When you go to a store as a consumer you mostly have a rough idea about the products you want. However for most of them you do not have a clear idea as to which brand to go for or maybe you did not even give such a thought at all. However unbelievable you may find it most of us on most occasions choose the brand due to the effect of its packaging and the best part is that this effect remains unknown to us. I can see you denying my claim out of shear dismay but that only proves my point. Even in the world of brand marketing the good old words hold true – ‘First impression is the last one’.
Hence
the marketing geniuses are continually putting in effort to better the look and
feel of the packaging of their company’s products based on the psyche of the
target customer base.
When
it comes to customer mindset, here is the essence of how it works –
‘The package becomes the extension of
the product itself.’
Guiding Factors –
There
are several factors that guide the designing of the right package for a product
and thus can make a big impact on the sales quotient of the same. Here are some
of them:
Demographics:
Customer
base and their cultural and social behaviors are a must know how when packaging
a product for them. Most popular brands from any industry thus play around with
their packaging designs constantly. They may have different labels for local
and global supplies.
Competitors:
Since
in all stores like products are bound to be placed together so a thorough study
of the packaging strategy of competitors is essential in order to chalk out the
path for your product’s success.
Must Features –
Attention grabbing:
This
is something that makes the customers to stop while passing by a display shelf
and take a second look at your product. Once they begin lingering around it
means they will be lured to use the product at least once thus forcing a first
time customer out of them.
Proper USP display:
Your
package should clearly highlight the unique-selling-points of your product as
crisply and precisely as possible. This aids in transmitting your salability factors
to customers’ subconscious within the few seconds for which you may hold their
attention.
Emotional impact:
It
is another very critical route to connect with the customer.
Functional packaging:
Products
with user friendly packaging that enhance the usability and storage of the
product will ensure a repeat sale from the customers. On the other hand,
packages which are difficult to handle will lose their re-salability quotient
completely.
Thus
one can easily conclude from the above discussion that through appropriate Packaging and
package design not only the purpose of marketing your product is achieved but
also it aids you to draw your merchandise and also helps to increase your
customer base by maintaining existing customers through re-salability and
adding new ones to that.
All
business firms designate separate department where experts analyze all sort of
marketing trends, customer variances, target area and the packaging strategy in
accordance to the conclusions drawn from these studies.
Finally a small tip:
Keep
your packaging patterns eye-catching
Keep
your packaging such that it triggers the consumers’ emotion at a glance
Use
strategies to hit the mass psyche such that it turns their “want” into “crave”
