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How Does Packaging Affect Product Fate?


"You have designed a new product, you have high expectations for it, you bring it to the market, and then… the sales of this product are not as good as expected.". "You begin to reflect on what the problem is: Perhaps you have made great efforts in product design, promotion, and after-sales service, all of which are impeccable.". In this case, a problem with the packaging may arise. People are dependent on clothing, whereas Buddha is dependent on gold clothing. People may form a "stereotype" about a book based solely on its cover design. Eye-catching and fashionable designs are always beneficial to sales growth. Today, we'll go over how packaging affects product fate and the best packaging design in the world.

The Science of Packaging

Man is a visual creature. According to relevant research, the color, texture, light, and shade of packaging have different effects on consumer choices. Consumers always think, "This thing "looks" good, so it must be very good."

Consider the following scenario: If you go grocery shopping with your child, he will be drawn to brightly colored candy and will beg you to buy one for him. According to relevant research, 83% of consumers will choose products with more exquisite and appealing packaging when the product content is the same. In general, 72% of consumers will decide whether or not to buy a product based on its packaging.

The reason for this phenomenon is explained in an article published in the journal Psychology and Marketing: According to relevant research, when exposed to exquisite packaging, specific areas of the brain become more active as a result of visual stimuli. On the contrary, the brain will experience negative emotions after seeing plain packaging. So, according to scientific studies, packaging can affect consumers' emotions. Your product packaging should be able to communicate the meaning of the brand to customers and leave a lasting impression.

"Describe the taste, feel, and experience of the product to customers to entice them to buy." This is known as a launch "strategy." In some cases, the consumer's brain may recognize and accept such a description. For example, if I write "crispy in appearance," "chocolate flavored," and "crispy in taste" on a biscuit package, the consumer will automatically make a sandwich biscuit with a crispy appearance and thick chocolate inside. Consumers will be more likely to purchase this cookie in this scenario. Click here for Rectangle Macaroon boxes.

What Information Do Customers Look For in Packaging?

Consumers may be unaware of what factors on packaging motivate them to consume, but such decisive factors exist and have a significant impact on product sales. Consumers are generally aware of the following factors:

1. Product and brand names.

To help regular customers find it on the shelf, the brand and product name must be written on the packaging. Furthermore, different products have different important information, such as clothing size, food ingredients, and so on, which must be displayed prominently and easily accessible.

2. The packaging's functionality.

Packaging for some products also serves storage and protection functions, or it facilitates consumer use, storage, safekeeping, and carrying of related products.

3. Environmentally friendly Packaging.

Environmentally friendly packaging has grown in popularity as consumer ideological awareness has grown. Some customers will be pleased with recyclable green packaging. According to relevant surveys, 52% of consumers will purchase a product because of its environmentally friendly packaging. Furthermore, "minimalist" packaging that uses fewer materials is popular with these customers.

4. Exclusive packaging.

Novel and unique packaging will immediately catch the attention of consumers in almost every product market. Under normal conditions, novel designs will generate satisfactory sales. It should be noted, however, that replacing old packaging with a new design may make existing customers feel uneasy or dissatisfied. In addition, a clear understanding of a product's target audience, as well as a thorough and detailed study of these audiences, is required. For example, if your target audience is of a certain age, think about what information people of that age would like to see on the packaging.

Case Studies of the Most Successful Packaging

In this section, we will introduce some brands that have done exceptionally well in product packaging, with the hope of inspiring everyone.

1. Coca-Cola

Coca-Cola must be mentioned when discussing packaging pioneers. Its red and white logo and glass bottle have become iconic, allowing customers to identify its products quickly.

It is worth noting that Coca-Cola has recently launched a new "sustainable packaging" strategy. Coca-Cola's products will use 100% environmentally friendly plastic bottles made of recycled plastic and biodegradable plant materials by 2025. Coca-Cola and other commercial behemoths actively promote sustainable development, which will have a significant impact on consumer habits and attitudes.

2. Tiffany & Co

Tiffany's light blue jewelry packaging box and white ribbon have come to represent the company. This blue color is 1837 on the color chart, and there is rarely a "color bump" situation. Tiffany's invisible logo has been this light blue packaging since 1998. People immediately recognize this blue box with white ribbons as a "Tiffany's product."

3. Apple

Apple is regarded as a sensory experience design master. Its product design contains few words, but it conveys the brand's spiritual core. This is because Apple's electronic box packaging is as artistic and visually appealing as its software design. Apple products are always packaged in a clean white box that is both elegant and concise. Furthermore, each component of the packaging is designed succinctly, making it appear "advanced" and unconventional. This minimalist design has an unexpected appeal in this chaotic and visually stimulating business world.

4. Nike Air Series

Nike is now synonymous with high-quality sports shoes. Before the release of the Nike Air series, the packaging was designed to reflect the "safety" and "portability" of this series. The Nike Air series shoes are not packaged in a shoebox, but rather in an inflatable package, as evidenced by the packaging. This design not only makes people shine, but also conveys the Air series' lightweight, unique, and safe characteristics.

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