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Home arrow Marketing Research News arrow Market Research Blogs arrow Multiple Studies Underline The Importance Of Product Packaging
Multiple Studies Underline The Importance Of Product Packaging PDF Print E-mail
Written by Anand Srinivasan   
22 Apr 2015

Packaging has long been regarded one of the most critical components of marketing along with product, price, place, promotion, positioning and people. Now various studies have shown why so. A study conducted by the University of Delaware has showed that even a seemingly innocuous element like color can have an immense impact on the product you buy. The study found that color made up 85% of the reason why someone decides to buy the product.

Each color conveys a meaning and consumers have been found to purchase a product where the coloring on the package was in sync with what the product stood for. For instance, green is associated with nature and elicited positive feelings like relaxation and calmness. On the other hand, 75% of the participants associated red with anger, passion and energy. Similarly while 69% of the participants associated black with evil or death, nearly 88% of them associated white with innocence, happiness and euphoria. Does it come as a surprise then that organic products come packaged in green or white boxes while Apple products that make you euphoric come in clean, white boxes?

While color and graphic design are important packaging factors from a saleability point of view, the cost of manufacturing the package boxes too plays an important role in the manufacturing process. A recently launched economic overview determined that a thousand pound bale of recycled rigid plastic can often net grocers as much as $100-$200 . For perspective, an average conventional supermarket generates around 150 pounds of rigid plastic container every week. This monetary incentive has pushed supermarkets to prefer products that come with recyclable rigid plastics.

According to Matt Ruggle, the Marketing Manager for a company that manufactures custom product boxes [for retail], vendors today also prefer to ship in recyclable boxes since it helps in positioning their company as green and thus helps build a brand image and customer loyalty.

The third factor besides color and material that impacts product packaging is the texture. A recent study conducted by the neuroscientists at the Brain House Institute found that products that have a velvety texture on the packaging was preferred by 70% more consumers compared to plain packaging. The soft texture of velvet was found to elicit 275% more emotional intensity and 247% more positive emotions compared to plain packaging and this was found to trigger buying behavior.

Product packaging plays an important role in the purchasing decision of the consumer. As a business owner, there are a few factors that you should take into account before deciding on a packaging format. This includes the packaging necessities (based on what you sell), the finances (how much it costs), perception (what message does the package convey), price point (does it look premium for a premium product?) and convenience (how easy is it for the consumer to handle it?). The right packaging should consider these factors along with the empirical studies conducted above to identify the right design and packaging that will help sell the product at top efficiency.
 
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