How is Custom Packaging Used to Sell Products?
Although the benefits of using custom packaging to help protect products from exposure to the elements are obvious, the uses of custom packaging in promoting those same products to potential customers are not. Creating good initial impressions is important, which is the main reason that the packaging of products has an important role in sales. However, the usefulness of packaging in promoting products does not end there but extend past even the point of actual usage of the product.
Here is an explanation of how using custom packaging can help sell the products enclosed therein to potential customers:
Attracting the Attention of Passers-by
First and foremost, custom packaging is important because it can be used to persuade people in stores to make impulse purchases. Good custom packaging is striking enough to capture even the attention of individuals who have little to no reason to be interested in the product. At the same time, good custom packaging is also appealing enough so that the initial attraction is not born of fascinated revulsion but genuine admiration. Creating distinctive but also appealing initial impressions is important because most purchases are made on impulse. Potential customers are not rational automatons who give cold, sober consideration to most of their purchases, but are instead moved by emotion and sentiment aroused by product promotion. Even in cases where the good initial impression fails to sway more cautious individuals, that appeal still lets the business get its foot in the door, which leads right to the next point.
Informing Passers-by About the Product
Most times, the business needs to build on the momentum created by the initial impression. More cautious individuals need to learn about the features of the product under consideration before they are willing to commit to making a purchase. Although good custom packaging can help secure the chance for the business to present its case, it can also be a means to make that case through the information included on the packaging. Good packaging information not only manages to present honest but upbeat information about the product’s features, but also connects those features to how they can help make the customer’s user experience a pleasant one. Doing so helps the business instill the positive images that it desires for its product.
Building Up the Business’s Brand
Although this last point is more nebulous than the other two, it holds equal or greater importance. Despite its intangibility, a business’s brand is an important asset in its marketing efforts. In general, brand is dissimilar to most other assets in the sense that it is not purchased all at once but built up over time piece by piece. Good custom packaging helps to send the correct message and makes the right mental associations that the business wants for its products. As a result, its usage in marketing is part of the process in building up the business’s brand.
Similar to how custom packaging can help, the absence of custom packaging can also hurt businesses. Its absence often signals to potential customers, rightly or wrongly, that the business is amateurish and thus not credible as a provider of goods or services.