There was a time when packaging's sole function was to protect the product. It is, however, no longer the case. With emerging technologies and increasing individualism, packaging has become so much more. It is now an economically efficient marketing tool. This tool is available to businesses to persuade their customers to make a purchasing decision. However, to be able to effectively use this tool at hand, businesses must know how different aspects of packaging influence purchasing decisions. In other words, what features of a box of wine are important to a customer?

The importance of packaging in influencing purchasing decisions

While the primary function of packaging is protection of the product, packaging is now also an important marketing tool. It has significant influence on buyer’s decision making process. So much so, that when a buyer has to choose between two products of essentially the same quality and price, it is the packaging that guides their final choice. This is because a good packaging gives the perception of good quality. A good packaging makes the product seem more high-end than it really may be. Similarly, a poorly packaged product will be perceived as low-quality.

The consumer comes in close contact with the packaging. This happens when the product is purchased and for some products, every time it is used. Therefore, a good packaging would reinforce purchasing decision and boost customer satisfaction.

Impact of product packaging on customer’s purchasing decisions

Here is how the following factors affect consumers’ purchasing decisions:

Display Effect

For consumers shopping online, clear, detailed and high-quality online product packaging displays can be an important factor influencing their purchasing decision. When product images are fuzzy or distorted, the poor display quality makes it difficult for consumers to get an accurate sense of the product. In other words, poor quality displays may effectively dissuade customers from buying the product. Therefore, e-commerce platform regulations for product image and size must be followed.

Similarly, when consumers receive a product that they have ordered online but it does not match the visual display of the product, they experience disappointment. This disappointment ends up reducing their overall satisfaction with the purchase. While the deception of display may let businesses score their first sale, it is unlikely that the customer will return. To ensure a returning customer, businesses must abstain from such deceptive activities.

Detailed Packaging Information

Product packaging should provide detailed information about the product. Consumers read the essential information on the product to better understand it. The absence of essential information about the product leads consumers to grow doubtful. It negatively affects their purchasing decision.

The absences of essential information is quite prevalent especially in the online shopping world. This is especially true for virtual products such as game cards and rechargeable card. Doubt caused by absence of information is likely to leave the customer confused and unwilling to make the purchase.

Green and environmentally Friendly Packaging

As the consumers are becoming more aware of ecological issues, they are increasingly concerned with how environmental friendly the packaging is of the products they use. There is a strong push for green. According to environmentally conscious consumer statistics, 84% of customers say that they are inclined to distance themselves from brands that engage in unsustainable environmental practices. To stay on the good side of consumers, businesses should place green initiatives at the forefront of their business goals. They should opt for eco-friendly packaging.

Presently, packaging often include single-use plastics which are non-recyclable in nature. These create significant environmental problems. While cardboard and wooden packaging are better options, they are also quite wasteful and leads to environmental pollution. Business should, therefore, strive to find innovative packaging solutions that are recyclable, reusable and produces minimal waste. Their commitment to environment friendly practices will be the discerning factor for a lot of consumers, when they are deciding between two products of the same price and quality.

Suggestions on improving product packaging design

A good product packaging design aims to enhance the brand value of a product. It strives to build a positive perception of the product in the customer’s mind. Following are some of the suggestions on how businesses can use their product packaging design to enhance their marketing:

Strive for social media worthy packaging design

We live in an era, where social media is all the rage. It would be foolish to not capitalize on the opportunity presented to us by the times. Do not just opt for packaging that is functional, but come up with unique and interesting designs, that makes people want to post them on their Instagram. This kind of sharing will make your brand the talk of the town. Take Coca-Cola’s personalized bottle strategy, for instance. In 2012, when they introduced Coca-Cola bottles with the most popular names in Australia, it led to a flood of images in social media platforms. People put up stories and posts, posing with their personalized Coca-Cola bottles. Therefore, instead of spending extra on advertising, make your packaging design the advertisement banner for your product.

Customized Packaging

Consumers are becoming more diverse and individualistic with time. Similarly, they appreciate customization. They desire products and packaging that resonates with their unique taste and preferences. Businesses should, therefore, spend sufficient effort in procuring and analyzing their customers’ data. Get to know their preferences, interests and any useful insights that could be used to guide their packaging design. It is time for businesses to drop the philosophy of one size fits all and move towards the more lucrative approach of customized and exclusive packaging.

Conclusion

Principles dictating product packaging decisions does not stay stagnant but must adapt with new technology and evolving customers. Having said that, this blog post takes a bird’s eye-view on packaging features influencing customer’s purchasing decisions. We would like to hear from you how this overview relates to your specific industry?