When shoppers blindly walk into a store, the first thing that catches their attention is the packaging of the products.
Packaging serves as a gateway to the product because it’s what the consumer sees and touches. This often affects their purchase decision and it makes a difference in determining what products get noticed in the store.
From high-end boutiques to packaged food, companies are coming up with more distinctive packaging that separates them from their competitors. Despite different styles and strategies among companies, there are few common considerations regarding packaging that are becoming essential for consumers.
With many similar products in the market, not many of them can stand out and catch the consumer’s eye. Packaging allows the brand to speak for itself before the product does. Premium packaging enhances the customer’s purchasing experience. It also increases the memorability of the brand which helps to gain new customers and retain the relationship with the current one.
Decision Making to Purchase
Consumers oftentimes seek opinions from their references groups such as family, friends, co-workers, and reviews online to help them make a purchase decision. Each input a customer receives affects their attitudes and perception of the product. However, it can be difficult to filter out information and suggestions from reference groups. There are many pieces of evidence that show that consumers only retain the information that appeals to them.
So when consumers are facing conflicting signals, they are more likely to make impulsive decisions. If they’re already in the store, under the circumstance, they will rely on heuristics such as the product’s packaging to allow them to skip through the multiple decision-making processes. According to Torben Hansen’s conceptual framework, he shares that when consumers perceive a product as immensely in high value, they are more satisfied.
The Benefits of Packaging in Marketing
When a customer walks into the store, they are greeted with the store shelves stocked with various products that are packaged inside bottles, jars, boxes and other containers. They are all designed in different colors, sizes, and shapes. Packaging plays an important role in the marketing process; many companies invest money and time designing and planning it.
1. Products Protection
One benefit of product packaging is that it ensures that products are safe not only during transportation but when they sit on the shelves. It is extremely important for customers to receive their purchased products undamaged. This will deliver a positive experience to customers since it shows that the company put in care and consideration for their product. On the other hand, poor packaging can result in bad customer service and reputation. If products are not packaged properly, consumers will perceive the products as lacking quality, decreasing the value of the products.
2. Information Provision
Product packaging communicates information about the product with consumers. It provides information and instructions for the product’s features, benefits, and use. The information is either mandated by law, promotional, or a combination of both. This information helps consumers make a buying decision without needing to speak to an employee.
3. Branding Reinforcement
Product packaging builds product character within the products to keep consistency in quality and design. Branding elements reinforce the product’s recognition which helps consumers recognize the products on shelves instantly. Product packaging plays a crucial role in branding, whether it’s in advertising, online websites or the traditional brick and mortar stores.