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How Customers Respond to Product Packaging

Updated: Oct 4, 2022


According to a study carried out by the European Journal of Scientific Research on the impact of packaging on consumer buying decisions, good packaging is a major characteristic of a successful product. In the study, it was also determined that proper packaging has a substantial influence on consumer behavior and that packaging is more effective than traditional marketing.


When it comes to branding, one of the things you should keep in mind is the influence that product packaging has on your brand and customer purchase. Aesthetic appeal is such a huge portion of marketing in the sense that with a product, the initial contact with a potential buyer is based on how it looks like and how it appeals visually to the buyer and not necessarily the function.


Imagine walking into a store and seeing a brightly colored and beautiful chips packet instead of the regular drab ones on the shelves. Chances are that the packet would get you interested in the chips based on how it looks on the outside even without knowing what it tastes like.

That is what product packaging does. It gives your product or brand the benefit of the doubt. The idea behind product packaging is to make your brand or your product memorable.


What potential buyers are looking out for in the packaging?


Packaging goes beyond just placing the product in a container. It is understanding that people buy with their “eyes” and what attracts them. In the market or stores, there would always be one or a hundred products that are the same as yours. The question now is how do you plan to make your product stand out? What gives your product an edge over the others? How do you leverage product packaging to increase customer purchases? The answer to all of this is easy. The first line of action is to determine your target market.


When this is done, you have a somewhat clearer idea of what catches the attention of the target group and how to design your packaging to align with this. Potential buyers want to know that your packaging is:


· Practical: As much as you want to appeal to the potential buyer aesthetically, your product packaging has to be practical. You can’t sell condoms and package them in little bowls. Condoms are supposed to be in compact packs that can be easily carried around and even put in a wallet or small bag. You should create a wholesome experience with your product packaging.


· Eco-friendly: Buyers are now concerned about the items they buy and want to make sure that they keep the environment safe. As a product owner, to appeal to a larger market, you should consider eco-friendly packaging for your products.


· Can be Re-used: For many buyers, it makes a lot of sense when they can buy biscuit tins for instance, and convert the tin for another use when the original product has been consumed. Packaging your product in jars, glass containers, wooden bowls which can be used long term is a great way to attract potential buyers.


· Has Aesthetic appeal: When someone buys your product for the first time, they do not know how it works or what it tastes or smells like. So, the only thing the buyer is working with is how it looks like on the outside. This is your buyer’s first introduction to your product. Make it count!


Do you want to put our products that would catch the attention of buyers on the shelf? If yes, you are in the right place. At Moe's group, we take a peculiar interest in making sure that your products are properly packaged in a way that aligns with your brand. If you are interested in taking your brand to the next level, you can review our website and submit an inquiry here moesgroup.org. You can also give us a call HERE and one of our specialists will assist you.


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