Visual Appeal of Retail Packaging
The appearance of a product is a significant factor that can have a big impact on sales. However, many startups tend to overlook the importance of retail packaging. Retail packaging is a crucial element in the retail process and can be a powerful marketing tool that influences consumer behavior and the perceived value of a product. In retail packaging, manufacturers need to ensure that their products stand out from the competition. Apple is a prime example of a company that has established its brand appeal and demand by focusing on product appearance. Their products are so popular that people pre-order them months before the release date. Similarly, Method, a well-known brand, has invested in unique bottle designs for their product packaging, which helped them break away from traditional new product launch accounting. In both cases, product design has been the key driver of their brand identity and remains at the forefront of their business strategy.
Point of Purchase Decisions and Your Packaging Design
Did you know that a significant percentage of buying decisions are made at the point of purchase? According to research, between 70-85% of purchase decisions are made when consumers are physically in the store. This is why it’s crucial to pay attention to the design of your packaging. Choosing the right color, shape, size, texture, and finishing technique for your product’s packaging can make all the difference in the world. Effective packaging should cut through the clutter in the marketplace and provide an instant appeal that can trigger a purchase. It should also enhance other design elements such as shape, feel, finish, and graphics. Also, packaging should present “sensorial cues” that evoke an emotional response from the consumer.
As consumers have more product options to choose from than ever before, retail packaging has to meet their demands. Consumers move quickly, scan a huge range of products, and make decisions in seconds. Thus, it’s important to put careful consideration into the color, packaging shape, textures, and added elements such as metallics and custom finishes like embossing or foil stamping. It’s also important to keep in mind concerns about shipping, packing, and product safety while developing the packaging.
Your Brand Message
When creating a product, it’s important to pay attention to various factors that can influence a consumer’s emotional response. The color scheme, packaging shape, graphics, and added features like metallic elements, windows, and ease of opening, are all elements that can impact a customer’s perception of a product. It’s crucial to conduct research into the market segment, their preferences, and a vision that best represents your brand message. This can include selecting the appropriate color combinations, textures, and finishes that align with your brand values and help signal the concept of fun, luxury, wellness, beauty, health, or any other desired response. By considering these factors, you can create a product that resonates with your target audience and helps establish a positive brand image.
Retail Packaging Development
When developing a new product, creating an effective retail packaging design is crucial for attracting potential customers and driving sales. To achieve this, it’s important to conduct a thorough market evaluation to understand the demographics of your target audience. Factors such as age range, gender, economic status, education level, and cultural preferences should be taken into account.
Smart Use of Color
Color plays a significant role in catching the eye of your intended market segment and can be an essential factor in triggering a purchase decision. In many cases, the packaging design may be the only source of information available to customers, particularly if they are not familiar with the brand. Therefore, the smart use of color, design, and shape of the packaging can make all the difference in creating a positive first impression for potential customers.
Texture and Finish
When it comes to packaging design, it’s essential to consider all the elements that can attract consumer interest. Textural elements and finishes are particularly effective in capturing the attention of consumers, as they inspire a closer inspection of the product. Custom textures and finishes can also encourage a tactile response, leading to increased interaction with your product.
Whether you’re creating packaging for a new product, rebranding an existing product, or expanding your product line, working with innovators who have a deep understanding of consumer behavior is crucial. They can work closely with you, your marketing team or your design team to create a retail packaging design that resonates with your target audience and drives sales. response to various colors, shapes, textures, and finishes.
Should You Invest More in Retail Packaging?
In the marketing industry, the role of packaging and design has evolved. The success of brands like Apple has shown that simplicity in packaging and consistent marketing strategies can greatly impact product success. While minimal packaging design may be suitable for products that rely on their beauty and visibility, it is important to remember that packaging still needs to protect expensive products.
Gone are the days of “utilitarian design” where product benefits were the sole driving force of demand. Consumers now seek products that not only offer benefits but also complement their decor and lifestyle. While some products may require minimal packaging and messaging, it is not always a feasible option due to package costs and competition. As a result, these factors are often left to the last possible moment before delivery deadlines.
Does Your Product Have a Visual Appeal?
The visual appeal of products has become a crucial factor for most industries to attract customers. Manufacturers are continually innovating and updating their products with a touch of fashion to meet the changing consumer preferences. Even the famous designer Martha Stewart has influenced a wide range of products from bedding, and crafting to pet products. The DIY market has also adopted the fashion style, where buyers prefer a product that is not only functional but also stylish in shape, color, and design. When all other factors remain equal, the appearance of a product plays a decisive role in the buying decisions of customers. Therefore, clear retail packaging has proven to be an effective way to showcase the visual appeal of a product and protect it from dirt and damage.