The eyes have it. It is true, and it is hardwired into our brains. Anything that looks beautiful and appealing to the eyes is likely to trigger an assumption that it will be appealing other senses. This is something to consider with regard to product packaging.
Product identification and awareness are the primary functions of packaging and labeling, of course. They provide customers product information including ingredients, nutritional facts, volume and buy-before dates. They also play an important role in marketing. More than ever, standing out in a sea of sameness is key to grabbing consumers attention.
Attractive packaging helps to create a customer’s connection to a brand with some functional and emotional content. Information related to storage and preservation of package contents and features that make the product celebratory, aspirational or proud to own or gift help create a relationship with the brand.
An attractive package isn’t everything, but visual appeal does matter.
How Packaging Relates to Marketing
Consider the role packaging and labeling plays in the marketing of a product.
1. Providing Important Information to Customers.
Delivering information to the customer quickly and conveniently is the core of every marketing campaign. This is especially true for new products launches, where product information plays a crucial role in market penetration. Packaging should deliver essential information—such as how to use a technology device; how to cook or store food; procedures and precautions to take during product usage; and so on. In short, it gives the details that you can’t cover in short form advertising.
With more and more people shopping online, even for food, the role of information delivery in packaging becomes even more pronounced. Unboxing a new package from an ecommerce transaction will be the first time that a consumer interacts with a product and brand. This unboxing is critically important and can even have a psychological influence on how much enjoyment the consumer gets from a product. Online sales create a new channel for reaching customers and driving sales, but it’s important not to fall into the trap of thinking that this eliminates the need for attractive packaging.
You can use your packaging information to protect your company. While it is true that you can’t give all the information about your product in short form advertising, what if someone sues you for information not provided? Printing the information on the packaging safeguards the company.
2. Showcasing Sustainability.
There is a good reason why more and more businesses are opting for sustainable packaging across the world. In 2016, the global green packaging market reached $139,000,000,000. Also, it is expected to cross $230.000,000,000 by 2024, equaling a compound annual growth rate of 6.5% between 2016 and 2024.
Biodegradable molded fiber is gaining rapid commercial importance in the packaging industry and is one good way to show your customers you care. Consumers are not just ready to buy something that’s environmentally friendly but are also willing to pay more for it.
3. Extending Brand Image.
When we think of any major brand, we generally see an image of the brand’s signature product package. The packaging is responsible for the product’s brand image and brand recognition.
The role of packaging in marketing the marriage between form and functionality. The purpose of the packaging is to entice customers not only to buy the products but also to come back for more. It becomes synonymous to your brand’s image, as it grabs the attention of your target audience, while functioning as a tool for information transmission.
It is therefore essential to consider all aspects of your product packaging so that it creates the most profitable impact.
Putting it All Together.
Once you have figured out the perfect packaging for your product that’s when ORICS can help provide you with the perfect automated system to get your product into the packaging. Our superior designs can help you maximize productivity, extend shelf life and freshness, expand distribution territories and maintain quality control.