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Why is packaging research important?

By 20 April 2022February 22nd, 2023Blog, Insights

For any product, the packaging is the first point of contact with the customer. This can be the point at which brand perception is established and a first impression created that could flourish into a long-term ongoing relationship. It’s also a very effective way to differentiate two similar products from one another and establish a competitive advantage. Getting the packaging right for your products is vital – and packaging research has a big role to play in that.

The link between packaging and purchasing is well established

You don’t have to look far to find a study to back up the idea that packaging is hugely influential when it comes to consumer purchasing decisions. 73% of customers in one recent study said that packaging design was a factor relied on significantly in terms of making buying choices. However, packaging also has a number of other crucial functions to fulfill when it comes to your product, including:

  • Delivering information. This covers both the vital data that your packaging may need to display for compliance purposes and also the information that you can offer to show how distinctive what you’re providing really is.
  • Functionality. Product packaging can be essential to ensuring that your items arrive with the consumer in good condition, that they are safe and haven’t been damaged or compromised in transit. It can also help to prolong shelf life and provide protection against poor handling.
  • Using materials to convey values etc. The material choices for product packaging can say a lot about a brand and its values, from the use of sustainable packaging to luxury and high end material choices.

What factors are important when it comes to packaging research?

There are a number of key elements to consider when it comes to packaging research. These are some of the details that are crucial to customers and which can give your products a competitive edge.

  • Packaging style and design. Packaging needs to perform on the shelf and this is where the style and design that you opt for will make a big difference. What is most likely to appeal to your customers, what packaging will they feel proud to pick up and be associated with and what will make your products so unique they are easily identifiable?
  • Quality of materials used. Your packaging also needs to perform at home and this is often where quality is key. What factors do you need to consider to ensure packaging is safe, leakproof, easy to use and easy to dispose of when the customer has finished with it?
  • Colour choices. Colour is a primary tool in marketing psychology and can be a simple way to attract more customers. What colours are going to appeal to your audience and convey the right messaging?
  • Customer-friendliness. Everything from shape to weight, logo design and branding, how easy it is to get into the product and how simple the packaging feels will have an influence here.

Robust packaging research is a vital part of ensuring that your products have the broadest possible reach.