Virtually every product on the market utilizes some type of packaging, and it’s this packaging that provides one of the simplest forms of marketing available. While some may see packaging as simply a way of containing and transporting a product, it’s also an important marketing tool that can boost a business’s success.
Packaging Matters
The packaging for any product can be a customer’s first impression for that brand. Consumers will often make snap decisions based on these first impressions, affected by subconscious decision-making processes. It’s not only important to use effective packaging that efficiently transports your products but also to have packaging that appeals to what your consumers want – while spreading your brand message.
What Consumers Want in Packaging
Certain aspects of packaging design will depend on the product and can vary widely between different industries, but, usually, consumers look for some general qualities in packaging design. These qualities can guide your decisions when choosing packaging for your products.
Simplicity: Product packaging can be overly complicated or overwhelming with color, design and information. Often, simplicity is preferred and can be far more eye-catching than more complicated designs. Packaging that is clean and clear can provide concise product information and create a sense of calm, drawing in the consumer.
Branding: Packaging should not only define a product but represent the entire brand, tying the product into the larger product line and presenting a unified appearance that the consumer will identify with.
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Color: Color affects our buying decisions all the time, often subconsciously. Colors used on all packaging materials should be carefully chosen for the mood and image the product wants to project. For example, red and yellow are often used to stimulate hunger cues and green usually denotes health and is used on many natural products.
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Eco-friendliness: Increasingly, consumers are aware of sustainability issues and seek out products and packaging that are more environmentally friendly. This includes packaging that is made from recycled materials, those that are easy to re-use or recycle, and anything that reduces the impact on the environment.
Nostalgia: Consumers respond well to the emotional appeal of a retro look. Utilizing nostalgic references in a design immediately evokes memories and familiarity, which entices the consumer to buy.
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Interactive Packaging: Packaging that is useful in additional ways, other than simply holding a product — think re-sealable bags for snack products — is more appealing to consumers.
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Century Label has the packaging and labeling solutions to present your products in the most appealing way to your consumers. Contact us today to get started.
