Considering the importance placed on packaging, it is not surprising that a great deal of research is spent on motivational research, colour testing and psychological manipulation in order to ascertain how the majority of consumers will react to different packaging designs. Based on the results of this research, past experiences, and the current and anticipated decisions of competitors, the marketer will initially determine the primary role of the package relative to the product. Quality, safety, distinction, affordability, convenience, or aesthetic beauty are important factors to consider.
Based on Lumen Learning: Boundless Marketing - In a supermarket, a shopper passes about 600 items per minute, or one item in every tenth of a second. Thus, the only way to get some consumers to notice your product is through displays, shelf hangers and, last but not least, effective packaging.
“An effective packaging looks attractive, impresses with its creativity and is just nice to have on the shelf.” – Smashing magazine
Here are the ways packaging can be used as a marketing tool:
1. Functionality and innovation
Innovative packaging can make old products seem new, especially if it has a strong novelty appeal, for example, seasonal packaging. Unusual packaging can help to increase interest in a product and therefore boost sales. However, whilst innovation is appealing, functionality is essential for successful product packaging design. As great as a design may look, if packaging can’t stand up properly on a shop shelf, it is nowhere near as effective.
Photos above: Packaging manufactured by us, Custom Printed Bags and Boxes, for our client Chobani
2. Print Valuable Information
Products can be more attractive and appealing to shoppers when they can find detailed information about the goods on the label or packaging. This information may include all or any of the following – ingredients, direction for use, collectable images, among others. While designing your product packaging, it is essential to know the needs of your customers and the legal information required on your packaging. Your product packaging design can resonate with these needs. Some businesses may take advantage of big upcoming events by printing information related to it.
Photo Source: boxes manufactured by us, Custom Printed Bags and Boxes, for our luxury candle client
3. Perceived Value
Whether you know it or not, you automatically determine how much you’re willing to pay for an item before you look at the price. Consumers assign a value to the product and that value is determined, in large part, by it’s packaging. A well-designed package will establish the appropriate perception of value so that you feel good about the purchase even before you experience the product.
4. Clear Concise Brand and Product Names
It is an absolute necessity that whatever packaging design you opt for should grab the user's attention to your brand. Customers will never buy an item if they don’t know whose product they are buying. This will leave your product lying on the shelf for longer. For this reason, your product name should be clearly and boldly written on your packaging. This is an essential marketing and branding strategy.
Photo Source: Custom Printed Bags and Boxes manufactured these custom flat pack boxes
All the strategies mentioned above have the same goal and objective and that is to give your brand more exposure and visibility.
Custom Printed Bags and Boxes is a packaging and paper bag manufacturer and specialises in supplying innovative bespoke bags & boxes. Using the best technology available & with highly trained packaging technicians, we custom make bags and boxes to your unique corporate, event, promotional or product packaging & bag needs.
Our Founder Clara comes from a marketing and branding background, Clara understands that the look and quality of product packaging is as important as the quality of the product itself.
If you need assistance with your product packaging (or any bespoke packaging or paper bag needs) please feel free to call or email us
Clara Cassidy, Founder and Marketing Manager of Custom Printed Bags & Boxes, is a marketing professional with years of experience in branding, promotions and events.