Harness the power of creative packaging for your brand
Packaging has the power to sell your product on the spot. It’s capable of swaying a consumer off their current choice towards your brand.
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Try this test scenario. You are dying to break your toothpaste routine, or for some reason cannot find your usual brand. How do you select an alternative? You generally pick a package that appeals to you or draws your attention. Often you do that out of necessity – you don’t have the chance to taste or try most products. The package must do the selling right there on the spot.
Martin Lindstrom’s latest book Buyology – Truth and Lies about Why We Buy covers the results of Lindstrom’s $7-million study that attempted to figure out what really makes us vote with our wallets. The over-arching revelation – if it is indeed a revelation – is that, more often than not, we as consumers do not know why we buy. We do not know what actually affects us when we make a buying decision.
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What we do know – and what marketers know – is that it is all about emotions. How does the brand make us feel, is what matters. Our first impressions, whether about products or people, are strong and quick. In many cases, packaging is the main influencer. The billions spent on packaging and branding annually are not spent on spec. Marketers know it works, although even they don’t always know how or why.
Our daily behavior proves that branding and packaging are important. There is nothing inherently wrong with that.