We’re not supposed to judge books by their covers, but we do. That’s the way humans are wired—and it’s on you to tap into the emotions of your consumer if you want your brand to be remembered. The value of branded packaging has massive potential.
Sure, the Apple example is played out, but there’s something to be learned. For iPhone fans, you know the giddy feeling you got when you first slid that white box open. You didn’t have to wrestle with it to get to the goods inside, the simple design was easy on the eyes, and the material felt silky smooth.
It wasn’t a box anymore, it was part of something bigger—something grand for you, the consumer.
“I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.”
- Jonathan Ive, Apple
How do we this? Take something as seemingly simple as unpacking, and turn it into a ritual for someone? Suddenly think about storytelling and showmanship with our packaging?
To better understand the importance of custom packaging, let’s break down the “why” and “how.” Then, you’ll have the necessary foundation in place to create a great experience for your consumer.
Instead of simply telling your clients
that you’re different, you need to
have something to show for it.
Why Product Packaging is Important for Your Brand
To really understand how consumer behavior is affected by packaging, let’s go with a classic and start with why.
Too many businesses communicate the same message: “We’re different—want to do business with us?” Instead of telling your clients that you’re different, you need to have something to show for it. Something that speaks to the why of your business—and more importantly—speaks to your consumer.
“Design is how you make your first impression with your consumers. Make sure it is a lasting one.”
- Jay Samit, Deloitte Digital
Today’s consumer is wildly different from the consumer of yesteryear. They have infinite choices and they expect more from brands. A decent consumer experience won’t separate you from the competition, but a great experience will.
In a study by Flexible Packaging Association, 80% of brand owners agreed that packaging had the power to influence brand value. Product packaging is so much more than a branding tool with your company logo, fonts, and colors. It is a way to connect with your consumer on a deeper level, to convey the vision of your brand in a way that inspires them.
How Packaging Influences Consumer Behavior
Science backs up the claim that packaging makes a real impact when it comes to how we perceive a brand. Ever heard of neurodesign? As outlined in The Science Behind Superb Packaging infographic by MarketingProfs, neurodesign research looks at how the human brain perceives different packaging designs.
Studies show that packaging details help a person to determine what the product will be like. In fact, the second that a product is placed in someone’s hand, they are more likely to have an emotional response.
When a person sees a product for the first time, the brain determines whether the product is pleasant or unpleasant. As an example, choosing the wrong font can cause unnecessary friction for the consumer. Research shows people estimated it would take twice as long to perform a simple set of exercises when the two-sentence description was printed in Brushy rather than Arial.
Your brand can offer a seamless consumer experience or one that causes friction. This psychosomatic relationship shows how packaging influences consumer behavior and how crucial it is to make some moves if you want to make the right impression.
Your brand can offer a seamless consumer
experience or one that causes friction.
Choosing a Custom Packaging Vendor to Support Your Strategy
Ready to present your product in a way that ensures a positive experience? Well, friend...it’s time for a mindset switch. Packaging shouldn’t be an afterthought, it should be part of the strategy from the get-go, a unique experience that wins your consumer over.
As surprising as it may seem in our digitally driven world, the packaging industry is becoming more innovative to meet rising demand. Between a range of new products, platforms for product branding, promotion, and identification, as well as lightweight packaging (translation...cheaper shipping costs), there are many options at your disposal.
These options can be overwhelming. Choosing a custom packaging vendor is a smart move, whether you’re unsure about how to get started or crave more expertise to guide you in the right direction.
The Inspired Results team gets the value of branded packaging. And, we ensure your product packaging and printing inform a positive brand experience for your consumer. We’re here to listen to what you need, meet your company goals, and offer inspiring solutions.
Reach out for a consultation and we’ll get started!
