Whether on the aisle of a supermarket or the digital shelf of an online store, the power of packaging and design cannot be overestimated. These essential elements are critical in shaping customer perceptions, influencing purchasing decisions, and creating lasting brand relationships.
We can also refer to them as the “silent sales force or the silent salesman” because they are not merely containers for our products but the frontline representative of your brand. This is why it is crucial for small and big businesses to carefully draft packaging design ideas that convey their brand’s message and mission.
In this article, we will explore the packaging and design as the silent sales force that every brand needs to stand out in the market.
What Does Packaging as a Silent Sales Force Mean?
When selling a product, the first thing that comes to mind is usually the sales team and the efforts they put in to provide their products to the right target markets. However, where there is no direct contact with potential customers, they can always rely on the packaging to attract and convince customers to try out their product.,
Your packaging is the silent salesperson who works 24/7 to promote your product. It is the first thing potential customers see, and it can make or break a sale. This brings to mind a famous quote by Elliot Abrams; he said “First impression matters. We usually size up new people between 30 seconds and 2 minutes.” This same analogy applies to your products.
According to a survey by IPOS, 67 percent of customers say the packaging often influences them. If your packaging does not capture customers’ attention in the first 30 seconds, it will turn customers away. But if your packaging is well-designed, it will grab attention and make customers want to learn more about your product. So, as a business owner, will you use generic packaging? Or one that is visually appealing and easily draws attention? Seems like an easy choice.
Here are some other ways that packaging can help your brand.
Brand Recognition
Think of brands like Apple, Pepsi, or Coca-Cola. Their packaging speaks for them; they are so distinctive that you can identify their products from a distance. To achieve this level of brand recognition, businesses must make well-calculated packaging design choices that align with their brand values, sustainability practices, and target audience. When customers can easily recognize your product, you will have a competitive edge in an already crowded market.
Emotional Appeal
Packaging offers a particular psychological effect that can trigger emotions and establish emotional connections with customers. It can tap into different emotions, such as excitement, trust, or nostalgia if used properly.
For example, a product with nature-inspired designs can evoke the feeling of natural beauty and tranquillity. In contrast, bright and vibrant packaging can inspire energy and innovation. This emotional resonance with customers can transform a simple interaction into a successful sale. It will also enhance brand loyalty, as customers will surely come back to brands that resonate with their feelings.
Interactive Packaging
Even without physical contact with your sales team, your packaging can allow customers to engage with your brand. For instance, you could add a quick response (QR) code or augmented reality functionality to the packaging. This would allow customers to scan the code with their phone to access additional information about the product, such as its ingredients, nutritional information, or even a video of the product being made.
Augmented reality could also be used to create a virtual experience around the product, such as a 360-degree view of the product or a game. This allows customers to interact with the product in a fun and engaging way.
Environmental Consideration
Your packaging presents an opportunity to inform potential customers of your commitment to sustainability. Customers are more aware of the environmental impacts of human activities on the environment. You can demonstrate a commitment to eco-consciousness by adopting sustainable product packaging. Brands that use sustainable packaging can appeal to eco-conscious customers and convince them to try out their products.
Here are some tips for creating effective packaging:
- Make sure your packaging is eye-catching and stands out from the competition.
- Use clear and concise language to describe your product.
- Highlight the benefits of your product.
- Make sure your packaging is easy to open and use.
- Use high-quality materials that will make your product look and feel luxurious.
Your packaging is an integral part of your marketing strategy. Don’t forget about it!