Skip to main content

How Packaging Impacts Conversion Rates?


Products need packages. Everything would get damaged in storage or shipping otherwise. But packaging does more than protect your product, it has a direct influence on consumer purchasing behaviour. In a 2018 IPSOS study, 72% of consumers reported that the design of a product’s packaging has a direct influence on their personal buying decisions. A further 81% stated package design influences their gift selection.

With the average supermarket in North America carrying a whopping 28,000 different products (Food Marketing Institute, 2019), each competing to attract the attention of the consumer, and an estimated 60-70% of buying decisions being made in-store, packaging plays a crucial part in overall success of a brand’s strategy.

The Art of Packaging

The art of packaging builds a relationship with your customer. Packaging impacts how the product is perceived each time the customer sees and uses the product. 

  • Is it aesthetically pleasing? 
  • How well does the package work? 
  • Are the directions easy to read?

Packaging must immediately catch the customer’s attention. It must be visually attractive and simultaneously convey the brand message effectively. Buyers should instantly know what the product is and what makes it unique. The art of good packaging is simple, clear, and informative, all at the same time.

The Science of Packaging

The science of packaging considers unconscious psychological elements during the design process. The package opens the gateway to your product. At every stage of the purchasing process, the customer’s journey interacts with packaging.

And while everyone knows never to judge a book by its cover, they routinely judge products by the package. The impact pushes deeper into subtle, emotional, and psychological realms that eliminate confusion, alleviate fear, and appeal to our sense of humor.

Balancing the Art and Science

Packaging influences customer purchasing at every level, emotionally and logically. So, balance the art and science as you choose a design to:

  •     Stand out on the shelf
  •     Draw consumer attention
  •     Compare favorably with competing brands
  •     Elicit spontaneity, excitement and intrigue

As your product sits on the shelf, between competing brands, the aesthetics, practicality and convenience are all critical. When you infuse your brand purpose into your packaging, the design reflects that position. High-quality, distinctive designs that support your brand strategy engage users and differentiate your brand in a crowded market niche.

Your last opportunity to convince consumers to purchase your product is when it sits on the shelf. But with strategic packaging, you also sell the next purchase. If end-users interact with the primary package regularly, you build a connection between the user and your brand every time they use the product. Ask the experts at Bradbury to help you design your next package, balancing both the art and science. 

Source: Branding Design Toronto

Labels:

Comments

Post a Comment

Popular posts from this blog

Use Your Non-Profit Brand Strategy To Influence Social Impact

  Using your non-profit brand mainly to support your fundraising efforts? A robust brand strategy can take you further. When you develop a broader, more strategic branding approach, your non-profit organization can have an even greater social impact in the world. Ultimately, influencing social impact requires aligning your values and mission with the perception of the organization. A misalignment between that internal identity and the external image undercuts your reputation and the social impact you desire. Shared values among the organization's employees, volunteers and other stakeholders create cohesion, engagement and helps concentrate focus. A robust brand strategy bridges the gap between the organization's works and its essential character. A brand strategy defines your integrity, external image, and internal identity. It encapsulates the promises you make, what you stand for, and your organizational personality. Strategy communications include your logo, colour palette ...
Post a Comment
Read more

Brand Purpose Drives More than Just Marketing

Brand purpose impacts how your market views your brand and can drive more than just your marketing efforts. Defining your brand purpose helps inform business strategy, operational processes, and human resource decisions, too. What is a Brand Purpose? Brand purpose encompasses what your organization stands for, your reason for being and the needs you fulfill in the market. Then, your brand purpose identifies how you create value as you interact with customers, the community, employees, partners, and the planet. So, your purpose is why you do what you do, outward-focused, defining how you make a difference. Why Define Your Brand Purpose? Defining your brand purpose is a soul-searching, self-examination process, so small, medium-sized, and huge multinational corporations all go through the same steps. As you define your purpose, you gain invaluable insight into what drives the brand. Internally, the organization develops focus making everything from employee engagement to executive decisi...
Post a Comment
Read more