Why packaging is just as important to us as the product itself
When it comes to industry-leading products, it’s not just what’s on the inside that matters, but also what’s on the outside. Fair or not, consumers do “judge a book by its cover,” so it’s important for brands in all types of sectors to develop great packaging from both a functionality and design perspective.
Having great packaging makes a direct impact on your sales. In fact, a study by Nielsen found that “choosing the right design direction [for packaging] can increase forecasted product sales by 5.5%.” In some sectors, packaging can be a particularly important way to attract customers. Although Ideoli does not operate in the grocery space, we learn a lot from the sector, as grocery items’ packaging can make a very large impact. “Packaging on a supermarket shelf typically has less than three seconds to grab a consumer’s attention. Additionally, more than 70 per cent of purchasing decisions are made at the shelf,” notes Velda Croot, who served as a business development director at brand design firm JDO, as quoted in an article in The Drum.
So choosing the right packaging differentiates your brand from others and creates a strong first impression before the customer even sees or tries the finished product. “Packaging is absolutely fundamental, and I would say the most important element in the customer purchasing journey, and that’s whether you’re a leading brand or a challenger brand…if it doesn’t do its job on shelf then you’re wasting your time,” adds Simon Preece head of client partnerships at brand design firm Elmwood, as quoted in the aforementioned article in The Drum.
Product packaging is an integral part of the overall customer experience and directly appeals to consumers’ emotions. Think of the design aesthetics in tech stores like Apple and how the packaging matches that sleek, ultra-modern feel. Or look at how certain jewelry stores have iconic packaging that connects customers to feelings of luxury and exclusivity. In other words, packaging plays an important role in developing your brand and advertising your products. And for those familiar with your brand, it can help consumers quickly recognize your offerings.
