Brand packaging matters for 3 reasons

You've just walked into a store full of stuff you've never seen before. What stands out to you?There’s something that triggers your brain to think a product might be something you like.

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From the typography to the colour selection, packaging heavily impacts buying decisions.This is why as a business, your packaging needs to be designed with this in mind.

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Below are three key reasons why your brand's packaging is important

1. You never get a second chance

In the microwaveable society we live in, you only have seven seconds to make a first impression. Your brand’s first shot is often the only one, so you need to make it count.

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Your product’s packaging should be well-designed and convey a clear message. Did you know?Using a signature colour can increase brand recognition by 80% according to Oberlo

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2. Buying decisions are heavily based on emotions

It's why you choose fair trade bananas over regular ones. The packaging tells a story about your brand, and the more people connect with it, the more likely they are to buy.

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In 2008 Tropicana hired a marketing agency for a rebrand and this rebrand is down as one of the worst rebrands in history. A signature part of tropicana’s branding was the Orange with a straw coming out of it. This triggered an emotional response in their consumers minds. It represented freshness.
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Your product packaging determines whether or not people will buy your products.

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The rebrand removed this signature, replacing the orange with a glass of juice. As a result, sales plummeted. Tropicana lost 20% of sales within two months.As clearly articulated in The Branding Journal’s article.

“We underestimated the deep emotional bond they had with the original packaging” […]“ What e didn’t get was the passion this very loyal small group of consumers have. That wasn’t something that came out in the research. […] Those consumers are very important to us, so we responded,” Mr. Campbell, president at Tropicana North America in Chicago.

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3. Aesthetics really matter

It’s all about aesthetics these days, and unfortunately great branding can trump good products. Yes, the quality of your products still counts but you have to consider consumer habits.

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Consumers are more willing to share packaging that looks good or matches the aesthetic they are trying to create. This is a great opportunity to get User Generated Content (USG) and get people talking about your business.

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All of this social proof can help your potential customers make the buying decision. Take a closer look at what custom packaging your target audience uses and shares instead of relying on your feelings.

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As a quick recap, here are three reasons why your brand's packaging matters:

• You never get a second chance
• Buying decisions are heavily based on emotions
• Aesthetics really matter

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If your products are already designed, have a look at the feedback you're getting. Are there any improvements that could help your packaging be unique, more shareable and ultimately more appealing to your audience?

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Looking for custom-designed boxes and packaging? Get in touch with us and we will design packaging that your audience will love!

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Written By: Sinmi Adekola: Writer and Creative Consultant

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