How Packaging Can Impact Consumer Choices

“Don’t judge a book by its cover” might be good advice for people, but it doesn’t hold true for product packaging. In fact, packaging plays a crucial role in shaping customer perceptions and can even drive purchasing decisions.

Businesses around the globe recognize the importance of effective packaging, whether it’s shipping bags, padded envelopes, or custom poly mailers. They’re continually finding innovative ways to present their products. The packaging industry is experiencing significant growth and is projected to reach $1.05 trillion by 2024.

So, how does packaging influence consumer choices? In this article, we’ll explore the impact of packaging on customer engagement and share some best practices for creating packaging that sells. Read on to discover:

• How does packaging affect buying behavior?
• Is packaging a key component of a brand’s marketing strategy?
• What should you focus on in your packaging design?

How Packaging Influences Purchase Decisions

Visual appeal is the primary factor in buying decisions. When we shop for luxury soap, for instance, we often ignore the lower-end brands. But what makes us distinguish between them?

Sure, you could just opt for the higher price.

However, more often than not, you’ll be judging the appearance, the feel of the mailer bags, the quality of the design, and even the scent.

Packaging isn’t just a functional tool to bind and protect goods like custom padded mailers or bubble envelopes. It speaks to potential customers and influences their purchasing decisions in multiple ways, making it one of the key trends in performance marketing.

Let’s dive into how packaging can convince your customers to choose your product.

Creates a Strong First Impression

You never get a second chance to make a first impression.

This perfectly describes the role of packaging. It’s the first thing that greets your customer.

With the right first impression, you can not only grab the attention of potential buyers but also make them curious enough to explore your product further. They might not be ready to purchase immediately, but their interest is piqued.

Catch their eye with custom bubble mailers or bubble packaging envelopes that stand out. Even the simplest product can seem extraordinary with unique packaging, prompting customers to take a closer look.

For example, think of Heinz’s upside-down ketchup bottles. While everyone else was selling condiments in upright bottles, Heinz turned theirs upside down, matching the way we use it, and it made a memorable impact.

Grabs Attention

Often, it’s the packaging that makes a product intriguing. When customers see something different, their natural reaction is to take a closer look.

However, you only have a few seconds to capture their attention, and this is where packaging becomes vital.

There are numerous ways to make your packaging stand out. To find the one that works for you, start by researching your competition, as your products will likely sit alongside others on the store shelves.

You could be bold when others are plain, tall when others are short, or functional when others are basic. Small bubble mailers or poly mailer bags might be an unexpected yet effective choice. Anything that differentiates your product will work.

Luxury supplement boxes. Don’t they just make you want to open them?

Encourages Impulse Buying

Impulse buying is a powerful driver of sales.

Statistics show that 64% of shoppers end up purchasing something other than what they originally intended.

Several factors can prompt customers to make an unplanned purchase—a special offer, a desire to try something new, or simply remembering an item they forgot to list. In many cases, packaging can trigger these impulse buys by catching the eye and “speaking” to the customer.

Coca-Cola does this well with its Creations series of zero-sugar drinks. Everyone recognizes a red can, but what could possibly be inside a mint-colored one? Even if you didn’t plan on buying a can of Coke, you might be tempted to try a new flavor

Makes the Product Recognizable

Your packaging strategy should ensure that your product is easily recognizable so that customers can find it quickly among others. If you’re accustomed to a specific brand of pasta or yogurt, you’ll look for their brand colors, packaging shapes, or sizes on the shelf.

Packaging can enhance customer engagement by maintaining a consistent visual image that people are familiar with, making it easier for them to locate the products they need.

Communicates with the Customer

Beyond the required information such as ingredients or manufacturer details, product packaging can communicate additional messages to customers.

For instance, food packaging might include recipes; skincare products could have application instructions; cleaning supplies might indicate the approximate number of uses.

High-quality packaging labels can convey your brand’s message effectively.

Moreover, packaging is an ideal medium to share relevant company information. If your brand is participating in an event or running a special promotion, announcing it on the product packaging can help you reach thousands of customers.

Meets Current Needs

“Never shop for groceries when you’re hungry.”

Why? Because appealing packaging can entice you to buy more! Smart packaging design can “speak” to a customer looking for a snack or a drink on the go.

Take the Perrier can design, for example—it practically sells itself. The water inside must be cold and bubbly, just what you need on a hot summer day.