When was the last time you bought something off of an impulse purely due to the packaging catching your eye? Some may say that packaging is a vital factor for them when deciding whether or not to purchase a product, and even more so when considering to be a returning customer.
Companies like Coca-Cola and McDonalds have the most recognisable branding in the world, with a study revealing that 94% of the world’s population recognises the red branding of Coca Cola. They achieved this enormous level of customer loyalty through several researched selling tricks, which helped to make their branded packaging stand out.
In this article we talk about the best and easiest ways to make your branded packaging stand out so that customers are immediately drawn to your product over a sea of competitors.
As the saying goes, a picture speaks a thousand words and when it comes to packaging, imagery can tell a story that no short text ever could. When a potential customer is walking past a shelf of products, they are taking a second to scan the wall for the product they want or usually purchase. Using an image on your branded packaging will ensure that more people passing by will look at your product, this is because the human mind is better at processing visual data over any other data and favours visual data. This said, be careful when choosing an image to portray your brand, it needs to send the right message about your product and not shock customers just to draw them in. It is easier to maximise the effects of an image on your products if your working with a larger space to create a story, for example an image would be the perfect selling point on printed jute bags.
There have been many studies to show that in order to succeed in marketing you have to elicit emotion in the consumer, whether that be happiness or excitement. Establishing this emotional connection will make your branded packaging stand out as on a daily basis we are bombarded with advertisements and we as humans, tend to act on emotion over logic, especially in situations that aren’t so serious. If a potential customer feels happy and smiles when they see your product, they are more likely to make a purchase.
Make it Reusable
It’s the 21st century and the human race have begun to realise the detrimental effects of consumerism on our planet. It is essential that brands start to implement changes and clever ways to ensure that they are helping the planet instead of destroying it. This can be through using less packaging materials all together but also by using reusable materials that are recyclable and eco-friendly. This allows for the brand to live on past the initial use, for example branded reusable coffee cups not only help the environment by reducing plastic waste, but also shows everyone around it the brand name or logo. Although this is not a form of packaging, it is a step in the right direction.
Colours aren’t always what they seem, when it comes to Marketing, would you think that the colour green achieves a higher level of attraction to consumers? Well in actual fact, the colour red has proven to receive higher levels of attention when it comes to purchases. To make your branded packaging stand out, think bold, bright and carefully researched. Run experiments to find out what colours your target audience reacts to the best and implement these into your packaging design. The psychology of colour is a real thing and can be utilised to get the best out of your marketing campaign.
Play on Textures
Something that you don’t see very often is texture on packaging, and when you do how cool is that? Although this design could be a bit more costly than the typical packaging, it is guaranteed to get your product more attention as people will be physically interacting with the product and it appeals to their sense of touch as well as their sense of sight.
Although it is easy to think that in order to stand out your product has to be the brightest, craziest thing on the shelf, it is often more than not that the most intriguing products are the ones with the simplest colours and text. A minimalist look will make your product and brand easy to identify. This will help people to describe what they are looking for in a store for example and in the long run, customers will remember it. When it comes to promotional products such as branded lanyards, a simple but effective design will make everyone want one.
It is incredibly hard in this day and age to grow and build your brand entity, but using these steps will help your branded packaging to stand out wherever they are. Research, test and be a little adventurous when your choosing your packaging!