05 Aug

How your product’s packaging affects buyer behavior

Consider all the different mediums you use to market your products. Which one would you say is most effective? We might be slightly biased but, if you ask us, a product’s packaging is one of the best marketing tools in your arsenal. Why? In the average 30-minute visit to a grocery store, a shopper is exposed to more than 20,000 brands. And, amongst all that noise, you need to stand out as number one. Here, we’ll help you understand the most important packaging elements that can compel consumers to pick up your product versus your competitors’.

Influence

We estimate that about 60 to 70 per cent of all buying decisions are made in store. While your various marketing efforts may have created a consumer’s initial need or want, your product’s packaging is the final touch-point in a retail setting, where it takes only seven seconds to make a first impression. This is why we think packaging and labels are the most important marketing element, representing the final stage in consumer-brand interaction. Let’s take a look at some of the key elements that will determine where a customer’s eyes will not only land, but linger the longest on a store shelf.

 

Colour

Colours can be used to either set a certain mood, entice the eye, evoke emotion or convey a message about your brand. The colour(s) you choose should resonate with your target market and set the right tone for your brand. Some considerations:

  • White: innocence, clean and simple.
  • Black: power, control, heavy and expensive.
  • Red: vibrant and exciting.
  • Yellow: happy and youthful.
  • Green: growth, harmony and environmental.
  • Blue: trustworthy.
  • Silver and gold: luxury.

 

Material

When a buying decision is narrowed down to two products, a consumer will often choose the higher priced of the two, assuming that the higher price implies a better-quality product. The same can be said for its packaging. Investing your money into higher-quality packaging and labels will likely yield more sales than those encased in flimsy lower cost materials.

 

Typography

Fonts on your label can convey various personalities, such as elegance, sophistication, maturity and more. The readability of your fonts (think: script versus sans-serif, and upper versus lower case), will either increase or decrease the time spent looking at your product’s packaging. Difficult-to-read fonts (due to size, colour contrast or style) could quickly deter a potential customer.

 

Information

Always consider the option to include information such as marketing messaging, ingredients, nutritional details or other items on your label. The more information you can include, the more transparency your brand will uphold.

 

Innovation

Above all, what will truly set your product apart are the extra innovations to your packaging. These might include an environmentally friendly material, single-serve portions, tamper-proofing, child-resistance, built-in carrying options or even packaging that withstands the elements. Using a creative design coupled with environmentally friendly materials in your packaging has the ability to reinforce a customer’s best feelings about your product.

As much as you’d like to think a customer will buy your product because of the item itself, the reality is they’re more than likely buying the product based on their reaction to its label. It’s time to step back and stop thinking about how your product—specifically—is the best; you need to get it into people’s hands first for “the best” to matter.

After all of your marketing efforts are complete, your product’s packaging and label present one final opportunity to stand out next to your competitors in store. Contact our team at Lorpon Labels today; together, we can showcase your best products in the best way.