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When running a retail business, much thought goes into the process: what product you’re selling, marketing, the website design, and so much more. It would do you a disservice if your product packaging fell short.
It doesn’t matter what you’re selling – there’s a good reason why you shouldn’t ship it out in a plain cardboard box. Here is why packaging is just as important (if not more important) than your product.
Brand Recognition
Brand recognition can be established by packaging design. Packaging encourages consumers to know the name and attributes of a product, which will generate brand association and image.
Instead of settling with a standard shipping package, let’s say a company creates custom packaging by Deepking or a similar eCommerce packaging company. It will have a distinct design or color scheme associated with the brand that customers will be able to notice right away. Without that recognition, it doesn’t leave much of an impression to buy it, much less a second time.
Influence Buying Habits
Brands have only a few seconds to convince consumers to make the purchase before they move on to the next option. Buying behavior can be swayed by many factors when it comes to packaging: the design is fun and attention-grabbing, or it is sleek and signifies quality.
The most influential brands used this to their advantage. Think of logos of the most recognized brands out there; they follow the distinct design and color scheme. Speaking of which, certain tones on retail packaging have a direct impact on consumer buying habits.
Its Own Marketing Tool
You know the saying, “an image is worth a thousand words”? The same can be said about your product’s packaging – it is a part of your overall strategy. It bears your logo and communicates with your audience about who you are and what your brand mission is about.
There are countless ways you can use packaging as part of marketing. Remember when Coca Cola started putting names on bottles and encouraged their consumers to share a Coke with a friend?
By adding popular names to their 20-ounce bottles, their personalized packaging had a call-to-action that resulted in 500,000 social media image posts. The famous beverage company is known for its innovative marketing, yet their drink remained the same.
Unboxing Videos
The rise of the internet and social media gave way to heavily visual streaming and image content creation. It’s not uncommon to see influencers creating viral “unboxing” videos, where they receive and open packages of products. These bizarre but popular clips can attract millions of views and can range from high-end smartphones to Disney-themed Kinder eggs.
This is why packaging is so important: if someone can buy it, it most likely will be unpacked, reviewed, and talked about for millions to see. There’s more pressure than ever to make the pack stand out, so your product should be dressed to impress.
It’s A Chance to Make a Stand
Another new trend in the marketing world is brand activism. Consumers are becoming more conscientious about their purchases, and want to support companies that reflect their moral standing. One of the most popular causes to support right now is sustainability. If you want your business to reduce its environmental impact, you can start with the packaging.
Don’t let your demographic or brand be the dominating factor in eco-friendly choices. It is something that you can include in your brand, no matter what you’re selling. Packaging that’s recyclable or reusable will always give you leverage over other materials that are harmful to the environment.
Studies have shown that consumers were more likely to purchase from environmentally friendly companies. Opting for biodegradable and reused materials adds social value to your packaging, as well as your product and brand.
The Bottom Line
Overall, your packaging is your product’s spokesperson. It’s a limited amount of space to express yourself, but with enough creativity, you can invoke emotions and leave a positive impact on your customers. Don’t miss this opportunity to create a lasting impression both on the shelf and at the door.
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