What Good Packaging is Capable Of
Everyone is familiar with the power of advertising, and advertising is an ever-evolving field. It is not enough to merely produce food items or finished goods; sales happen when the retailer uses in-store signs, shelf tags, and most of all, attracting packaging to get a customer’s attention. Items at a grocery store, for example, are all competing for a shopper’s attention, and price alone won’t do. Food packaging and labels, such as on organic tea packaging, vegetable packaging, coffee bag packaging, and even cat or dog food packaging are carefully designed to get a customer’s attention and convince them that this is the best possible purchase. Even a head of lettuce or cabbage, or a package of baby carrots, may be made more enticing with good vegetable packaging design. Many studies and surveys have been done to see how effective packages such as vegetable packaging or kids’ toy packaging can be, and the results make it clear that packaging is powerful. What is there to know?
Trends in Packaging
Anyone who steps out of their door is soon bombarded with advertising of all kinds, and not just in the newspaper. Signs and billboards will attempt to draw customers into nearby stores and service providers, and this is an entire arena of advertising on its own. These signs are meant to promote brand awareness and alert everyday people of new products or sales in nearby shops. This is the first step: entice the consumer to go into a store, whether it be a major grocery chain, a computer repair shop, a coffee shop, or anything else.
The battle for a consumer’s attention shifts when the consumer enters the store. Now, many different brands are competing for their attention, and this is where packaging, from vegetable packaging to book dust jackets, start fighting over the consumer’s attention and wallet. Other items such as in-store signs, shelf tags, and posters on the walls can help draw in the shopper’s attention, but packaging is often the final step. A consumer cannot pick up and item and buy it without touching and looking at the packaging, so this final step of advertising is essential for closing the deal.
A lot of money and time are invested every year in researching and implementing new marketing and advertising method, and this includes packaging, too. Studies show that this often pays off in all sorts of ways. For example, businesses who pay close attention to their products’ package may expect increases in sales as high as 30%, and that is not a factor to ignore. A est Rock Consumer Insights Study conducted in 2016, for another example, found that 66% of consumers will try a new product simply because its packaging is attractive to them. That’s an entire new customer won over because the packaging was desirable. What is more, customers don’t always know what they are looking for when they enter a store, so packages will work hard to sway that decision. Many consumers and shoppers, up to 85% of them, have said in surveys that their buying decisions are based on what they read on packages there in the store.
Packages are a matter of graphic design, and a number of factors are at play here. For one thing, packages are a fine opportunity to share information about the product inside to the consumer. This is effectively when a product “talks” to the consumer and promotes itself, and packaging may include bullet point facts or short descriptions on the front or back of the product. This may range from product dimensions to its intended uses to its ingredients and nutrition facts. The package may even include diagrams of how to use it, and why this product is the best of its kind.
Packages also use a sense of positivity to win over consumers. They tend to have bold and bright colors (a strategy shared by fast food logos) and appealing patterns such as curves or other images. Packages may also include photographs of happy and attractive people using the item inside, or idealized images of the product inside. This may be common for food items, which are often shown as “serving suggestions.” All of this can boost consumer confidence in the item.