Product packaging can definitely affect sales. Companies whose packaging attracts consumers will benefit from a lot of competition on the market. In addition, it protects the product during shipping, in stores, and during customer use.
With so much at stake, some companies are wise to understand how their customers will be affected by the packaging of their products and place a high value on it.
In his study “Packaging and Purchase Decisions: An Exploratory Study of the Effects of Levels of Engagement and Time Pressure,” Dr. Mark Speece of the Asian Institute of Technology and Graduate School at Bangkok University discusses the impact of packaging on consumer purchases. Color, size, design and content, and innovation are key elements of packaging. They play a very important role in attracting customer attention.
10 Ways to Influence Consumer Purchase Decisions：
Eye-catching product packaging
Brands usually sell more products because of the product packaging they use. As an example, a face wash can be assumed to clean a person’s face, while toothpaste will clean their teeth. However, when they stand in front of many different brands in a store trying to figure out which brand to buy, the first thing they notice is the product packaging. Packaging that grabs their attention and highlights the value of their product will often generate more sales because of the attention it receives.
Product packaging reflects the quality
The integrity, quality and legitimacy of a product are often reflected in the quality of its packaging. An easy way to explain this is to make someone think of a high-quality product that they think they can buy at retail. If it is sold in a plain paper bag, what effect will this have on their confidence in buying it, especially if they have never used it before? They are likely to question its integrity, quality and legitimacy, and then choose an alternative option about which they can easily learn more. However, when product packaging is attractive, has good integrity, and communicates an attractive, credible value proposition to potential buyers, the product it represents typically sells more frequently.
Product Packaging Informs Potential Buyers
Many consumers appreciate companies that provide information on product packaging to inform them about valuable information about the product they are considering buying. Accurate, reliable information is helpful, and knowing what they are buying helps consumers feel more confident about their choices.
Product packaging offsets the price
Many consumers prefer to buy products that look beautiful when displayed at home. This is especially true if the product will remain visible for a long period of time. Many shoppers also like to spend money on products from companies that they believe are consistent with their beliefs and values. Consumers sometimes spend more money to buy products from companies when they present a good look and favorable value on the product packaging.
Color
The color of the packaging is the first element that attracts consumer attention. Studies show that 62-90% of people evaluate and rate products based on color alone.
Bold colors or colors that stand out from the rest of the package are hard to ignore. Therefore, red is the color of choice for things that should not escape notice. In the past, specific colors have been associated with product categories, such as green for organic and blue for menthol or mint. Consumers make a connection between color and the brand. Therefore, if the design carries a color associated with a well-known or loyal specific brand, consumers will be attracted to it.
The important thing to note here is that colors indicate different associations in different cultures. Therefore, one color may not fit all and may need to be modified based on cultural perceptions.
Attractive layout and clarity in typography
When color captures a consumer’s attention, he or she will come closer to read the contents of the package. Cluttered layouts, poor fonts and too much content prevent them from exploring the product further. Package design that presents key information about product features, benefits and usage, is simple, clear and accurate, with an attractive layout that always has a positive impact on the consumer.
Effective Graphics
Use icons, logos and designs that engage consumers. If the product is a brand, then the brand’s logo will naturally be prominent on the packaging. Icons that symbolize product features instead of text can reduce cluttered layouts and convey information faster. Attractive graphics are very effective at engaging consumers.
Package size
Studies have shown that larger packages attract consumers faster because of the general perception that the larger the size, the greater the value. Research conducted by Speece confirms the fact that larger package sizes receive more attention. The shape of the package also affects consumer response. Slender packaging has been found to attract more attention than traditional shapes. Unusual and eye-catching shapes that appeal to the target category, such as animal-shaped boxes for children or delicate boxes for teenage girls, always attract the attention of consumers.
Quality of packaging materials
Packaging that uses quality materials certainly looks more attractive. Packaging that is improperly packaged or made of poor quality paper with poor print value will not attract the attention of consumers. No one likes to buy a product in cheap packaging. While better quality materials are more expensive, it pays more through higher customer acquisition. A study shows that 55% of consumers leave a brand when the packaging deteriorates, and 36% switch brands when the packaging deteriorates.
Design Innovation
Package designs made with better technology always capture the attention of customers. Innovations in technology that make packaging easier to open, carry or store, or packaging that adequately protects children or minimizes the potential for breakage or spillage, immediately attracts consumers.
More than 70 percent of purchase decisions are made at the point of purchase, and it takes less than three seconds for a product on the supermarket shelf to capture consumers’ attention. On the surface, their decision to buy or abandon a product depends on what the customer sees in the product packaging. Consumers tend to transfer their judgments about the packaging to the quality of the product. When they see a well-packaged product with all the relevant information, they assume that the quality of the product inside is also quite high. Cheesy packaging with little information does not guarantee value.
Therefore, the packaging is a key factor in describing a product’s attributes. Iwynner packaging understands the importance of packaging in influencing consumer buying decisions and addresses all aspects of design, from aesthetics and appeal to functionality and efficiency. With the support of a team of highly qualified designers, Iwynner Packaging was able to design a package that was sure to stop consumers in their tracks.
Conclusion
Packaging provides consumers with the first impression of a product. It is one of the strongest factors influencing their purchase decision. Research findings show that one-third of consumer purchase choices are based on packaging. In a market defined by competition, where consumers are under tremendous time pressure, it is the packaging of a product that brings consumers closer or further away from it.
