The evolution of FMCG industry packaging has proved to be an important reason to grab the consumer eyeballs and contribute to his wallet share. ‘How a product is dressed’ is gaining great significance in today’s competitive world where consumers are spoilt for choices in every single category from soaps to snacks and millets to medicines. The exterior appeal has gone up the ranks to become a determinant in making the final product choice. No wonder packaging companies are spending billions of dollars on motivational research, human psychological manipulation, and colour testing, to ascertain a winning combination for the new package. Here are the top 4 reasons why product packaging is proving to be an effective marketing tool.
1. Self-Service Marketing - Marketing is referred to as the process of communicating the value of a product or service to customers. In a world where e-formats are ruling the roost, shoppers are exposed to several products per minute. Further, research says that while walking down a shopping aisle a customer passes through 600 items per minute. In such a situation packaging becomes a differentiating factor and its attractive exterior eliminates competition in the most seamless possible way.
2. Key Consumer Information – This is the Information Age. Customers are careful about the products they are investing in. Packaging becomes a superb avenue to share important information about the ingredients of the product, its benefits and usage thereby helping consumers to make an informed decision. This is especially true for packaged food, medicines and products that follow a methodical usage. Besides, a lot of research is done in creating product labels. It may carry essential product information to augment the experience of using the product. Labels can include:
· Care and use of the product
· Ingredients or nutritional information
· Product guarantees
· Manufacturer name and address
· Weight statements
· Recipes or suggestions
· Sell by date and expiration dates
· Warnings
3. Impulse choices - Packaging design is the number one driver of impulse purchases which, in turn, is one of the top drivers of revenue for producers. Up to 40% of consumer spending at the supermarket is made of impulse buys where attractive packaging and bright colours catch the eye, a shiny and glossy look and feel lures the customer to touch and feel the product and give it a try. Moreover, interesting graphics coupled with convenience factors of packaging design like easy portability and reusable closures facilitate impulse purchases.
4. Branding – Every product aspires to become a well-known brand that stands for its unique identity. Packaging design is an essential component in building a brand's image. From nail to nail polish and snacks to sanitary napkins packaging offers a huge opportunity to positively impact a brand's image. High-quality printing, distinctive design that complements the brand strategy and unique materials help engage users and differentiate a brand in today’s crowded markets. Who can miss a red can with the white cursive font as anything but Coca-cola or a purple glossy wrapper as anything but Cadbury’s Dairy Milk? Such impactful packaging has helped in building a strong identity and in turn brand loyalty.
Montage Group has remained committed to building national and regional brands through the power of flexible packaging. Our R&D checks all boxes for making the packaging design a silent salesperson pushing and luring the new customer to try it once and old consumers to stay loyal.