: Both yellow and red subconsciously bring excitement and hunger to consumers.
- Green is the new in. More and more consumers are supporting advocacies and campaigns related to environmental conservation and sustainability. In fact, research shows that consumers are willing to spend more for sustainable and eco-friendly products. For packaging, you can use recyclable or reusable materials that have less of an environmental impact.
Remember, you never get a second chance to make a first impression so make those 7 seconds count!
And keep in mind, whether you’re rebranding or branding a new product, Made For Print is here to help ensure your packaging design stands out as much as your product.