The success of a product depends upon various aspects from the value it provides to customers to its ability to impact their lifestyle. Among the ones that make a major impact, the element of packaging certainly tops the list in measuring the success of a product. Since the packaging delivers the initial interaction with the customer, it makes a lot of sense why many companies spend lots of money on it. Why?
Well think about most retail department stores like Bloomingdales, Saks, Nordstrom, Walmart & JC Penney. There is a wide range of products they offer to customers and companies that hold shelf space in their stores need to continually keep their packaging fresh and noticeable to survive in the competitive market. Creating effective packaging, however, isn’t just about how it looks but fully understanding the spectrum on the primary psychological application of color, shapes and sensory details.
What You Are Trying To Say With Your Packaging Matters
When it comes to choosing the right packaging, the message of the brand and the product has to come through from the packaging. PakFactory, a company that is very familiar to helping their customers with the perfect packaging, put together what it means to convey your message and lay out the factors of what companies need to think about when creating the best possible packaging for their products.
1. The Influence of Color
Colors are responsible for creating an almost natural, emotional response in us. With packaging, it makes it possible to attract buyers as well as give provide them more information about the product. Applying the meaning of each color to the packaging design will help target the type of market to attract.
- Red – Creates strong emotions, promotes appetite.
- Blue – Calming, soothing color, diminishes appetite.
- Green – Connected with health, nature and organic products.
- Yellow – Warm and cheerful
- Orange – Connected excitement, enthusiasm, warmth and caution too.
- Purple – Connected with wealth, success and wisdom.
- Brown – Reliable and practical
- White – Connects with modern, minimalist, pure, technologically advanced.
- Black – Slimming, mysterious and simplistic like white
2. The Meaning in Shapes
The shape of the packaging also contains responses to human sensory. Bulky and cumbersome shapes are becoming less and less popular for product packaging especially in the cosmetics industry to show femininity and sophistication. Slimmer packaging in food & nutrition products have also become more popular to show a healthier look and feeds into the mind of consumers that if they were to purchase this particular product, their body will resemble the same. Typically companies will need to study their consumers closely in terms of their interest to create the correct shape of packaging. If the product brand portrays uniqueness, an unusual packaging shape may be the way to attract its market. In this age of fierce competition, it is always good to experiment with packaging shapes according to consumer behaviors while maintaining a solid brand.
3. The Impact of Sound
Other than the color and shape of the packaging, the sound and touch also plays a role in the experience of a packaging. For example, the sound of a Coca Cola or Sprite pop can opening automatically sends a signal in our brain expressing thirst and freshness. We attach emotional response to the sound and thus provide us with familiarity and trust. Magnetic closures and bubble wrapping as an additional option to the packaging also enhances the packaging experience, as the sound is very satisfying to listen to.
4. The Touch Element
The use of the touch elements can also impact the experience of the packaging. The better the feeling, the greater the chance it will be taken off the shelf by the customer. Additional options such as embossing, debossing, foil stamping, spot UV, soft touch coatings are ways businesses can add to their packaging to enhance the experience of their customers. The more interaction, the longer the customer will hold the package and typically once the customer creates the connection, there is a good chance it will become a transaction as well.
When it comes to packaging, it is always advisable to research about your market and consumer behaviors to efficiently attract them on the first exposure. Creating effective packaging through applying these sensory details ensures that at least 52% of customers shopping in store or online that had a positive experience with the packaging will return as a consumer and 40% are likely to photograph and share the packaging through social media.