Sometimes, your product packaging is just as important as the product it contains. You can use your packaging to appeal to your customers. Ignoring the importance of product packaging, on the other hand, could cost you customers.

For example, about 62% of European consumers prefer paper packaging. Some consumers might make buying decisions based on the packaging materials you use.

Not yet convinced that your packaging can impact your business? Here are six reasons to reconsider your packaging materials.

After reading this guide, you can make more informed decisions regarding your product packaging plans. 

Read on to discover the importance of product packaging today!

1. Appeal to Your Target Audience

One of the most important reasons to consider your packaging materials and designs is your customers. You can use your packaging to appeal to customers and draw them in.

After all, your packaging could make a strong first impression on customers. As people skim shelves or look at product pages online, you need to stand out. A creative, innovative design could set your business apart.

You can draw more people to your brand.

Gathering information about your target audience can help you better appeal to their interests. You can create product package designs with your distinct customers in mind. 

For example, over 90% of Europeans would choose packaging with 85% less plastic. 

About 62% of respondents said they would pay a 12.5% premium for a reduced-plastic packaging option, too. You might want to consider switching to product packaging options that use less plastic this year.

Take the time to research the current issues your customers care about. For example, about 86% of Europeans say environmental issues are a major concern.

With that in mind, you can use more environmentally-friendly product packaging materials. You could have an easier time connecting with your audience as a result. Consumers will see the effort you're making.

In fact, shared values account for over 60% of brand relationships. Understanding what customers care about can help you build those relationships.

They could choose your business above the rest as a result.

2. Leverage Emotions

You can also use your product packaging to leverage specific emotions. Emotions can influence buyer decisions.

Remember to take the time to research your target audience. Then, consider what they care about.

For example, let's say you want to focus on health-conscious and environmentally friendly customers. Using less plastic in your packaging is only one option. You can also use green within your packaging designs.

The colour green communicates peace, growth, and health. It's often used for food brands.

Do you want to help your customers feel happy and optimistic? Consider using the colour yellow instead.

Each colour can help you leverage different emotions. In fact, 85% of consumers claim colour is the primary reason they make a purchase.

You can work with your packaging printing company to use colour psychology when designing your product packaging options.

For example, the colour red is great if you want to promote clearance sales. It can stimulate appetite and create a sense of urgency. If you're packaging food products, consider using the colour red.

Try using purple for anti-ageing products or to promote luxury products.

Your product packaging company can help you make design choices with colour psychology in mind. 

3. Boost Brand Awareness and Recognition

It takes an average of six impressions before you start generating brand awareness. Consistency and repetition over time are key to building recognition. Brand recognition could prove essential to your business.

The next time consumers need your product or service, they'll recall your distinct packaging.

Then, they can visit your store directly instead of considering your competitors.

It only takes 10 impressions for consumers to form an impression of your brand, though. If your product packaging is lacklustre, they might not care. They could struggle to remember your brand if your packaging isn't unique.

Instead, consider working with a professional packaging company. They'll ensure your packaging stands out. Then, you can start building recognition.

In fact, a signature colour for your brand could boost recognition by 80%.

If you're not generating brand awareness, consumers might not even realize your business exists. They could turn to your competitors without realizing there's another option: you!

Don't take that risk. Instead, take the time to enhance your product packaging materials with your branding in mind. 

Updating your packaging materials can ensure brand consistency, too. It's important to keep your brand consistent across all marketing channels. In fact, consistency could boost revenues by up to 23%.

Besides, about 60% of consumers prefer purchasing from familiar brands. If your packaging doesn't match your branding, consumers might not recognize you. They might not trust you, impacting your ability to make sales.

Instead, use brand recognition to start developing relationships with your customers. Brand relationships can help you retain customers. A 2% increase in retention can cut expenses by as much as 10%.

Meanwhile, loyalty is sometimes worth 10 times as much as an initial purchase.

In other words, consistent, stand-out branding through your product packaging can benefit your ROI.

4. Establish Your Credibility

You can also use product packaging to communicate your credibility.

Consumers aren't going to pay for a high-end product right off the bat. If your packaging looks cheap, they'll think your product is cheap, too. Instead, you can use packaging to convey the value you can offer.

Focus on your product's unique value proposition. What are you providing customers that they can't find anywhere else? 

Focusing on your distinct value can increase the product's price point. 

Don't make promises you can't keep, though. If you're not honest and transparent, customers won't trust you. They'll take their business to someone else instead.

In fact, about 70% of complaints to the Advertising Standards Authority involve misleading advertising. As you create your product packaging, take care to avoid costly mistakes. The most common mistakes include:

• Exaggerating the capability or performance of a product
• Leaving the pricing unclear
• Omitting key pieces of information
• Leaving qualifications and exclusions unclear
• Not having the evidence needed to back up advertising claims
• Implying an unproven effect or benefit with the product name

Avoid these mistakes when developing your product packaging options.

Instead, think about how you're helping your customers. How are you making their lives easier?

Focusing on the value you can offer them will set your product apart on the shelf. It can help you build brand trust and loyalty, too. Remember, brand loyalty can help you retain customers.

You can generate repeat sales and start improving your ROI.

5. Differentiate Your Brand

Whether customers are in a store or shopping online, they skim through their options, looking for something that stands out. Your creative, eye-catching product packaging can help differentiate your brand. You'll have an easier time drawing in buyers if your product stands out.

Otherwise, an old, dull logo and stale brand personality might leave your product falling into the background.

Take the time to keep up with the latest packaging design trends. Keeping up with the latest trends will ensure you don't fall into the background. 

Instead, you can ensure your brand looks relevant. You can find different ways to catch the consumer's gaze.

A few design trends marketers are using in 2021 include:

• Authentic, vintage-inspired packaging
• Die-cuts and product reveals
• Repetitive patterns
• Patterns that play tricks on the eyes
• Illustrations that tell a story
• Solid, bold colours
• Ink drawings (including anatomical and technical drawings)
• Fine art
• Detailed maximalism
• Colour blocking
• Degradable cellulose packaging foil
• Eco-friendly designs
• Bold product names
• Perfect symmetry

You don't have to try to incorporate these design trends into your packaging materials alone. Instead, consider working with an experienced packaging company. They can help you determine which trends are relevant to your industry.

Then, you can ensure your packaging designs stand out on the shelves. 

Don't forget to consider the value you're offering customers. Focusing on your distinct value is another great way to stand out from the crowd. It could even give you a competitive advantage in the industry.

Gaining a competitive advantage through your packaging and marketing can help you attract more customers. 

6. Consider Practicality

You can also explore different product packaging options that offer consumers additional functionality and practicality. The packaging could become as valuable as the product inside.

For example, the packaging is responsible for protecting the product. You can ensure the product is in good shape before customers open the package. 

Packaging is used for storage, too. Your design can ensure the product is easy to stack, store, and ship. Otherwise, it could get damaged in transport.

You can work with your packaging company to ensure your packages look great and work great.

Stand Out on the Shelf: 6 Benefits of Effective Product Packaging

Don't let dull packaging impact your business. Instead, consider these six benefits of taking pride in your product packaging. Updating your current product packaging could give your business the boost it needs.

You can find new ways to stand out on the shelf and start attracting more buyers to your business.

Ready to give your packaging an upgrade? We have the flexible packing and label solutions you need. Discover our packaging services today to get started.