While busy selecting products from the shelf and adding them in your cart, you might not have realized but the packaging design of the products has a direct impact on the likelihood that you choose a certain product. There are instances that you might have picked up a product from the shelf, casually looked at its design, felt the packaging, read the product details and probably even commented that it looks cute. With this scenario, there are high chances that the not-needed product is added to your cart. This is the power of good packaging!
Some companies might still believe that focusing on the product functionality and quality alone will win the market for the product but it is important to know that packaging is the reflection of the product that is inside that package.
In the world of marketing, it is believed that people eat with their eyes. The high focus on food presentation and the packaging are because tempting food not only makes a desire to consume but also makes the food taste better.
This article can be of help particularly for those who are intrigued at the impact that packaging has on the consumer minds and the purchase decisions that they make. The colours of the packaging design are highly important in how customer evaluate the product and the recall of the brand. Let’s try and think about ‘Toblerone’, the famous swiss chocolate. What came into your mind instantly? A triangular prism and some vibrancy of yellow and red, right? This the power of packaging colour for consumer recall and purchase. Colour of packaging has a considerable effect on purchase decision of the consumers. Marketers design product packages that use effective tones to communicate product perception to the consumers. Fresh, vibrant colours are used to give a fresher appeal to the products. Yellow is perceived to evoke joy, pink for sensitivity and beauty and black exhibits power.
Another role that the packaging has at influencing the purchase intent and decision of the customers is the functionality of the packaging. You would not want to pick a product out of a shelf with a beautiful packaging and the desired item that you would fear of being damaged in the process of transit. The packaging of a small compact that you would order from Dior online would be of major concern to you since you wouldn’t want to end up with a cracked product. The primary function of the packaging of a product is to safeguard it from being damaged during shipment or storage at the various locations. It is observed that consumers are attracted to products that have a newer and fresh package appeal. With two same products placed on the same shelf, you would always want the one that has a fresher packaging rather than the one that has a worn-out appeal.
Hence, it is identified that the packaging of the product, its colour, shape and size; and the functionality of the design influences the buying behaviour of the customers.
Reference Links
https://ksom.ac.in/wp-content/uploads/2016/11/web-Parikalpana-Vol-12-II.pdf#page=31https://smallbusiness.chron.com/importance-product-packaging-marketing-648.html
https://carterpaper.com/importance-product-packaging/