It’s easy to overlook packaging when you’re producing something on a larger scale. At the most fundamental level, it’s there to protect the product inside it. But any trader, marketer, or entrepreneur knows that packaging can make or break success.
Whether you’re starting a new business or evaluating an existing strategy, it’s always worth knowing how and why packaging makes a difference.
Why is packaging important for customers?
Packaging influences every decision a customer makes before they buy a product.
In a recent survey of more than 3,000 hard cheese buyers across Europe, almost nine in ten said that transparent packaging is important for them. A further seven out of ten said that the quality of the seal was the most crucial requirement. It’s clear that from the first interaction in-store, packaging plays a vital role in the buyer’s choice.
Why should brands take packaging seriously?
Impact and appeal
Packaging is a guaranteed way to stand out from your competitors. Creating something memorable and iconic will give your packaging more power to influence potential buyers.
When your customers recognise and adore your brand by your packaging alone, you’ll know that you’re doing something right. Personalisation is one of the most effective ways to market your brand, and any designs or images can be easily transferred through different digital mediums.
Whether you use Instagram for business or you prefer to put up posters in town, having a font, colour palette, and brand image that your customers know well will only enhance your brand’s reputation. And when this is transferred onto packaging, the benefits will futureproof your most-loved products.
You can make your packaging something special by personalising it. This tactic not only encourages your customers to share photos or stories of your product online and in person but also keeps them engaged for the next season or release.
Small touches can be the most emotive. Whether it’s a signature colour or a token card or a gift you leave in the packaging delivered to your customers’ homes, it needs to be something that sticks.
Carry the momentum with the personal touch of same day delivery that’ll will help you connect to your customers even more. By using this technique, you can deliver the same message every time and create something consistently meaningful.
The materials you use in your packaging speak volumes about your sustainability commitments. And as customers are more likely to shop online, they will choose their brands carefully in line with their own stance.
Even though man-made materials might look eye-catching or hold your product particularly well, using recyclable, compostable, or recycled materials demonstrates that you take your climate commitments seriously.
If your customers receive packaging that isn’t eco-friendly or reusable, they might avoid your brand in the future for that reason. Design and deliver your packaging with sustainability in mind.
The way you package your products shows your customers everything they need to know about how you see your brand. From your image to the way you value your customers and the environment, there’s no better way to send a constant message.