You must have heard of the proverb “Dress to impress. Talk to express.” In the world of consumer goods, a product’s packaging can be considered its ‘dress,’ and it does speak volumes about the brand that packaged the product.
The more safe, trendy and eco-friendly a product’s packaging is, the better the impression that it leaves in the mind of the customer. Recent studies have shown that product packaging plays an important role in marketing a brand. It could even turn the company’s customers into its evangelists.
While I was in Canada, I used the packaging and transport services provided by FlexPak and they were delighted with the quality of service provided. FlexPak offers a wide variety of packaging materials (like flex-foam, corrugated boxes, etc) and packaging techniques. They pack materials depending on their size, value, and type so that every single item of the customer’s goods are delivered safely without overspending. This company hits all the right notes when it comes to packaging and transporting products and I would recommend its services to people I know.
Let us have a detailed look at how a product’s packaging impacts the purchasing decision of a customer.
Impact of Colorful Packaging
The more colorful a product’s packaging is, the more it appeals to the customer. After all, we are no longer living in the black and white TV era. Colors communicate a brand’s intrinsic value to a customer. Sometimes colors can also ‘describe’ a product to a customer.
Different colors can be used to communicate different values to customers. For example, if a product is packaged in a yellow pack, it communicates the feelings of joy, clarity, enthusiasm, and warmth to a customer. Red conveys feelings of passion, affection, and love. Blue conveys coolness, innovation, and intelligence. Green conveys safety, health, taste, eco-friendliness, vegetarianism, etc.
Impact of Trendy Packaging
The more stylish or trendy a product’s packaging is, the more it appeals to customers, especially the youth. People are very fashion-conscious these days and love to use or own ‘trendy’ things. People feel that using trendy or fashionable things speaks volumes about their ‘personality’ and yes it does. It goes to show a person’s taste in artistic things and also goes to show how up-to-date that person is regarding modern trends.
One of the key factors that contribute to a product being ‘trendy’ is its ease of use or ease of opening. People do not like to spend a lot of time and effort in just opening a package these days. They would like the packaging to be easy to open and trendy.
In short, the trendiness of packaging includes its stylishness, ease of opening and eco-friendliness. If a product’s packaging is trendy, it will leave a good impression of the brand in the minds of its customers.
Impact of Safe Packaging
This is perhaps the most important purpose of packaging a product. Every product, irrespective of its size, value or type must be delivered safely to customers; right from the moment of packaging through its journey through the supply chain. The more safely a product is packaged, the more it shows to the company’s customers, how much the company cares about its customers and its products. The more a company cares for its customers, the more its customers will recommend the company’s products to other people. Therefore, even the safety of packaging plays an important role in marketing the company’s products to its customers.
Nobody likes to waste time returning a damaged product and waiting for a refund or a replacement. It is a tedious process to resolve that issue via the company’s call centers. If the product is made up of delicate material/s, then an instruction stating “Delicate product: Handle with care.” must be printed at the sides of the package.
The materials used for packaging should be decided based on the type, size, and value of the product. Heavy-duty electronic goods like refrigerators need high-quality materials like stainless steel for their packaging with a lot of shock-absorbers (like cotton, sponge, thermocol balls, paper, etc) inside the package. Small consumer goods items like pillows or food items do not require such extensive packaging.
Though safety, style, and color are important factors in packaging a product, a company must not overspend in packaging. The cost of the packaging must remain well below the profit a company receives by selling the product. A company must make a good impression in the minds of its customers and remain profitable at the same time. “That’s the true purpose of launching any company according to me.”