If a person walks into any supermarket, they tend to get drawn towards the products with exquisite packaging design. It is how brands attract the consumer focus, the new age marketing tactic. This is something big and successful brands have mastered, as they understand how different images, fonts, and even different colours affect the mood and mentality of the consumer demographic.
Branding and packaging design is something that goes way beyond the message delivery and advertising of the product. It is how well a brand can connect with their consumer base and connect with them emotionally, such that they remember them for a very long time. It is often underestimated how valuable an excellent looking, and aesthetically pleasing packaging is, especially if the business is new. The first impression is the best.
How good packaging design influences consumer buying behaviour:
- Position of the Brand: Good packaging certainly helps a brand develop a faithful following of consumers, where they can identify the brand just by the colour scheme or the logo. So many good brands have created that positioning where consumers remember and purchase only that brand, as they also recommend it to their friends and family. This standalone factor is created and is very difficult to achieve if the design does not communicate with them.
- The quality of packaging: This is undoubtedly a fascinating point to discuss how the quality of the packaging affects purchasing behaviour. The brands that use packaging material of top-class quality are headed in the direction where there is only growth for them. The long-lasting effect of good packaging will have consumers coming back for more. Good packaging design shows the promise of the quality of the product inside the package.
- Colour theory: Any designer or business needs to understand how colour affects the brand perception by the consumer. Studies have shown that specific colours evoke certain emotions in people. The type of font and text and the colour type used can indicate what kind of audience the business is targeting. If it is for kids, they use bright and vivid colours, whereas certain skincare brands go for pastel colours that allow the brand to look minimal as well as aesthetically pleasing.
- Value of the brand as perceived: The brand value can be perceived differently by the different consumer base. This brand position allows them to grow in the market as their positioning is entirely based on how well the consumer demographic reacts to change in their design and aesthetics. Some brands end up changing their packaging, and the demographic loves it, or it could go a complete 180 degree and flop. It is always better to first do some good research and then approach the change.
Conclusion:
This article was to help businesses or consumers understand the importance of branding and how companies can better their packaging. Design matters. It is highly recommended that the business works with an experienced, skilled set of designers to develop packaging ideas to improve the brand value and overall visibility. After all, the end goal is for the consumers to purchase the products of the brand. Do good research before hiring a designer, as it is not a cheap investment. Good designers will put in their best and deliver as per the promise they make. Come up with promising prototypes, and this will help with understanding what the brand is looking for.
