It is a well known fact in the world of marketing that packaging design is a critical element to ensuring your product performs well in the marketplace. But why is that? What exactly does packaging design do for your product? At Elevate Creative we believe in our packaging design services. Here are 7 key reasons why your company can’t afford to ignore the power of packaging design.
1. Catch The Eye Of The Customer
Most customers don’t shop with their minds, they shop with their eyes. Meaning, if a particular product catches their attention, they’re more likely to stop and take a closer look. It’s the same reason companies use exciting or brightly colored logos, or wrap their products in flashy packaging. The world of product marketing is stuffed to the brim with competition, making it all the more imperative to make sure your product gets noticed.
2. Make A Memorable Impression
A product that doesn’t attract attention won’t sell. It’s a simple as that. If you were to place two well known products of the same price, say sports drinks, with similar packaging designs next to each other in a store, it is expected with a relative certainty that they would sell competitively. So what makes them different? Packaging design. Good design will get your product noticed, but not much more. Great design will ensure your product is noticed, and not forgotten.
3. Invoke Emotion
Another great way to ensure your product isn’t forgotten by your customers is to invoke an emotional response. Emotional marketing is becoming an ever more important strategy in the world of packaging design. Studies show customers more readily remembered how a product made them feel rather than how it performed. For this reason, your product’s packaging must go beyond just getting attention, it must invoke emotion.
4. Be Unique
Continuing the sports drink analogy, there are a dozen different sports drinks on the market. Everything from Gatorade to Powerade, from All Sport to Herbalife. In this congested marketplace it is important your product catch the eye of the customer, but it is also important it keeps their attention. How better to do that than being unique? Shoppers are continuously bombarded with product after product, but if your packaging design is effective, yours will stand out among the avalanche of competitors. It will be truly unique.
5. Make A Statement
So you’ve got the customer’s attention, now what? This is where truly great packaging design thrives. It’s already attracted the customer and made itself stand out, now comes the real kicker. Make a statement. Your packaging must relate to the consumer in some way. Great packing design will take this opportunity to sell the customer on all the ways the product will benefit their lives.
6. Show What Your Product Is About
Were you to look at a bottle of Gatorade, even if you didn’t know anything about the company, it would be obvious what the product does. The same goes for every top brand from headache medication to hand warmers. There’s a reasoning behind this. It ties back in with customers shopping with their eyes. A shopper is more likely to first attempt to ascertain what a product does by looking at it rather than reading text on the label. What does the design of your packaging say?
7. Show What Your Company Is About
Okay, so your customer knows what your product is about, that’s great! But can we take it a bit further? Effective packaging design will do even more than inform about your product, it will inform about your company. After all, the two are intertwined. Getting a customer to buy a product is a one time sale, but getting them to buy into your company will reap long term benefits far greater than a single sale.