The Power Of Packaging’s Visual Influence
By Sheri L. Koetting, MSLK
Brands must strategically leverage visual design elements and messaging to build trust, create intrigue and educate potential buyers about their product assortment.
Packaging is the most enduring contact point a customer has with a product and brand. Every customer will interact with your packaging. Therefore, it is essential that the packaging not only protects the product, but also conveys the brand’s essence and value. Your packaging must live comfortably in your customers’ homes and, ideally, it should be something they are proud to display, talk about or share with others.
In our previous article, "3 Keys to Increasing Conversions with First-Time Beauty Buyers," we explored the three key incentives that inspire a customer to make their first purchase from a brand—trust, intrigue and education, which we have coined the TIE Incentives. A great formulation ensures that a consumer will reorder a product, but the right blend of these incentives in a brand’s marketing program ensures your target audience will feel inspired and confident enough to purchase a product for the first time. In this article, we will focus on how brands can incorporate the TIE Incentives into their packaging design to create a lasting impression with their target audience.
Memorable Visual Design Elements
Because space is often limited on beauty packaging, brands must strategically leverage visual design elements and messaging to build trust, create intrigue and educate potential buyers about their product assortment.
Colors, shapes, symbols, and words are the key tools that create visual impact and communicate the TIE Incentives to customers. In the beauty world, where packaging plays a significant role in creating an emotional connection with consumers, the importance of design is amplified.
The challenge is to make a big impact in a small space, and the right combination of design elements can achieve this. By carefully selecting the right visual assets to represent their brand, companies can create packaging that speaks volumes, grabs attention, and increases sales.
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Color’s Multifunctionality
Color is a powerful tool for packaging design because it can convey a range of messages to consumers. One of the key benefits of color is its ability to create intrigue and draw in customers from across the room or in a crowded ecommerce landing page. It can help products stand out in a competitive market and capture market white space.
Color is also essential for providing product education, including conveying brand architecture and clear product regimens. This is incredibly helpful for consumers who love a product and want to know what to use next within the regimen, especially those who are self-selecting products at retail. Additionally, color can convey brand values such as efficacy, playfulness, and sophistication, which can build trust and intrigue with consumers.
The Messaging Benefits of Shape
The shape of a package also conveys important messaging to customers. It can be used to capture market white space and create intrigue. For instance, a unique shape can showcase a sustainability story or build a luxury brand positioning.
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Packaging is so important to the consumer! Some times even more than whats inside.