Packaging Design: Why Should You Care About It?

When it comes to retail, the packaging is just as important (sometimes more) as the product itself. Packaging is the first thing your potential customer will see, well before they tear inside to get to your product. You need your packaging to be noticed so that your potential new customer picks it up and looks at it to learn more about what is inside. If the consumer picks up the package there is about an 85% chance they will put it in their cart. Consider how often you’ve made your choice between multiple competing items at a store; along with price and brand, most likely the final defining moment of choosing one item over the others came down to the packaging design.

Based on current trends, consumers are looking for safe, sustainable and memorable retail experiences with the product’s packaging. Whether shopping online or in-store, consumers’ decisions are greatly influenced by the package design, materials, and other customer reviews with the product and its packaging. If you have questions on the accuracy of the above, go on YouTube and search for “unboxing” videos, or check out the one below. There are more than a few million people talking about their unboxing experience, which is solely focused on their perception of the packaging’s appearance and functionality… and then lastly, the product it contains.

When it comes to consumable products, safe packaging is a must. According to the Packaging Matters Report over 80% of consumers said that safe packaging makes them more likely to trust the brand, become a loyal customer, and recommend the product to friends and family. Things such as the chemical makeup of plastic packaging and containers for instance, that might contain Phthalates such as DEHP, DBP, and BBP, are things that consumers are paying attention to now, more than ever.

Sustainability is also of concern. The Packaging Matters Report states that two-thirds of consumers agree that a company that uses environmentally friendly packaging is taking a critical step in creating a more sustainable environment. Consumers are more aware of the environmental impact of packaging and prefer packaging that reduces environmental impact by using materials that can be easily recycled or are compostable. A recent example of the focus on sustainability is the San Francisco enacted a ban on the use of polystyrene in packaging, effective July 1, 2017. Of course, with the desire to use sustainable materials, there is still the need for the packaging to perform properly and hold up to consumers’ needs. If the packaging is “sustainable” but the product gets damaged because the packaging failed to withstand the trip from the store to their home, they will most likely not buy the product again.

Then there is the memorable experience. The consumers want the packaging to be attractive, informative, and functional. The Packaging Matters Report has determined 70% of consumers use the package to learn about a brand, 66% buy products because the packaging gets their attention, and 60% will purchase a product again based on its package functionality. You need them to notice your packaging first amongst the sea of other product packaging before they care about your brand or your product. Once they notice your packaging and pick it up, they will want to learn about your brand and the product inside. Retailers may not always allow your customers to interact with your product directly and make informative decisions before actually purchasing, therefore, the packaging is the easiest way to “talk” to consumers about the product through the design, description, and label. But, it goes beyond just the visual appearance. Functionality is a big deal as well. You might have the best-looking packaging but if it’s difficult to open (looking at you Plastic Blister Packs) or fails to reseal properly, those are things that affect the consumer’s perception of your product and reduce the likelihood that they will become a repeat customer. Features on packaging such as easy tear notches, perforated tear strips, zip lock or reseal ability or an intended reuse after the product is gone are all things that can lead your consumer to purchase it, buy it again, and recommend to others.

At FlexPAC, our team understands your needs and works together to ensure your product will stand out to your consumer. We use a material neutral approach and will work with you to create packaging that fits both your company and your customers’ needs to provide a custom solution for your product. FlexPAC is dedicated to providing packaging that is innovative, not replicated. Contact us today to get a free analysis.