While it is absolutely true that the primary job of packaging is product protection, that’s not the entirety of it all.
If you think that how can packaging possibly influence marketing, you might be failing to connect with your customers.
Currently, product packaging plays a pivotal role in branding.
According to a recent report, 52% of consumers re-buy from a brand due to premium packaging. Around 40% of customers share their unboxing experience on social media. That’s a lot of numbers to ignore!
When receiving a product, unboxing is the most exciting part of the whole experience. The anticipation and the excitement should never be ignored by a brand.
Ask yourself, wouldn’t you love to receive a package wrapped beautifully?
Here are 4 vital reasons why packaging plays a role in brand marketing.
The shelf impact
It all lies in the first impression.
There is no shortage of product choices in the market. There are probably hundreds of products similar to your brand. The way to make a difference is through packaging.
According to industry experts, one-third of customers make their purchasing decision based on the packaging.
When you have generic packaging, it isn’t appealing. Nobody is going to take a second look at a product packed in nothing but brown cardboard storage boxes.
Differentiate your product with exciting packaging. They can act as a portable billboard for your brand!
Providing relevant information
Buyers don’t like to make ill-informed purchases. Packaging helps to communicate with your customers.
The front of the packaging known as “facing” serves as a story of your brand. It shows what the product is and appeals to your target customers. Thus, make the facing easy yet memorable.
The back of the packaging is the information pad for your customers. It needs to provide all the information a customer wants to make a purchasing decision. So, make it as transparent as possible.
The key information like price, components, instructions, dates, warnings, directions, and government regulatory information should be clearly written there.
Providing a better customer experience
Many companies spend thousands of pounds on product designing and marketing. Packaging, unfortunately, comes as an afterthought.
Today, the packaging is a part of the whole shopping experience. Getting good quality packaging supplies, wrapping them up efficiently with minimum wastage and making them appealing counts a lot.
As mentioned before, 40% of online shoppers post unboxing experiences on social media pages. Thus, a poor experience will be negative publicity for the brand.
You don’t need luxurious foam inserts to make your packaging alluring to your customers. In fact, most consumers prefer clean, eco-friendly product packaging when they shop. You can easily achieve this by getting high-quality packaging supplies from wholesalers like Packaging Midlands.
Studies show that 70% of buyers like to reuse their packaging. So, for brands who get premium bespoke cardboard boxes or mailers, customers reuse these packaging. This also helps to create a more sustainable ecosystem.
Creating a brand identity
With so much competition in the world marketplace, it has become imperative to build a brand narrative.
Marketing strategies are bigger due to the dominance of millennial and Gen Z shoppers.
Just claiming that your product is the best isn’t enough these days. Brand identity is needed. And that is done through brand storytelling.
To gain the confidence of your target consumers, you need to build trust and loyalty.
People love a brand that is authentic and easy to connect with. Communicating the message of trust with your packaging will be an excellent marketing strategy. Make your packaging as interactive as you can. It can be done through “thank you” notes or interactive quizzes where customers can win a discount next time they shop.
Technology has empowered packaging to be more interactive and informative. Brands often put QR codes for customers to find more information on the product. Some brands also provide information about the brand’s mission, their other projects, values, and back story. It helps to connect with your brand on a personal level.