Imagine when you’re at a store shopping, how do you choose which products to buy? Humans are very visual creatures. Our attention immediately goes to the products with catchy packaging, and we are more likely to buy those products. According to a recent study, 36% of customers choose a brand because of its packaging design.
When choosing brands, we rely heavily on visuals because is human nature. Carefully and brilliantly designed packages sell the company itself. It represents what you and your company are all about. Most business owners assume that product and performance are the most important, but the way it is packaged greatly determines the success or failure of sales. The packaging a brand delivers attracts customers to it and calls their attention to certain facts. To ensure this, many companies extensively research colour schemes, designs, and types of product packaging that are most attractive to their consumers.
A major advantage of designing an attractive and strategic package is that it gives the company a major presence in the market and makes its brand stand out from its competitors. It raises the chance of people recognizing the brand; and in today’s world, brand differentiation is king! Brand recognition builds loyalty, and loyalty means more lifetime value of your customers.
In developing your brand, you should interact with your target clients to know what packaging would be attractive to them. Having done that, you can convey your message in a way that your brand’s idea can softly infiltrate their interests.
Make sure the package design clearly conveys what the product is, and shouldn’t display misleading information or images. Precise and trustworthy information is helpful. Awareness of what they are buying helps consumers feel more confident about their choices. This helps build trust between you and the customer.
Versatility is important when it comes to packaging because it allows the design to be altered slightly based on variations in your products, whether it is a different style of shoe, a new flavour of food, or another variable that may require a slight change in colours or design. Versatility can also be helpful when selling products across channels.
Good packaging should appeal to more than one sense: This attracts positive attention, intensifies perception and plays a key role in consumer buying decisions. Study your target demographic and create time to build a thoughtful and detailed visual description of your brand. What colours best represent your brand? What does your brand logo look like? What type of fonts do you use? The most powerful brands in the world remain consistent with brand colours, logos and identity. Explore what best resonates with your business in all of these visual aspects.
A brand identity is lifelong, and not something that should be changed regularly, besides slight iterative improvements. A consistent brand identity can establish your credibility and will initially spark interest from consumers.
Take a moment to think about some of your favourite brands. What do they all have in common? How do top brands stay on top? Over the decades, successful brands like Coca-Cola have stayed true to their original look and have made very few changes. Have it in mind that many brands that changed their logo, or packaging have seen a sort of backlash from shoppers after making a big change.
Your Packaging is so much more than just placing your product in a box and making sales. From customer service and product quality to delivery and packaging, the sales should be an entire service. Make opening your package an experience.
Showing your customers that you went the extra mile will make a great impression.
Good packaging enhances the experience as well as increases the memorability of the brand. Therefore, it helps to both gain new customers and cherish the relationship with the current ones. You want to make sure customers have a great experience using your product so they not only buy again but ideally, spread the word through referrals or social media.
In a competitive marketplace, your packaging is usually the first impression of a product, so it’s an opportunity to “wow” your customer! it is important to capture the consumer’s attention in a positive and memorable way. Invest time and sufficient budget in a Winning Brand Agency to produce a unique and stunning design that customers can’t wait to get their hands on.
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Nectar is part branding powerhouse, part consultancy, and part digital marketing agency based in Manhattan.