Packaging has long ceased to be just a means of concealing and protecting the product. Nowadays, it’s an interface that can grab customers’ attention, whether it’s on the shelf in a store or in a piece of content shared via social media.
Furthermore, customers’ high expectations start with your packaging – it’s not just about what’s inside. Therefore, today, we’ll talk about what modern consumers crave when it comes to product packaging, from the practical to the emotional, and how savvy businesses are turning these desires into delightful experiences.
1. Convenience – Unboxing Made Easy
Ever wrestled with a clamshell package so stubborn it felt like arm-wrestling an octopus? Not fun, right? In fact, the internet even came up with a new term to describe the frustration and level of anger triggered by hard-to-open packaging – wrap rage or package rage.
While there are legitimate reasons behind stubborn packaging, such as anti-theft and anti-damage protection, most people don’t like working extra to get the product out of its plastic prison. Therefore, most of them will choose the same product wrapped in packaging that doesn’t put up a fight.
Let’s take Apple packaging as a source of inspiration. The unboxing experience is truly beautiful, as nothing is out of place, and the entire design is created for this ultimate purpose. This is possible because Apple has a dedicated team that works on creating a packaging strategy that’s in tune with its customers’ needs and wants.
This doesn’t mean you have to follow the same tactic. Convenient packaging can also mean resealable bags (when necessary), lightweight for transport, and conveniently sized or shaped for storing at home.
2. Visual Appeal and Information
Visual appeal in packaging is like the cover of a book – it’s what makes you take a peek inside. We’re drawn to products that catch our eye, whether through bold colors, striking designs, or an intriguing play of fonts.
According to scientific research, color (whether it’s just one color or a color scheme) is probably the most important element in designing visually refine packaging. A good color scheme can make your product stand out, but it’s also a great way to convey your product’s main features in the time span of a glance.
Additionally, customers want to be able to understand your product before opening the package. This is where the informational aspect of packaging comes into play. Make sure to offer all the details a buyer ought to know in a clear, easy-to-find, and easy-to-understand manner.
You can also up the ante by employing eco-friendly and sustainable design practices. Visual communication can also have a negative impact on the environment, which is why
sustainable graphic design is quite popular nowadays. It’s also a great way to show your customers you care about the environment and your company’s carbon footprint.
3. Sustainability – Environmentally Friendly Packaging
According to recent studies, paper and cardboard make up 17% of the global waste. The packaging industry generates a large part of this amount due to unsustainable practices and the use of non-recyclable materials.
But things are starting to change since customers are more aware of this problem and know their purchasing decisions have power. Nowadays, most buyers don’t want the guilt associated with plastic packaging, so they look for materials made from recyclable, biodegradable, or made from renewable sources. Companies are also expected to minimize the use of plastics and reduce their carbon footprint throughout the packaging lifecycle.
Therefore, companies that care about packaging sustainability have a great opportunity to improve customer loyalty. The good news is that you can keep costs low by outsourcing your packaging needs to a company like Earthwise Packaging. This way, you get increased customer loyalty, reduced packaging costs, and a reduced carbon footprint - talk about a win-win-win situation!
4. Emotional Connection
Packaging is more than just a box or a plastic cover – it’s the first contact most customers have with your product. Clever marketing and design (including the shape, tactile feeling, and overall visual aspect) can be a silent ambassador for your brand.
A well-designed package whispers to your customers’ aspirations, winks at their desires, or gives a knowing nod to what they hold dear. But to reach this level of packaging design mastery, you must know your audience and understand their aspiration, desires, and preferences.
For instance, eco-friendly-conscious people will feel more inclined to purchase from brands that practice (and promote) sustainable packaging practices. Artists, on the other hand, will feel more connected with packaging that invites them to explore their passion.
5. Instagram Worthy Packaging
In today’s digital age, where appearances on social media dictate trends and influence purchasing decisions, Instagram-worthy packaging can be a powerful brand amplifier. Satisfied customers will happily make the extra effort needed to become your brand’s advocates if they like the unboxing experience.
This is why big brands put so much effort into their packaging strategies. Big names like Dior or Sephora invest millions of dollars in the packaging of their products alone. However, good design packaging doesn’t have to be that expensive, nor is it reserved for big brands alone.
Smaller companies can find unique and cost-effective ways to create a pleasant packaging experience. This is a surefire way to set your brand apart from the crowd and attract customers’ attention.
Additionally, there are studies that suggest people tend to remember fondly a pleasant experience with your product and its packaging. So, you’re not just increasing your sales; you are also fortifying customer retention rates long after the box has been recycled.
Wrap It Up
As we wrap up our packaging tour (forgive the pun), it’s clear that modern customers will judge a brand by its packaging strategy. Today’s buyers want sustainable, convenient packaging that’s visually appealing and gives them the chance to brag online about their latest acquisition.
So, if your product hasn’t stepped out of the shadows yet, it may be a packaging problem. Take these insights, let them marinate, and when you’re ready to give your brand a facelift, start with the packaging.