There was once a time when product packaging was simply viewed as a container for a product; it had to protect the product but was viewed as a cost to be minimized. Today, product packaging is recognized as a critical opportunity to communicate a brand’s message visually, positioning it as a better choice than competing brands.
Packaging is the first thing consumers see when they approach a product of interest. It’s what they see, touch, feel and review to make their purchase decision. At the same time, product packaging is the final opportunity for marketers to relay the brand’s message and visually convey their product is better than competitors.
Consumers are faced with an ever-increasing number of products. In 1999, the average supermarket offered approximately 20,000 products competing for consumer’s attention. Today, the typical supermarket carries more than 30,000 products.
Approximately 60-70% of purchase decisions are made in the store. While the need or desire to buy a product may have been established by advertising, social media or other forms of promotion, packaging is the last form of communication in the retail environment.
In most cases, a 30-45 minute shopping session is all the time companies have to attract, excite, inform and sell their product. With so much competition, marketers need to champion their brand with the best package design and best printing.
First Impressions are Critical
There are endless studies that confirm package design influences purchasing decisions, and most agree the following elements are particularly influential…
- Brand name influence
Packaging is directly related to the perceived quality of the product. When choosing between multiple products, high-quality packaging will influence the consumer to purchase more often than low quality. In addition to perceived quality, numerous studies show the impact of packaging on product satisfaction.
Printing Sells Products
With so much riding on the quality of your packaging, it doesn’t make sense to cut corners using outdated or inferior print technology. Even the best package design will lose its effectiveness if colors are off and images are less than sharp. Your packaging needs to stop consumers in their tracks with exciting colors and images with impact that come from high-resolution imaging and new printing technologies.
Look for future “Printing Sells Products” posts on new technologies for flexo that can showcase your products and set them apart from the competition.