For any product, the packaging is a way to engage with your consumers and create a brand identity. The right packaging can help you build a relationship with your customers, and provide them with some excitement and enjoyment, giving them extra value for money at little cost to you.
Here is our list of the top three reasons why packaging is important to any product if you want to create lasting brand loyalty with your product’s consumers and grow your customer base.
A Little Bit of Theater
The packaging of any product performs part of a ritual for consumers, whether you have designed it to or not. Opening a package is a little bit of theater, and the best packaging takes this into account.
When you open a box, it is like opening a present on your birthday, and it is an action that guarantees discovery. Finding out what is inside, and how it looks and feels builds excitement, and having packaging that heightens this excitement increases the pleasure and positive feelings a consumer has about a product. Unboxing a product is so enjoyable that videos of people opening boxes are popular online. Packaging can also add to the presentation of a product, so even seemingly dull and purely functional products can be given some razzle and dazzle by attractive packaging.
It’s a Form of Communication with Your Consumers
How your product is presented, and what text accompanies this presentation, is one of the ways your consumers get to know you, your products, and your company.
Packaging should speak to the consumer about who you are and how you do business. If you are a company that aims to do business in an environmentally sustainable way, for instance, then your packaging should reflect this commitment. This would mean plain, but cleverly designed, packaging that uses recycled and recyclable materials. If you want to underscore the exclusivity or decadence of a product, then more elaborate packaging is required, often using more types of materials and it would have a high-quality finish.
Packaging Can Be the Product
Some products require a container that the consumer will need to use to consume the product inside. There are many examples of this in the food and beverage sector, for example.
Sodas like cola and lemonade are more than 100 years old, but the origin of the soda can begins much later than that. Here we have an example where the packaging and the product become hard to separate. The product is the beverage inside the can, yet without the can the product is unusable. The design of soda cans is a big concern to companies like Pepsi and Coca-Cola. Not only must it be functional and simple to use as a container, but it also adds as an advertisement for their product to tempt consumers to purchase. Packaging like this needs form and function to make a product successful.
The right packaging can help sell a product, add to its value, and provide the customer with an experience as well as a product. By using a clever and innovative packaging design you can increase your sales and build a loyal customer base that is engaged with your products and your company.
Featured image: Royalty Free Photo