Packaging is a powerful marketing tool and can be the difference between making a sale or losing a customer.
In one UK study, some 73 per cent of interviewed consumers said they rely on packaging to aid their decision‐making process at the point of purchase.
In this article, we answer the question: “How does packaging affect sales of a product?,” explore the extent to which packaging influences consumers, and how high-quality packaging can attract consumers.
Why is packaging important in sales?
At Birch Print, we believe that packaging is one of the biggest selling points for any product. A customer forms a first impression of your brand in response to packaging, and for that reason it’s essential that it conveys the right message.
In the modern competitive market, eye-catching packaging can help your product to stand out from the crowd.
You want customers to enjoy an experience when buying your product that allows them to feel a sense of excitement and anticipation when unboxing their new purchase.
Good packaging can help to achieve these feelings, creating a positive association with your brand, and continuing to drive sales.
How much does packaging impact sales?
Packaging has been shown to have a significant impact and influence on consumer purchasing decisions.
There is plenty of research that discovered consumers will more often than not make decisions about a product based solely on its packaging.
One study from the Journal of Marketing and Consumer Research found that attractive, high-quality packaging directly impacts consumer purchase behaviour and can positively influence their perception of the product.
It was also learned that packaging that communicates important information about the product’s origins and benefits can impact whether consumers support your brand.
The same study went on to suggest that regardless of the quality of the product, poor packaging can cause the product to fail in the long term.
Ultimately, packaging is more than just a pretty box; it can be the differentiating factor that can improve sales.
How does your packaging affect the product and your customers?
Above all, packaging plays an essential role in maintaining the quality and functionality of your product.
High-quality, secure packaging will help to safeguard your product from damage when it is being transported and stored. This ensures that when your customer unboxes your product, they receive it intact ready to experience the desired effect.
Packaging also ensures essential consumer information is available, from storage and usage instruction, ingredients, origins and even your brand story to help them make an informed purchase.
With well-designed, appealing packaging, you can easily catch your customer’s eye and pique their interest enough to give your product a second look.
By carefully curating the aesthetics, brand-appropriate colours, and other branded elements, you can create packaging that conveys your values and leave a lasting impression.
How does packaging attract customers?
We often refer to packaging as a ‘silent salesman’ catching the eye of potential customers and enticing them to pick up your product for a closer look.
Attractive packaging is made up of a number of factors, starting with materials that look and feel luxurious. For example, many high-end brands opt for a matte finish to reflect the luxury nature of their products. In contrast, others will focus on eco-friendly materials and finishes to appeal to environmentally conscious consumers.
Packaging with attractive, interesting designs in brand-appropriate colours can create the right visual appeal needed to grab customers’ attention. This, combined with alluring shapes and textures, can also help create a unique packaging experience that adds to the intrigue of the product.
The right packaging can help tell your brand’s story and create a positive Para social relationship that encourages brand loyalty and increased sales.
Get in touch today
Packaging is a make or break marketing tool capable of significantly impacting the sales of every product.
Good packaging will attract customers, influence purchases and improve the overall customer experience. By choosing to invest in aesthetically pleasing, functional packaging, your brand can differentiate itself from competitors, build brand trust and drive sales.
At Birch Print, we understand the importance of packaging and the direct correlation with increased sales.
For more than 40 years, we have been proud to help customers to elevate their brands and create a one-of-a-kind experience with bespoke packaging solutions.
To learn more about our range of luxury packaging services, contact us today.
