Back in the day, marketers classified marketing campaigns into four unique categories known as the four Ps: product, price, place, and promotion — product packaging not included. This classic concept, developed by professor and author Edmund Jerome McCarthy, incorporated theories from sociology and psychology to gain customer behavior insights.
Because of these well-thought-out efforts to the marketing mix, best practices in the field were imemented and improved, guaranteeing successful marketing activities over time.
In today’s digital era, businesses are taking it up a notch by addressing the new fifth P on their marketing strategy—people. As customers now have a wide selection of products and services from numerous brands to choose from, companies compete to fit the preference of their target market; therefore, driving their sales revenues forward.
As a business owner, you have to quickly pick up market trends to balance the five Ps in your favor. With the rising consumer expectations and hyper-personalization, you would also want to develop fresh strategies to elevate your brand in the crowd. Better yet, find and focus on a sixth P that can add value to your enterprise: packaging.
First impressions last, whether it be in the offline or online space. To attract new customers and retain loyal ones, you have to wow them in their buying process. An effective and instant way to do that is by designing a special product packaging that is easy and pleasing to the eye.
Why Does Product Packaging Matter?
According to a study by Ipsos, 72% of American customers say that product packaging often influences their purchase decisions. When it comes to gift-giving, 81% agree that packaging design is a key factor that impacts their gift selection. As for luxury items, 61% of buyers say they’re more likely to repeat a purchase if it comes with premium packaging.
Following the craze in product unboxing videos on various social media platforms, more companies are jumping on the hype to impress their customers through better packaging. Backing this up is a Dotcom Distribution e-commerce research that shows 35% of consumers watch this type of content, with 55% convinced to make a purchase just by the satisfying look and feel of the unpacking process.
Keeping these statistics in mind, it becomes crystal clear that packaging should not be underestimated and overlooked. For product-based companies, it counts as a crucial component in marketing strategies to improve a business’s overall performance.
And so, to secure a lasting positive impression and customer loyalty to your brand, start by asking your team: “How do we want to present our product to our audience?”
6 Reasons Packaging is Important for Your Brand
Now that you know how effective product packaging is as a marketing tool in driving numbers for your business, it’s time to learn about its main functions and see how you could use them to your advantage:
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It protects your product.
At its core, product packaging is a layer of protection that keeps the product inside safe during shipments from the manufacturer to the retailer. It also protects the items when placed in storage rooms or while on display in stores.
Although design plays a role in creating effective packaging for your brand, you first must ensure that its structure is reliable and sturdy to prevent tampering or damage. After all, it’s what’s inside that matters the most to the customers. Some companies even box their goods with seals and sturdy outer packaging to guarantee the integrity and safety of their products.
As customers expect their purchases at certain levels of functionality or newness upon use, this is where packaging comes into the picture by assuring them just that—an intact buy that has excellent value for money.
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It speaks to your customers.
Consider product packaging as an ad or marketing space for your brand. Let it promote and display the product within by designing smart and creative covers.
For instance, the front of the packaging should introduce the product and convey a concise and impactful message to your customers, easily drawing their attention to it. It should also showcase your brand from the get-go to set it apart from competitors.
At the back, enumerate important information about the item to help manage the buyer’s expectations. Remember: the more the consumer understands their purchase, the more likely it will result in excellent customer satisfaction.
For complete transparency, the information zone in your packaging should list the following details:
- Ingredients or materials
- Instructions
- Warnings (expiration date, age recommendation, etc.)
- Government regulatory information
- Price
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It attracts buyers.
Let’s not forget that the main goal when running a business should always be to draw consumers in and persuade them to buy from your brand. When developing packaging ideas, you must take into account the wants and needs of your target audience.
Since first impressions significantly influence an individual’s buying process, choose the right style and colors that best suit your business branding. Test out a selection of high-quality materials as well to ensure that your packaging is as durable as it’s presentable.
Keep in mind that packaging provides a great reflection of the product inside and the brand, so take the time to map these all out before production. Even large brands put in extra effort when coming up with attractive and compelling packaging by conducting in-depth research on the public’s take on product designs.
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It builds genuine connections with the consumer.
With everything done fast-paced and methodological these days, your business should take a second to build an authentic bond between your customers. By reaching out to them through customized package designs, your brand can extend and enhance your narrative and outreach which can ultimately double as an effective marketing and sales pitch.
For both online and offline, feel free to use creative copies, sketches, and typographies to create an unforgettable impact on your customers. Try including thank you cards and personalized labels with names and stickers in the mix to transform your packaging and product into something special.
Going the extra mile allows you to share your brand story with your customer base, all the while converting some to become patrons of your business.
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It can advocate for sustainability.
According to the U.S. Environmental Protection Agency (EPA), 77.9 tons of municipal solid waste come from packaging per year. On a smaller scale, it contributes to 65% of all household trash.
Because of this, consumers now grow more conscious about their carbon footprint, making product packaging top of mind whenever they make a purchase. Supporting this claim is a recent survey that shows 57% of buyers are willing to pay more for products with environmentally friendly packaging.
If your business supports the green movement, going for reusable packaging makes the perfect investment that goes beyond the presentation of the product. While many companies are currently switching to sustainable labels, your brand can champion it to more people, especially those who are yet to live a green lifestyle.
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It makes your product stand out.
With today’s growing consumerism, you can be sure that thousands of products are similar to yours in the market. As a consumer yourself, if you walk down the aisle in a supermarket, chances are there are new additions to the shelves that might pique your interest. On the internet, a quick scroll on your favorite e-commerce site can show you the latest must-haves you can’t miss out on.
With all this noise from your competitors, you want your brand to stand out on a product page or in-store. To do that, develop an appealing and strategic product packaging that can help build a strong and lasting impression for your business.
Consider the logos, colors, fonts, and style you will use to design your cover and ensure it aligns with your brand bible. While most products have a standard size and shape to their packaging, think outside the box and create an innovative design that will put yours a cut above the rest. Experiment with clear plastic boxes for a clearer view of the product inside or velvety packages for a luxurious feel.
Start Creating Impactful Product Packaging Today
There are a lot of factors to consider when designing a good product packaging. As a business owner, you get to call the shots about how it will turn out, especially since packaging is a crucial portion of a marketing plan that can increase your bottom line if done correctly.
For starters, here are questions your team will need concrete answers to establish an effective packaging for your brand:
- What products are we selling? Start simple by identifying your product. Going into the specifics of its material, size, and type are essential, as it will determine the quality and dimensions your packaging needs to be.
- Who is our target market? Going back to the concept of a customer-centric business model, you have to know your audience to understand what will be hot for them and what will not. Having this mindset will surely help you gain more customer satisfaction, ultimately benefiting your business in the long run.
- What is our brand style guide? More than keeping your ideal customer in mind, your product packaging should also represent your brand best. As it can be the first thing consumers see of your business, your cover should easily reflect your business to make it shine from the rest in the game.
Before launching it to the market, make sure to review it for any graphics or text revisions. Go over the contents in the front and back package as well to enhance your laid-out brand story, should there be a need for it. And lastly, be open to the possibility of change. Your design should be versatile enough for more packaging drafts when your business expands its list of products in the future.