Packaging’s Initial and Long Term Effects on a Consumer
Packaging can make or break a product’s success.
Whether positive or negative, packaging has a proven effect on both purchasing decisions and post-consumption consumer satisfaction.
The Initial Effect
According to The Economic Times (2008), 70% of purchasing decisions are made in-store.
This means that the majority of consumers are walking into stores with no commitment to a particular product or brand.
They are open to new options, so what wins their initial attention and ultimately dollars? Packaging.
According to an Ipsos poll (2018), 72% of Americans surveyed agreed that the design of a product’s packaging influenced their purchase decisions. 67% agreed that the materials used to package a product have a similar influence.
In Westrock’s annual Packaging Matters study, 81% of consumers said they have tried a new product because the packaging caught their eye, and 52% said they had changed brands from a product they purchased from in the past simply because of new packaging.
According to these studies, the winning factor for consumer attention and dollars has a lot to do with the appearance of the product.
This initial impact is critical for getting a product into the consumers’ hands, but the effect of packaging doesn’t end there.
The Lasting Impact
Research from the Journal of Applied Packaging Research (2014) showed that the quality of packaging affects consumers’ evaluations of their post-consumption experience with the product, as well as their evaluation of the brand as a whole.
Not only does packaging influence a consumer's initial willingness to purchase a product, but packaging also determines how that consumer will think of the brand as a whole moving forward, which affects future purchasing decisions as well.
The study concludes that “packaging is a fundamental element in building and supporting enduring consumer brand relationships and profitability” (Journal of Applied Packaging Research, 2014).
Practical Ways to Establish Quality Packaging
Color. The Institute for Color Research states that people make subconscious judgments about things within 90 seconds of initial viewing, and 62-90% of that assessment is solely based on color.
It’s important to pick colors that stand out, whether by vibrancy or uniqueness. By combining colors effectively, you can have an even greater impact and create a more eye-catching product.
Familiarity. Many of us love new and innovative things, but we often feel hesitant when faced with a product we don’t know much about.
Results suggest that when consumers are presented with several options, but without enough information to assess the options, they might be more likely to choose a better-known one.
In order to reach new consumers, it helps to balance the use of foreign and familiar elements.
A great example of this is using typical color cues. This can allow for creativity in other aspects of the packaging, while keeping consumers comfortable.
Shape. According to Arka, “Elongated packages have been found to attract attention faster than conventional shapes.” Innovation and creativity in the shape you choose will draw consumers to your product.
Kleenex practiced this when they designed tissue boxes to look like fruit slices, and then used a triangular pyramid shape for their boxes, to match the design; this fun and fresh look made the product appealing to consumers, not only for practical use but also as a charming decoration.
Another important aspect of shape is consumer convenience. Consumers typically look for products that are easy to carry, use, and store.
Material. High quality materials make for happier consumers. As mentioned before, 67% of Americans are influenced in their purchasing decisions by what material is used to package a product.
Trust. Making a purchase involves risk, and requires trusting the brand and product to fulfill your needs.
Building trust with consumers through your packaging is an important factor. Safety and honesty are two of the leading ways brands can build trust.
A study by Catalpha revealed that 77% of consumers trust brands that use packaging and materials designed to keep families safe. Visible tamper evidence, such as a shrink sleeve neck band or full body over-the-cap sleeve, can be a powerful tool in building this trust.
Consistency. Colors and shapes tend to be correlated and have similar meanings.
For example, red is associated with certain pointed shapes, like triangles or diamonds, while blue and green are associated with squares and rectangles.
By using colors and shapes together in consistent ways, the perception of product quality is enhanced, but when matched inconsistently, the perception of quality can be weaker.
Strong color and shape association can involve other elements, and extend beyond packaging.
What Works for Your Product?
It's clear that packaging is vitally important to your product’s success.
What might not be as clear is what your team can do practically to ensure your product’s packaging is making the best initial and long term impressions on consumers.
That’s where we come in.
Our team is available to walk through this process with you, whether you’re looking to adjust or adapt your packaging design, want to try out new materials or finishes, or even want to create a brand new look for your product!
Simply follow these 3 steps…
Step 1. Schedule a packaging consultation with one of our packaging experts. We’ll do a close evaluation of your current packaging, looking for strategic ways to improve.
Step 2. We’ll send you complimentary samples to test.
Step 3. We’ll provide you with a quote.
Schedule your complimentary consultation by filling out our contact form, emailing us at info@tangopackaging.com, or calling (844) 33-TANGO [82646].