Packaging plays an important, psychological role in the process of decision-making.
It's no surprise - packaging reaches all of your clients.
In this article, we will explain how to utilize consumer behavior in a marketing strategy.
Consumer behavior is the set of factors deciding on the purchase decision. It's basically what your clients do with your products, what they expect from it and how do they choose it. Among the measurements of the consumer behavior, you can see the number of recurring customers, the seasonality of purchase or response to changes in the product design.
How does consumer behavior relate to the packaging design?
Any design of the product packaging includes several features. These are:
- Color
- Brand name exposure
- Labeling
- Print finish variant
- Added value
Each one plays a distinct role in the way your packaging will influence the customers.
Consumer behavior means understanding the client
Most of the successful brands conduct research concerning their customers' behavior. The way they interact with the product, what do they appreciate and what causes them to look for substitutes - it's all crucial to making the business thrive.
What is the key in terms of packaging research?
- Packaging solving a problem. As a marketer, think of addressing a certain problem that your consumers might encounter. Some food products require a new approach to the packaging design - a new, eco-friendly material would do the trick?
- Altering the aesthetic experience. Your packaging should stick out from the crowd. If most of your competitors rely on minimalism, try going a bit crazier in your design.
- Transparency in communication. One of the most common packaging mistakes is the issue of communication. Your labeling and all other information (including the shape design itself) should clearly state what your product is.
- Back-to-basics packaging. Design innovation is moving towards minimalism, but also going vintage. Your box will appeal to many customers by making use of kraft cardboard - instead of blazing color patterns.
- Social impact & sustainability. The world is becoming environmentally-aware, which gives a unique opportunity to make your customers love your brand. Make sure your packaging is eco-friendly and do not hesitate to emphasize that in your marketing strategy.
- Become local. Acting locally requires a local approach to the packaging too. Identify what your customers appreciate and adapt your product packaging accordingly.
Conclusion?
Consumer behavior is vastly influenced by the product packaging. Whenever we go to a shop, we instantly judge the book by its cover - there's no way around it. A product appeals to us immediately, when the packaging looks spectacular.
Create your own iconic packaging solution with LuxBoxPack. Visit our shop and in case you've got questions, drop us a line.
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