First impressions always last a long time. Since the product’s packaging is the very first thing you can see as a consumer, it acts like an appetizer or a first-hand impression of what the product is all about. Most consumers look at the packaging and react to it at that moment.
Just by looking at the packaging of one product, you can make your initial scan on whether the product can satisfy your needs. In short, it influences your consumer buying behavior. The buying behavior of consumers is important for sellers because it is an initial step to the success of their products.
During that stage, users engage in searching, selecting, evaluating, purchasing, and using goods or services so as to satisfy their needs. Though there are many aspects you need to take note of when buying a product, its packaging, which is the first thing you see, can clear away your doubts and anxiousness about it.
Moreover, the packaging design of a product is a single opportunity for sellers to manifest the brand’s message clearly; showing the consumers that the brand is a better choice than any other competitors. With the many alternatives in the market, you must see to it that your product will rise above the others.
Products have an average of around seven seconds to make a good, unique, and appealing impression on a potential consumer. Thus, efficient product design is crucial to draw buyers’ attention and help them make a decision easier.
As a seller, you must give high regard to your product design. Many factors may affect how consumers perceive your packaging. The following are some of the factors that can influence it.
The Ability To Entice
It is quite a challenge for you to make a marketing plan that can entice a consumer. How much more can you interest them by just seeing your product design? An efficient product design creates a positive response from a customer.
The first stage to influence the consumers’ desire for buying your product is through marketing strategies or other forms of promotion. Packaging is the final stage of communication to seal the deal of certainty on buying your product.
The rise of different product offerings in the market makes the opportunity for your product to stand out more challenging than before. The impact of packaging design is crucial to driving increased visibility efficiently.
So, the things you need to keep in mind are the elements that can arouse and leverage your product. Some of the packaging elements are color, images, shape, typography, and brand name. Products with low risk and more substitute competitors have low involvement in the purchase. That makes packaging the only motivating factor.
The color is a huge influence on the design of the product. It is a direct and straightforward way to state a brand and set you apart from your competitors. Each color represents something. When you see light blue, it accounts for a healthier alternative. On the other hand, green means organic.
Moreover, the size of the images in your package gives a great impact on it; the larger the size of the image, the clearer and easier you can connect with your consumers.
There is also visibility impact when packaging is unique because it allows the customers to distinguish your product from others.
You must also make sure that your packaging is of high-quality. Quality is the number one factor that makes a good packaging. Low-quality packaging, notably defective ones, are not appealing.
If ever a consumer encounters or gets injured by a faulty packaging, the customer may be qualified to file a personal injury claim against your company; now that would be an unfortunate event. So, you need to double check and undergo a quality assurance process to ensure the quality of your product design.
Consumers’ Shopping Behavior
There is a huge variation of types of consumers’ shopping behavior. It may be fill-ins, stock-ups, quick trips, and special purpose visits. Each behavior influences which product will be able to make an impact on impulse behaviors.
There is unique packaging that will match a certain consumer’s behavior. It can consist of sweepstakes-type flashy packaging, unique collectibles, seasonal or event-type packaging. If you offer bonus packaging or multiple purchases offer on the packaging to consumers doing stock-ups, there is a high possibility of buying behavior.
Adding incentives to packaging makes a great appeal to consumers because of the convenience and pleasure they can directly get from potentially buying your product. It also drives your customers away from the purchase of a competing brand.
Let’s Make An Emotional Appeal
Emotions play a significant role on the needs, desires, and wants of a consumer. Having the knowledge to play on the emotions of a person is the key to the success of your brand. There is a necessity to make an emotional connection with consumers within a split second when they try to make a buying decision.
Most consumers buy impulse purchases because of their lifestyle needs and desire for self-expression. Your product design must reflect the consumer’s self-image and lifestyle; making use of this behavior will drive impulse purchases.
Products with packaging design that makes an emotional connection have a greater possibility of consideration during impulsive purchase moments. The overall impact of the product design, from its color, shape, imagery, messaging, and brand name all play a role in ensuring the resulting image creates an emotional appeal to consumers.
A way to connect with your customers on an emotional level is to make the packaging design authentic and genuine to the position. As much as possible, remove all irrelevant information that competes for the elements that bridge your product and the consumers emotionally.
Product design is an important aspect of the overall impact of your product. It is an appetizer or stimuli that creates either a positive or negative reaction for your consumers. Since the first thing customers see is your product packaging, the design clearly influences a consumer’s buying behavior.
Certain factors or elements affect the design of your product such as color, image, shape, typography, and brand name. There is a huge necessity to understand and know how these factors affect your product design.
On the other hand, consumer behavior is also equally important. You must understand a consumer’s shopping behavior to match your product design to increase your odds on making a sale. Consumers’ buying behavior ranges from quick trips, stock-ups, fill-ins, and special purpose visits.
Aside from that, you must not forget to constantly check the overall quality of your product because it may cause your downfall. Defective packaging makes a bad impact on your sales. Since consumers can file a case through a personal injury lawyer, demanding compensation for damages brought by your product, this may cause harm to your brand name.
Thus, the total package of your product significantly rests on your marketing plan, packaging design, and brand.
Hi, I’m Dana. I stayed in Dallas recently and now residing in Michigan because of work. I am an avid fan of traveling from one place to the other for research purposes. I am also fond of writing blogs and articles on a broad range of topics. Most of my articles are about technology, entrepreneurship, society, and culture.