According to surveys of consumer behaviour, it is seen that 60-70% of purchases are attributed to good packaging
By Saravanan Mohan
Don’t judge a book by its cover does not hold ground in food branding. Good packaging greatly influences consumer’s purchasing decisions. According to surveys of consumer behaviour, it is seen that 60-70% of purchases are attributed to good packaging. As the product is the brand’s image, so is its packaging. Good food packaging’s foremost function is to protect food, but it is also an effective marketing tool that indirectly conveys the impression of the brand to its customers. Good food packaging has many benefits, like conveying a solid brand identity and recall value. Let’s discuss the characteristics of good food packaging.
A critical characteristic of good packaging is to create an identification of the brand. The packaging is the first thing the consumer sees of the brand. Significantly, the packaging must encompass all relevant information like product description, ingredients, expiry date, etc. Conjunction of relevant information on the package creates value of the brand, as sometimes, more than just putting the name is essential. In the case of food brands, consumers, especially Weight Watchers, like to see calorie intake per serving. A good package must also accommodate brand colour, value proposition, promise, etc., to create a strong brand identity.
Alignment of the design
When devising a stunning package, the design must be impeccable. A captivating design will beckon the customers and convert them into potential buyers. Another significant benefit of a great design is that it conveys uniqueness to the product, giving the brand an edge over its competitors. A one-of-a-kind design will enhance the brand recall value among other products in the similar category in the customer’s mind. A critical aspect of a great design is that it must align with the customer’s experience when using the product. The design must accentuate exclusive features of the products like organic or vegan food products.
For a sterling package planning, especially for food brands, it is vital that the package is user-friendly. It is abysmal to order a curry masala that spills all over because a stubborn plastic lid opens spilling. When designing a food package, it is imperative to consider whether it is easy to open or to close. Is it easy to transport? To create a viable food package, thinking from the customer’s viewpoint is significant. These considerations distinguish the product and the brand from competitors.
Environmental concerns are threatening our existence on planet Earth. Following environmentally sustainable practices in all aspects of our lives is detrimental, and food packaging is no different. Consumers are more environmentally conscious, and prefer to use eco-friendly products. Choosing to create packages with eco-friendly materials is a progress towards understanding customer’s requirements and promoting sustainable practices. Choosing eco-friendly packaging clearly sends a positive message to the customers. This practice helps to create a positive brand identity and distinguish it from its competitors.
Resonate with brands mission
Good packaging is simple, clear and concise. Brands often append various shapes and colours to attract consumers’ attention, but this practice needs improvisation. Too many or uncommon shapes and pictures distract the customer’s attention from the brand’s mission while reducing the chances of brand recall. Instead of increasing the sales, it becomes a disadvantage for the brand. The packaging must be simple and clear, giving the consumers an idea of the brand and its mission. A neat packaging with a compelling message is critical to create brand identification and recall.
Good packaging is detrimental to transposing a customer into a buyer. It is essential that the packaging must contain the selling point that distinguishes the product from other similar products in a market; this uniqueness leads consumers to the brand. Determining by content on the package is clear and relevant to the customers creates a strong brand identity. Consumers do not like to read an excess of uncommon terminology they do not understand. Therefore, information on the package must be user-friendly and concise. Good packaging helps distinguish the brand from competitors by augmenting brand value and enhancing its identity.
The author is co-founder of OORLA
Source : financialexpress