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Packaging plays an important, psychological role in the process of decision-making.
As found in John McCabe's article published on Startup Nation,
"product packaging is considered as the ultimate opportunity for marketers to communicate the brand’s message visually".
It's no surprise - packaging reaches all of your clients.
In this article, we will show some outstanding examples of inventive packaging patterns and explain how to utilize consumer behavior in a marketing strategy.
Consumer behavior is the set of factors deciding on the purchase decision. It's basically what your clients do with your products, what they expect from it and how do they choose it. Among the measurements of the consumer behavior, you can see the number of recurring customers, the seasonality of purchase or response to changes in the product design.
How does consumer behavior relate to the packaging design?
Any design of the product packaging includes several features. These are:
- Brand name exposure
- Print finish variant
- Added value
Each one plays a distinct role in the way your packaging will influence the customers.
In order to understand the way they work, let's review a few examples. They differ in terms of materials used in production, products stored inside and novelties in the design. However, all of them share one thing - uniqueness.
Tea packaging by Yojoki
Tea is one of the food products that is not consumed quickly. Therefore, tea packaging often becomes a part of the interior decor (kitchen for example). A beautifully designed teabox can add a sense of intriguing design.
Yojoki, a Japanese tea company, serves as an example of a superb packaging design. Teabags are packed in a paper box, which is painted in a very colorful, artistic way on the surface. The smaller boxes are also placed in a bigger packaging, which imbues the whole set with an extremely elegant exposure.
Yojoki uses its packaging to add value to the product. On top of that, this sublime pattern creates a sense of premium product.
Lively colors with an extraordinary form by Yope
Packhelp's client Yope has designed a beautifully imaginative packaging for its new line of cosmetic products.
The cardboard box firstly intrigues with its shape - the rectangular form is "broken" by a handle at the top, whilst ordinary surface print is replaced by a creative window showing the product. The colorful pattern perfectly matches the bottles inside too.
Additionally, the company enriched the experience by using paper bags. Take a look below and see how a complex line of packaging (with the corresponding pattern used in all of its components) enriches the consumer experience.
DIY cardboard packaging for kids by creepmonster
We live in the times when DIY has become extremely popular.
Creepmonster - came up with a fully-customizable type of packaging. The plain cardboard box includes a round element for a window, as well as holes for a handle on top. Furthermore, the box comes equipped with stickers, which can be used to personalize it.
Not everybody will be fond of collecting beetle models, but the packaging deserves credit.
Consumer behavior means understanding the client
The above examples show that these companies found a way to address their customer's expectations. Yojoki's elegance imbues the product with the added value, Yope creates the urge to buy by using lively, eye-catching colors, whilst creepmonster allows its target audience to have fun.
Most of the successful brands conduct research concerning their customers' behavior. The way they interact with the product, what do they appreciate and what causes them to look for substitutes - it's all crucial to making the business thrive.
What is the key in terms of packaging research?
- Packaging solving a problem. As a marketer, think of addressing a certain problem that your consumers might encounter. Some food products require a new approach to the packaging design - a new, eco-friendly material would do the trick?
- Altering the aesthetic experience. Your packaging should stick out from the crowd. If most of your competitors rely on minimalism, try going a bit crazier in your design.
- Transparency in communication. Some time ago we have written about the most common packaging mistakes made. One of them was the issue of communication. Your labeling and all other information (including the shape design itself) should clearly state what your product is.
- Back-to-basics packaging. Design innovation is moving towards minimalism, but also going vintage. Your box will appeal to many customers by making use of kraft cardboard - instead of blazing color patterns.
- Social impact & sustainability. As profoundly pointed out in an article by Store Brands, we all want to make a difference nowadays. The world is becoming environmentally-aware, which gives a unique opportunity to make your customers love your brand. Make sure your packaging is eco-friendly and do not hesitate to emphasize that in your marketing strategy. Read about sustainability in packaging here.
- Become local. Acting locally requires a local approach to the packaging too. Identify what your customers appreciate and adapt your product packaging accordingly.
Consumer behavior is vastly influenced by the product packaging. Whenever we go to a shop, we instantly judge the book by its cover - there's no way around it. A product appeals to us immediately, when the packaging looks spectacular.