Days are gone when product packaging was reserved for protecting the product when moving from one point to another or when lying in the stores. Today, businesses are realizing the value of packaging in unlocking the full potential of a product. Being among the 5Ps of marketing, product packaging plays an important role in product and brand marketing. As customers expect much more from product packaging, businesses can use it to stand out of the crowd, attract customers, create an emotional connection, and nudge the customer subtly towards buying a product. In this article, we discuss a few ways packaging is playing an important role in driving business growth.
Differentiating your products from similar products is crucial to driving sales in a highly competitive business arena. Thankfully, packaging gives you an opportunity to enhance your brand identity and brand recognition. Constant use of brand logos, slogans, colors, and visuals makes familiar brands stand out and be easily recognizable in the midst of similar products. If you have done your marketing right, standing out attracts customers to your product, increasing your chances of boosting sales.
But, standing out with your packaging can be an uphill task without expert input. You need packaging experts that seek to understand your requirements and develop custom packaging for your products. Consider working together with a fashion, electronics, food, cannabis packaging design company, or whatever your products are to help you design packaging that sets you apart from the rest.
Communicating brand values
The modern consumer wants to associate with brands that share their core values. You can use packaging to communicate your values and beliefs, which helps attract customers who share the same values as your brand to your products. For instance, you can opt for eco-friendly materials that are biodegradable for your packaging. Think also of packaging that can be recycled or repurposed after using the product. Besides adding value for your customers, such packaging shows your commitment to saving the environment. Portraying your environmental consciousness not only improves your brand image but also attracts customers who desire to live sustainably.
Influencing purchase decision
When designing product packaging, thinking of first impressions is crucial. A lasting first impression plays an important role in enticing customers towards your products. And when they do, you have their attention for a few seconds to influence them to make a purchase. How can you do this? Use your packaging to communicate to them about the product inside. For instance, you can talk about the health benefits of the product or offer instructions on how to use the product. Also, you can provide the product’s measurements such as the height, depth, and width. For someone looking for a product that can fit in their home space, for instance, knowing the measurement can help them make a purchase decision.
Enhancing product experience
We are seeing so many people and influencers fill our social media news feed with unboxing videos for different products. This tells you that product experience is vital to the modern consumer. And using your product packaging to enhance the product experience can give positive results.
For starters, consider good quality packaging that protects the product inside. Spills and breakages aren’t likely to sit well with your customers. Moreover, quality packaging shows the value and durability of the product. In addition, ensure that it can easily be opened without tools or asking for help. Such elements combined with elegant and attractive designs create a good product experience.
Establishing an emotional connection
Besides wrapping up a product, brands can use packaging to wrap and deliver the right emotions to their customers. This helps form an emotional connection and enhance engagement, boosting sales exponentially. A good example is personalizing your packaging to appeal to different personalities. You can use stickers and quotes to capture your customers’ feelings and create a personal bond. You can also look for partnering opportunities with other brands such as fashion labels and films that your customers love. Then find ways to embed these brands in your packaging. For instance, you can use the faces of different movie or cartoon characters on your packaging.
Product packaging has grown beyond primary functionality to assist in marketing and selling products. Businesses can leverage the power that is in packaging to unlock the full potential of their products to take their businesses to higher heights. This includes using packaging that not only attracts but also influences customers to buy. In addition, use packaging to stand out, communicate brand value and connect with customers emotionally.