Product packaging if a large and very important element within the advertising and marketing mix, as this is generally one of the first things a customer is able to notice from your product or brand.
These first impressions are vital to get right, as they have a lasting and long term impression on the customer, and help to shape their initial thoughts, feelings and emotions when it comes to the product.
Quality and memorable
Excellent designed packaging can leave a long-lasting, clear image in a customer’s mind, and if something is unique and quirky it is more likely to stick in their memory. For example, a box of white chocolate that has unique packaging, bright colours and an expensive feel is more likely to be purchased and remembered by the customer, in comparison to a box of chocolates in a plain clear box that has nothing memorable on the packaging. The way your product looks can alter the perception of the quality of the product itself, from making it appear more appealing and tastier just through visual merchandising. Quality, well thought out, luxurious packaging can help portray to the customer that your product too, is equally developed to a very high standard.
Protecting products
Many businesses fall short and assume that packaging is only to get items from one location to the next, when in fact there is much more to it than meant the eye. (Yes – pun intended!). However, good quality packaging will affect sales as it helps to protect your product en route to its destination, ensuring it remains in pristine, sellable condition and minimises the risk of lost product sales. Therefore it is important not to compromise on durability or sufficient protection when transporting products.
Product packaging offsets the price
Having unique packaging that a customer would be happy to display in their home or keep even after the product runs out, can help customers justify spending that little bit extra on your product. Many customers also try to shop for items that fit their beliefs and values, such as sustainable and eco friendly items or brands. If your product has any unique features such as these, it is important to clearly display this on the packaging as it can be a great unique selling point to further advertise upon, and will aid in catching these customer’s eye when shopping.
