Have you ever wondered about the very first thing you look at before you decide to read a book or a magazine? Yes, it is the book’s cover. And same is about the other products. If a person is a first-time buyer without any idea of the product quality, there will be two parameters he/she will look at. First is recommendations (or reviews) and the second is the packaging. In this article, we are going to focus on the second one. Here are the 5 big impacts of packaging on buying behaviour.
Studies have shown that consumers positively respond to the
packaging colour, printed information, packaging material, wrapper design, brand image, innovation, and practicality. Good packaging helps to identify and differentiate products for consumers. Packaging is used for easy delivery and safety purposes. It also allows companies to determine their outcome from other brands.
A structured questionnaire was sent to 460 respondents, but 395 responded.
As a result, the rate of responses is around 86 per cent. Consumers respond to packaging based on preliminary information, learned reactions, and in-person preferences. Research by the Henley Centre tells us that 73% of purchasing decisions made by people are now made in-store itself. So we can conclude that packaging elements, design, colours, and labels influence consumers to respond positively to a brand. Premium quality packaging is observed from a distance and is bound to attract consumer attention. Numbers in a study depicted that consumers who moved away from that brand choice due to deteriorated packing were 55%, while those who shifted to another brand were 36%. These factors of colour and packing affect the engagement and regulate the mind activity of consumers.
We are in a world wherein thousands of products are competing with each other to stand out of the box and attract customHow packaging and design influence buying behaviour
-An insightful overview
When buying something, psychology plays a vital role.
Packaging has been considered a tool to protect the product and deliver it safely and soundly, but without a doubt, it is an intelligent marketing technique used by many brands.
What is the impact of packaging?
This guide will give you an in-depth overview of how you could make the best use of packaging and design to sell better.
Good packaging could make your brand stand out.
Ers. In this race, packaging and design influences help build a better brand identity and play a crucial role in the customer’s decision-making. You can position your brand in the place you want through adequate packaging. For instance, while shopping goes for household brands, some do in-depth research, while most buy on impulse and consciousness. These marketing decisions are influenced by knowledge and brand reputation. But it is to note that in the end, consumer personality chooses the product with a good and attractive package design.
When you go to a meeting and look at the people who are neatly dressed, their influence upon the meeting enhances automatically. Have you felt this?
In the same way, packaging helps in building a perceived value for the product. It makes the product more attractive and boosts the buying probability significantly.
A fundamental example is of swelling green products. When the utility of a product is tied to the environment and sustainability, the scope of making a positive purchasing decision increases. The so-called demographic variables of gender, age, and revenue positively impact the perceived product quality and mentally trigger an individual’s purchasing intention.
The authentic design and the idea of convenience increase raising number of money consumers are willing to spend to purchase the products. It is about the benefits the product brings to the customers. The perceived value of time is greater than the perceived value of money. A product’s perceived value revolves around three parameters: physical, logical, and emotional.
Studies have shown that 62-90% of the judgment people make while evaluating a product is based on its colour. (Source: CCICOLOR – Institute for Color Research)
The colour reflects simplicity and innocence. It acts as a blank canvas where you can create a bright and meaningful contrast.
To represent heaviness and class, the black colour plays a decisive role.
When targeting a sense of joy, the yellow colour helps. So when you intend to target children or teen products, this colour could be a better choice.
Red packing signifies zeal, passion, and boldness. For example, Zomato and Youtube use red to encourage their customer base.
Again a great choice to build engagement. It highlights imagination. For example, Cadbury uses purple packs to deliver a vibe of extravagance.
It is a colour of well-being and good health. Hence, it is highly used by food companies and companies that are highly drifted on sustainable development. Brands like- Whole Foods use green packaging to reflect their closeness to nature and assure people that they are buying right.
Brands like Firefox and Fanta represent themselves with orange to depict friendliness and honesty. The colour is associated with heart satisfaction.
Consumer buying behaviour is influenced by using something creative and out of the box. Making your packaging stand out determines the level of engagement a consumer can mentally create with your brand.
For example, look at Chai Point, one of India’s most extensive food delivery services. Recently, they developed heat-retaining disposable chai delivery flasks. The flasks are intelligently designed to retain heat for at least 45-60 minutes and are environment-friendly.
Another example is Indulekha Bhringa Hair Oil, a brand under Hindustan Unilever Limited. To make it an easy task for people to apply oil to their hair. The brand makes a ‘selfie’ bottle with a comb-shaped cap on top of it. It increased the product’s sales by 30% and made it function better. And eventually, the design was patented by the company. In this way, finding practical solutions for what you sell could increase your return on investment scale.
Increasing product utility is essential if you want to excel in the marketing arena. And product utility is increased when the factor of product innovation is emphasized. Therefore, every aspect of your design should fulfil a higher degree of functionality and be efficient enough for all segments of potential customers. This is, in turn, assisted when a company focuses on building a competent designer team for it.
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