When is it time to redesign packaging?
Why repackage your products? Surveys say that 70% of consumers make their buying decisions at the shelf* and that 68% of purchases are impulse-driven**. These packaging preferences are based on many factors, and in this economy, price is usually close to the top of the list, but not always. I’ve found myself buying a product I know nothing about countless times just because I love the packaging.
Showcase Packaging Design
When considering consumer packaging preferences, design elements carry weight in purchase decisions. Consumers will often ignore a higher price tag if a product is “counter worthy”. “Counter worthy” meaning that a consumer would be more likely to leave the product on their counter as a kind of showcase or as part of the kitchen décor. That consumer is then more likely to use the product often and develop a relationship with it.
Packaging That Makes Life Easier
Another factor that comes into play “at the shelf” is functionality. We all want packaging and products that do what they’re supposed to do, and today the possibilities of what you can do with the design of package are endless. However, if it does not function properly, the consumer is more likely to move on to a competitor. On the flip side, if your packaging offers some kind of added benefit that others don’t, you’re already one step ahead. Some of the simplest examples of added benefits would be resealable packages or a ketchup bottle with the cap on the bottom.
Consumer values are also an important factor in packaging preferences. They largely refer to a consumer’s sense of responsibility towards the environment. Whether a package is biodegradable, made from a sustainable source, recyclable, or made from recycled goods, it can certainly satisfy this concern in consumers. Creating environmentally friendly packaging these days is easy and it is also becoming a necessity. In a recent study 80% percent of consumers say “they would stop buying products from companies that disregard ethical considerations in their sourcing practices”.*** Another survey says that US consumers would be willing to pay more for environmentally-friendly products.****
Today’s designer has access to many green resources such as recycled plastics, metals, glass, and paper products. As well as biodegradable corn-based plastics and natural, sustainable raw materials. Sacrificing aesthetics or functionality to create eco-friendly packaging and products is quickly becoming a thing of the past.
I’ve included some images of packaging released into the market place that inspire me and are beautiful, functional, and responsible.
A package design (or re-design) might just be the key to satisfying consumer preferences and surviving in the market. At MarketPlace, we love to help brands develop new packaging for their products, let’s talk.
*Consumer Buying Habits Study, Point-of-Purchase Advertising International and Meyers Research Center
**Point-of-Purchase Advertising International
*** The Economics of Ecosystems and Biodiversity (TEEB) project
**** Green Living March 2010 Mintel study