Packaging design is an important part of your company’s brand identity. The packaging of your product is what makes consumers want to pick it up, check it out, and buy it. It is the difference between that bland design that doesn’t attract, to that exciting copy and appealing graphics that drive you to engage.
While some still believe that consumers choose products based on quality and reputation, most people realize that the best-looking packaging wins every time. For retailers and product manufacturers, that means having an excellent product is only half of the battle. Packaging design that appeals to the senses is as important, or more important, than the product inside of it.
There are endless types of packaging, and choosing the type that fits your product is critical to your brand. Sustainable packaging is critical for ‘green’ brands, transparent packaging is key when the look of the product is what helps it sell, and cause-friendly packaging may be ideal for specific audiences.
A Nielsen study found that 66 percent of global consumers said they would pay more for sustainable brands. Many studies on Millennials found a preference for sustainable products as well. A different Nielsen study found that 3 out of 4 Millennials and 72 percent of Gen Z polled would pay more for a product with sustainable packaging.
An increasing number of consumers care about the packaging their products come in. In addition to sustainability, many consumers are moved by causes and charities. Packaging that supports these organizations is also compelling to younger, more socially-aware consumers. With increasing buying power and influence, these consumers are encouraging more and more brands to pay attention to their packaging.
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