Have you ever picked something up from the shelf because it stood out? Or decided between two similar products based on the packaging? Us too. That’s the power of packaging. And while we are taught never to judge a book by its cover, ultimately, these first impressions count…especially when you can’t start to enjoy the product at the store.
While the primary function of packaging is to protect the product inside, the importance of packaging design is to grab the attention of the consumer and make them want to buy it. Packaging design influences consumer choice heavily, but these days, standing out on a shelf is becoming more and more challenging in a saturated market.
So, what are the three main reasons why packaging is important?
Split second decisions
Let’s face it, we’re all busy and don’t always have the time to browse the shelves in Sainsbury’s, Tesco or Aldi. Most of us have our favourite go-to products that we purchase each week without question.
Judgments are made in a matter of seconds in a crowded market space, so if you’re new to the shelf, you’ll need to capture the attention of your ideal customer fast.
Reinforces your brand identity
Your product might be the first time a customer comes across your brand, so ensuring that your brand identity and brand story is strong is really important. Not only will this make you more memorable, but it will ensure consistency and help you to stand out from the competitors.
Shopper marketing and in-store activation often tries to help brand and product recognition before you reach the store and when you are there in various ways, but that is another story.
Tells the customer key information
As well as the look and feel of the packaging being important, you need to tell customers about the product and your brand too. For example, is the packaging recyclable? Does the product contain nuts? How long does it take to cook? Where is the product sourced from? Who are you?
These types of questions should be answered on your packaging as they can heavily influence your customers decision to purchase.
With just these three benefits alone, you can see why product packaging is more than just about protecting the product inside. Next time you’re at the supermarket, try and see what catches your eye and why.
Take a look at some of the packaging we have worked on.
