Why Packaging Design Is So Important

From tapping into consumer subconscious to value added functionality, packaging design can be a powerful marketing tool.

You may not realise but we as consumers take around 5-7 seconds to make a purchase decision in-store. And on the average supermarket trip, you can be exposed to over 40,000 different products all vying for your attention. That’s a lot of messaging.

To help their products stand out on the shelf, brands use attention-grabbing colour, an array of convenience features and play to motivational triggers. There can be multiple teams of designers, buyers, technologists and quality managers all working for months to deliver one product launch in store. Why? Because they understand packaging be can the difference between a sale or no sale.

We take a look at just some of the statistics proving that packaging design is crucial to the success of your product.

Why Packaging Design Is So Important

1. Almost a third of product decision-making is based on packaging alone.

2. More than 70% of purchasing decisions are made in-store.

3. It’s not just important to capture the consumer’s attention but to provide functional and protective packaging that serves its purpose. Research has shown that 45% of consumers are taking to social media to share their negative views. If your packaging doesn’t deliver don’t be surprised by an online backlash that could serve lasting damage to your brand image.

4. Not only does quality packaging impact consumer opinion but efficient packaging can deliver tangible cost savings. Product damage in transit remains below 5% in the developed world but in the developing world, damage can be as high as 30%.

5. According to research packaging drives purchase more than other forms of marketing such as TV, Radio and online reviews.

6. 66% of consumers said they have tried a new product because of the packaging.

7. 52% of online shoppers say they would shop again from a business if it included premium packaging

8. Businesses have reported a 30% increase in consumer interest when those businesses show a strong attention to a packaging.

9. 90% of product packaging is reused – which means that your brand reach extends far beyond the initial purchase

10. 74% of 18-25-year olds would share an image of product packaging through social media. This can influence peers and increase brand exposure in the millennial market.

Source: businessinsider.com