Turning a potential customer into loyal consumer is the biggest challenge for any marketer. To achieve this single goal, marketers invest huge sums of money on advertising, sales promotion and other marketing strategies. However, often ignore the one unique technique that can bring change among the mindset of the consumers regarding a particular brand. This technique is innovative and eye-catchy ‘Packaging Design’ that lure people & create curiosity among them for that product.
Making a purchase decision depends on several factors. Sometimes a customer knows which brands to choose and many a times they have no or very less idea about brands. And this is the time when lucrative designs can leverage & attract customers to the shelves.
Influencing people is quiet a tough task. While the buyers roam around the different shelves in a retail store, product packaging is something that can grab their attention. However, different people react to a particular packaging in differently. For instance, a kid likes a packaging that have graphics contrary to the teenager who might find it too cheesy & would prefer something that is colourful yet cool. Being precise, preference changes with demographics.
Smart packaging provides a brand an opportunity to connect with the emotions of the consumers. It’s a well established fact that when people feel or connect with a product of a specific brand, they tend to buy it. A classic example of that is Amul Butter which has been a favourite brand of consumers. The packaging of Amul Butter is simple yet eye-catchy with the mascot of Amul Girl smiling on it.
Several research has been done on the impact of it on sales & those reveal that approximately one-third of consumers purchase-decision is based on packaging as it is the first exposure of a brand to the client. Therefore, it becomes crucial for marketers to devote more time & energy to decide about the packaging design of the products.
One more important factor that enhances the look & feel of a product package is the colour combination that a brand uses. Not all colours in the spectrum appeal visually and therefore brands should be very choosy while deciding about the colour.
It’s a competitive world & everyone wants their products at the top, catching all eye-balls. Brands compete with each-other, in every aspect, and keeping in mind the impact of innovative packaging, marketers should not ignore it. After all, first impression matters, in every case!
One-third of consumer decision-making is based on packaging, according to research cited by The Paper Worker in the following infographic.