How Much Does Packaging Matter for the Consumer?

In a previous blog, we spoke about the importance of packaging design when it comes to supporting a product or brand. This time, we are talking about how packaging can affect purchasing decisions and consumer behaviour. 

As a quick example, a consumer is paying $100 for a product. While the choice may not have been explicitly made as a result of the packaging, there will be a lasting impact in that consumer’s mind moving forward because of it. Especially in e-commerce, having a product arrive to the consumer in cheap packaging can devalue the entire experience and make them feel as though they aren’t important to the business. 

Packaging is a cost-effective way to portray luxury or value to a consumer, even when it can be difficult to do so. Consumers are heavily influenced by aesthetics and looks, in fact 42% of shoppers admit that they shop somewhere based on an overall look and design. Even online, 52% of users won’t return to an online shop because of its aesthetic. This carries over to a product, even more so when there is no physical store to interact with. 

Packaging is an important psychological aspect when marketing a brand. Consumers have certain expectations about packaging and want them to be met when they purchase a product. So when it comes to packaging, what’s most important to consumers?

When making a purchasing decision, 72% of American consumers say that they are influenced by packaging design. Innovative or unique packaging can even encourage 49% of consumers to pay a higher price for a product. 

After using a product, 40% of consumers will share an innovative package design on social media and 50% will recommend it to their friends. Most importantly, 36% of consumers will switch to a competitor if they have a bad experience with a packaging design. What’s a bad experience for a consumer? A product that has spilled or leaked in transport will turn away 80% of consumers for next time. After spillage, a product being difficult to access or in a package that is hard to open will send them to a competitor.

In some cases, the packaging is as important as the product itself. Whether that’s the physical packaging on the shelf or the shipping materials it’s sent in to the consumer. The packaging will allow the product and brand to be represented positively at all times. We may not want to judge a book by its cover, but when it comes to products consumers will do it anyway. If you have any questions about efficient and innovative packaging solutions for your product, give us a call today and we will help you find a flexible fit for your business.