Packaging is your face in front of the customer - just before they make their purchasing decision
It is generally accepted that 70-80% of a consumer's purchasing decision is made at the point of sale. In supermarkets, for example, shoppers spend an average of less than 10 seconds in any single product category. These numbers apply to just about any retail situation.
Things that trigger us to stop and look at products are the look and feel of the product, colour, a message on the label, price, or the name of the product itself. Most of these 'triggers' either are, or can be influenced by the packaging - packaging is your last minute advertising!
Packaging attracts attention, provokes, and communicates volumes about the product it contains and your brand. Think about a bottle of wine, would you purchase one with 'bargain booze' printed on it if you were taking it to a dinner party - even if the contents were just as good as those at twice the price?
So packaging is important but most companies make the same common mistake.
They only ever think about packaging when they launch a product and then forget about it. If packaging is so important as to influence 70-80% of your consumer's purchasing decision then it must be continually reviewed and tested against your competition.
So what makes good packaging:
1) Attracts your target audience
If your target audience want to feel they are saving money then making your product look cheaper using plain packaging and a 'No Frills' message would be right - the reality is that the packaging 'origination costs' will bear little or no impact on the product price but it makes the product feel cheaper.
2) Carries a message that is consistent and reinforces your other advertising
This is down to developing your brand and differentiating your product on something other than price. With only 10 seconds, customers will go with what they are familiar with, however in the absence of relevance the customer will always fall back on price. If a customer has seen your product in advertising they feel that they already know what it can do for them, they will be more likely to buy it. If you're going to get the biggest bang for your marketing buck then everything - your ads, your branding and your packaging must carry a consistent message. In an ideal situation, your customer will look for your product and disregard the others within the category.
3) Clear communication
If customers only spend 10 seconds then they get a lot more information about a product by looking at pictures on the packaging than from reading the text. Colour can also quickly convey a message about your product and shortcut communication with your customers - although you must be aware that colour has different meanings in different countries so it needs to be researched. Where text is used, make it easy to read and use language that connects with your target audience.
4) Practical and functional
The best examples of this are squeezy ketchup bottles and plastic toothpaste tubes - the physical and practical packaging is every bit as important as the aesthetics. It must add to the positive experience of using your product, is it easy to open, can you tell if it has been tampered with, etc.
Quiet Storm have had experience in creating packaging that has sold product in almost every sector. We would be happy to look at new packaging projects or exploring how your current packaging may be improved.
To arrange a no obligation FREE consultation please complete our enquiry form - stating which days and times would be most convenient for us to call you for a brief and informal chat about your requirements.
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