Why Packaging Matters for Your Brand

Packaging is how your brand presents its products to the world. It is the first impression that draws your customers to your product and engages their senses. Through a combination of colors, fonts, design, and functionality, your packaging makes a statement about your product and about your brand.

Depending on your business type, packaging may have a varying level of importance. But for businesses who are going up against any type of retail competition, packaging matters a great deal, and is an essential component of the fulfillment process.

The Stats

Studies show that brands have 7 seconds to make a good impression on a potential buyer. Those few, precious seconds give that product the opportunity to stand out and convince a consumer to buy. 64 percent of consumers will sometimes be drawn to, and buy, a product off a shelf without prior knowledge of it.

These statistics point to the extreme importance of providing appealing packaging for your products. But while these statistics only point to the importance of packaging on a shelf, even brands selling through other platforms need to think seriously about packaging.

Encourage Social Sharing

With the rise of ecommerce sites, like Birchbox or the Dollar Shave Club, that provide a packaging experience every month for their consumers, comes an increase in the focus on appealing packaging. Not only do such ecommerce brands focus on offering packaging that appeals to their audience, they often also include cards along with their products requesting consumers share their recent delivery with social media.

Social media is a powerful tool that takes “word of mouth” to a whole new level. By encouraging engagement between consumers and your brand, you are building brand loyalty and increasing your marketing reach. That is the power of packaging.

Keep It Simple

One concern many companies have is that a focus on better packaging will be a considerable added business cost. The truth is that this may not be the case, if done correctly. Depending on the type of product you sell, adding a logo to a box or an eye catching color that aligns with your brand, may be enough to spark interest and stand out.

Packaging doesn’t have to be over the top. Keep it simple by focusing on your brand and the type of experience you want consumers to get out of purchasing your product. Whether your product is being delivered to your consumer’s door, or is vying for attention on a shelf, your packaging can make all of the difference in your marketing and sales.