The Importance of Packaging: What Does Good Packaging Do for Your Business?
At first, you might think packaging is just a vessel to hand off your products to customers. While it does serve that purpose, good packaging can do so much more than that and actually makes a big impact on people’s purchasing decisions.
Let’s explore all of the benefits of high-quality, eye-catching packaging!
Protects Product Quality & Safety
Good packaging is not only a way to transport your products, but it also protects the contents from damage and germs. Especially with food products, it’s important that customers feel like what they are about to consume is clean and intact.
You also want to be sure your packaging will help preserve the product. A cloth bag for salad greens might look nice, but it’s not a practical choice for longevity. It’s essential to find the sweet spot between good aesthetics and functionality.
Entices Customers
Stand out from your competitors with eye-catching, unique packaging! Whether you’re at the farmers market or selling products on grocery store shelves, standing out and drawing people in is necessary!
The good news is: there are tons of ways to attract customers using your packaging. Here are a few:
Use Bold Colors
Fun colors or color combinations are powerful! Be creative when you’re developing your branding and think outside the box; don’t be afraid to use bright, bold colors to stand out.
Ready to build your brand? Watch this free webinar for tips!
Highlight Key Differentiators
Packaging space can be limited, but if you take advantage of the small space by highlighting what makes your product unique, you might catch the eye of a potential customer.
Some examples of product differentiators include:
Locally-sourced
Organically-grown
Antioxidant-rich
BIPOC-owned
Highlight whatever key differentiators you think will resonate most with your target audience.
Feature High Quality Images or Artwork
Images and artwork are powerful in drawing the eye, so make sure they are high-quality. Grainy or unappealing images will not help sell your product.
Be creative with the images or artwork you choose - they don’t have to be strictly related to your product, but there should be some kind of connection. Use them for storytelling or to evoke specific emotions or feelings related to using your product.
Improves Brand Awareness
Visual consistency between all customer touchpoints is key to establishing a memorable, trustworthy brand. You want your business to represent itself in a similar way on all marketing channels, such as social media, your website, and your product packaging.
Once a customer knows the look of your brand, it will be easier for them to spot it and make a purchase!
Learn more about brand awareness and how to boost visual consistency!
Boosts Credibility
Having consistent, high quality packaging conveys a lot of information to potential customers. It can display that your business is organized, thoughtful, and reliable, therefore worthy of support. When packaging reflects a premium feel, it helps communicate the true quality of the product inside.
Enhances User Experience
Have you ever purchased a product whose packaging felt like an experience, either in a good or bad way? How packaging functions greatly impacts how your customers experience your products. If a container is hard to open and requires tools or brute strength, your customers may feel frustrated and end up enjoying the product less.
However, if your packaging is beautiful, unique, and easy to open, they’ll have a great experience and may be more likely to purchase from you again.
Stirs Up Emotions
Good design often elicits an emotional response, which is great for making a lasting impression. If people connect with the design of your packaging, they are more likely to purchase it again!