The effectiveness of on-packet messages has been proven time and time again. Most recently, a study published on the ResearchGate platform indicated that health-conscious products benefited more from concise and recognizable on-packet messaging. Consumers will pay attention and make choices based on appearance, and that’s an important factor to consider for any business that deals with physical products. In the digital age, there’s another link to consider, too, and that’s how physical messaging interacts with digital interactions – can packaging spur consumers into forming a digital relationship with a brand?
Digital leads and packaging
One of the most important innovations in the field of on-packet messaging have been QR codes. Barcodes for a new age, these unique identifiers enable quick and easy access to web content for consumers, creating a direct and easy link for marketers. Digital marketing is everything; as marketing experts Neon Ambition highlight, even the most physically-based business needs to get on top of their digital content optimization and local search in order to beat the competition. As the New York Times highlights, the very use of a QR code is in itself a data-gathering activity, something that marketers can use. This makes them an extremely effective marketing tool on-packets. On a subjective note, they also create the suggestion that the retailer is tech-savvy and digitally active, which plays well with younger markets.
A tactile response
Another key tool that packaging can provide is the use of extra senses. Digital marketing is a case of eyes and ears; smell and feel don’t come into it. Conversely, packaging gives consumers the opportunities to literally get to grips with a product, to feel and smell it. This promotes the use of tactile packaging, according to The Drum. Packages that grab the eye and then provide something interesting to pick up are likely to generate further intrigue, and especially when it comes to children’s food and products. A notable user of this, historically, are Kinder, who’s paper-foil based packaging is distinct to many other plastic wraps.
Embrace new movements
Research conducted by McKinsey promotes one factor among many others in the world of packaging – sustainability. This is a key factor in purchases for many consumers, and especially millennials, and packaging holds a unique spot as a place where sustainability can literally be perceived. Having materials that promote the role of environmental consciousness to the buyer, and having a fact base to provide more in-depth knowledge to those who want it, is the key here. Sustainable packaging should be a factor as a minimum, and it’s absolutely wise to shout from the rooftops exactly how your company is involved in the sustainable goal.
The world seems to be ever-more digital, but physical packaging has an important role to play. For all of the ease of online, consumers want products they can feel and adapt to. Through this, marketers can tell evocative stories that might never get off the ground online.