Great Packaging Is Key To Product Success. Period!

In E-commerce, yes, people judge the book by its cover. 

Packaging design has a direct correlation to the success of your product. Whether you like it or not, the very first interaction that your customer has with your physical product is through your packaging. It speaks of your quality, your brand and your story.

After all, according to a Bain & Company study, 60–80% of consumers do not go back to the same business even if they were satisfied with the product. If there is no experience, no “wow” factor, very few things set you apart from your competitors, no matter how good your product is. To keep your brand in people’s mind, their journey to your product, starting with packaging, has to be memorable. It’s a myth that a good product ‘sells itself’. As markets become more competitive, small points of difference can have a huge impact. 

Here are a few statistics that only reinforce what I just said 

• 72% of American consumers say their purchasing decision is influenced by the packaging design. Ipsos
• 61% say they are much more likely to repeat a purchase of a luxury product if it came in premium packaging. (Dotcom Distribution)
• 35% of consumers report they view unboxing videos. (Dotcom Distribution)
• 55% of those who watch unboxing videos claim the video convinced them to purchase the product. (Dotcom Distribution)

How Good Packaging Increases Sales?

Since more than 7 in 10 shoppers say that packaging influences their purchase decisions, companies need to consider their packaging not just from a functionality standpoint but also from that of marketing and sales. How does packaging impact sales? 

When consumers are faced with an array of product choices either in the store or online, a primary factor in their decision-making is product packaging. When choosing which product to pull off the shelf and consider purchasing, consumers have little information to go off of besides the packaging unless they did prior research. Many shoppers will choose a product with packaging that catches their eye. In fact, a majority of shoppers have tried a product because its packaging caught their attention on the store shelf, highlighting the importance of using your package design to help your product stand out from the competition.

After consumers pull an item off the shelf, they will often read the label to ensure it's the right product for them. In this way, the information you put on your packaging plays a critical role in customers' decision-making processes. It's essential that you provide sufficient information and do so in an easily readable and understandable way. 

Your packaging is THE first impression that someone gets of your company, and it's crucial you make that first impression a good one. If your packaging is high-quality, customers are more likely to associate your brand and your products with quality. It's especially important that your packaging adequately protects your products. If it does not, it can appear to customers that you do not care enough about your products and your customers.

Packaging is an excellent tool for increasing brand awareness. You can prominently display your logo and other brand elements on your packaging, and the package itself can also be an element of your brand. When customers see your packaging in the store, they'll become aware of your brand and will be more likely to think of your company the next time they need a product you provide.

Packaging can even be an effective online marketing tool. Customers may share images of aesthetically pleasing or unique packaging on social media, which helps to boost awareness of your brand and serves as something of a recommendation from the customer posting the image. In a recent survey, 39% of online shoppers said they'd shared a photo or video of a new product, and 60% said they'd be more likely to do so if it arrived in a gift-like box instead of a traditional brown box. Unboxing videos, in which someone opens a product package, are also popular. (Will write about this in my next article) 

Updating packaging or offering limited-edition or seasonal packaging can also encourage existing customers to make another purchase, giving a boost to sales during holidays or typically slow times of the year.

Final Thoughts…

The basic lesson learnt? The customer’s interaction with your product doesn’t start once they try it. It starts once they see it. And what they see communicates a lot about your company, including how that product will ultimately be judged. If you want your product to be judged well, start rethinking your approach to packaging.