From acting as a mascot to providing protection to the product, packaging design is a critical aspect of any product. Like a good salesperson, packaging companies such as the AVNFLEX Company carry the brand and protect its customers’ interests. That’s why it’s so important to invest in a trustworthy packaging partner. Let’s take a look at some ways packaging acts as a salesperson in modern retail.
Take a plain bottle of water without a label. What does it mean to you, aside from being a bottle of water? Chances are that it won’t mean much. Now take a piece of paper with the word ‘Evian’ and stick it on the bottle. Suddenly, you have a mental image of pristine mountains and crystal clear water. How did this happen? This is because of brand recall thanks to the packaging design.
Similarly, salespeople are the mascots of a company. They represent the corporate values and can be the first and only point of contact between a company and a customer. They interact with
consumers in unique ways, especially in today’s technologically advanced day and age.
1) First point of contact/first impression
Like a salesperson, packaging and design can be the first encounter a person has with a product. If the salesperson/packaging is good, this interaction influences the consumer to choose this product over a sea of competitors. And, as the saying goes, ‘the first impression is the last impression’.
2) Influences purchasing decisions
Human beings are influenced by visual stimuli more than any other stimulus. That holds true for boldly coloured stand up pouches or more organic product packaging.Thus, packaging
influences purchasing decisions through visual appeal. According to Packaging Gateway, there are three visual zones within retail environments which have different effects on the viewer. These zones play a crucial role in getting the product into the hands of the consumer, and then into their shopping cart.
3) Communicates Brand Value without Words
Like in the introduction, the different elements of the packaging design express the brand value of the product. Think the yellow arcs of a McDonalds Happy Meal or Apple’s iconic logo. This is done without uttering a single word.
4) Builds Trust and Confidence
Good packaging, like a good salesperson, builds trust, which turns into loyalty. It denotes the
product’s quality, safety and brand reliability – all before purchase. This instills a feeling of
confidence in the consumer.
5) Supports the Post Purchase Experience
Packaging plays a unique role in the way it continues to perform even post purchase. For example, a packet of chips in our stand up pouch with zipper will remain fresh even at home. The quality of packaging also affects the chances of customers becoming repeat buyers.
6) Drives Word of Mouth Marketing
Unique packaging design encourages consumers to talk about the product and share it with their friends. In today’s world, it could be in the form of an unboxing video on Youtube. It could be a story on their Instagram.
7) It’s Good Marketing
Packaging offers protection, communicates brand identity, attracts customers, and influences
decisions regarding purchases. It also acts as a traveling billboard and reflects the company’s values. It can turn into a marketing tool when interactive and engaging elements are used.
8) Allows Brands To Appeal to a Certain Audience
Brands reach out to their target audience using their packaging. For example, take The Body Shop. Over 68% of their packaging can be recycled, which is in line with their brand identity of being sustainable and eco-friendly.
9) Provides Information
One of the most obvious yet important functions of both salesmen and packaging is this – they
provide information. From ingredients to special information, this lets the consumer know about
what they’re purchasing.
10) Works 24/7
Good packaging and design goes the extra mile as it works 24/7. Whether it’s in the aisles of the grocery store, or in your cupboard, packaging offers protection and safety, sustainability and reusability.
This is how packaging persuades customers to purchase their products, much like a silent salesperson.
Book a call today and let’s take our packaging journey further.
