The phrase ‘don’t judge a book by its cover’ is irrelevant when it comes to packaging. Contrary to what you might have heard, product packaging is more than just a flashy gimmick.
The packaging is the first aspect of a product the customer interacts with. It won’t be an exaggeration to say that packaging is crucial for making or breaking a sale. It presents the product in the best light while generating enough intrigue to lure customers. Whether you realise it or not, packaging subconsciously and sometimes directly influences a purchase.
The right packaging choice can be the deciding factor for the success or failure of your product. Packaging serves a much more versatile role than being a mere wrapping, here’s how-
Protection & Preservation
The first and foremost role of packaging is obvious- protection. Whether you are selling eggs or a sensitive gadget, their packaging is what will keep them safe.
Many products, especially eatables require specific packaging to extend their shelf life. Without packaging, appropriate preservation won’t be possible.
Communication
The packaging is the canvas that literally communicates everything you want to tell your customers. It’s an instrument for presenting your sales pitch and convincing customers to make the purchase.
You can use this space to tell the consumer about the product. Often packaging is used for instructions, safety precautions, distinctive qualities and so on. In short, product packaging plays the role of a salesman.
Innovation
Even a unique product can fail to perform because of dull packaging. By creating innovative packaging you can make your product stand out. When customers are browsing the aisles for new products, it’s the visual appeal of product packaging that will attract them.
Don’t have the expertise? Seek help from a packaging expert. Rombus Packaging designs and manufactures attention-grabbing packaging.
Convenience
As mentioned earlier, product packaging is more than just a cover. With the help of creative packaging, you can add to customers’ convenience. For instance, instead of smacking a glass ketchup bottle, people are preferring easy-to-use squeezy bottles. Similarly, resealable snack packets are a big hit.
Brand Differentiation
Well-designed packaging is what can help your customer distinguish your brand from its competitors. Take a look at Tiffany and Co.’s iconic blue box or the Heinz Ketchup bottle. The distinctive colour and shape respectively have made them globally recognisable.
Promotion
Product packaging itself is a great promotion medium. No one is sheltered from the allure of a good deal. Customers inevitably swarm towards products flashing buy-one-get-one promotions.
In addition to this, it can be used to introduce new product variants. It’s an excellent way to encourage your customer to try your new products.
Brand Message
You can use a product’s packaging to convey a noteworthy brand message. For instance, many companies offer biodegradable packaging and plantable packaging to show their concern for the environment.
Emotional Connection
Product packaging gives you the creative freedom to address consumers’ emotions. Emotional packaging is a powerful marketing and branding tool. Consumers subconsciously relate the positive emotional response with the products. You can drive your sales by connecting with your customers and triggering emotional engagement.
Final Decision
A product’s packaging greatly impacts the final decision of the consumer. Yes, you have spent a lot on advertising and branding, but the packaging is the last element the consumer interacts with. Besides creating the first impression, in the end, it sways the customer in your favour.
So can packaging influence the profitability of a product? Absolutely yes! Innovative, individualised packaging can boost sales and improve a product’s profitability. Therefore, packaging shouldn’t be an afterthought. You need to understand consumer psychology, accordingly design product packaging and use it to convert sales.
