Often, it can be easy to fixate on a product’s value, quality, and benefits to the consumer. But at the end of the day, even if you have the most world-changing product, the world will never know about it if it doesn’t catch consumer attention.
When a consumer is searching online or strolling through the aisles of a store, packaging is the first encounter they have with your brand, which makes clear, memorable messaging and visuals necessary to maintain a competitive edge and drive consumer interest. Packaging goes beyond aesthetics to affect consumer perception, operational efficiency, and bottom-line revenue.
This article leads you through how packaging drives consumer interest, turns consumers into brand loyalists, and leads to revenue growth.
Stand Out Through Visuals, Brand Values, and Personality
The human brain processes images in milliseconds, meaning shoppers spend very little time browsing a shelf until they find packaging with the size, shape, texture, or artwork that intrigues them. Unique and innovative packaging designs drive consumer interest and are the first step in creating a competitive advantage that helps your brand stand out from the competition.
Shelf appeal refers to certain features that make your brand stand out on crowded shelves or in digital marketplaces, including attractive aesthetic elements such as colors, shapes, and graphics. These features can tell a story about the feeling you want consumers to experience. Do you want them to feel excited when they see your packaging? Choose big, bright colors. Do you want them to feel relaxed? Choose a more subtle color palette.
Once consumers are intrigued by the visuals of the packaging, they will look for brand values and even personality in the messaging:
- Brand values are the core beliefs and principles a company stands for and uses to find consumers that align with those same values.
- Brand personality is the tone and characteristics used to portray the brand.
Brand values and personality can encourage consumers to choose one brand over other brands whose values and personalities they don’t align with. In some cases, values and personality can be more important than product features.
Combined with a pleasing aesthetic, values and personality can establish brand loyalty and create a consistent stream of revenue through frequent purchasers.
Leverage Sustainability to Increase Brand Loyalty
Due to the growing demand for more eco-friendly products and packaging, some innovative liquid packaging companies prioritize sustainability. Made with less plastic and simplified sources, these packaging solutions reduce environmental impact while appealing to eco-conscious consumers.
Sustainability can help boost profitability through:
- Regulatory compliance: Staying ahead of upcoming packaging mandates can help avoid penalties.
- Cost benefits of sustainable materials: Long-term savings can come from material reduction and recyclability.
- Consumer preference: Environmentally responsible packaging can attract more consumers.
Emphasize Ease of Use and Convenience
The consumer experience of your packaging encompasses many different features. Consumers desire packaging that is easy to open, dispense, and store, as well as ergonomic packaging that comes in different shapes. Consumers also seek spill-resistant and durable designs that minimize product loss and have portion-controlled features.
You should also consider the accessibility of your packaging. Ensure your product is easy for seniors, children, and people with disabilities to use. Doing so benefits all consumers—not just those from these demographics.
Gain Operational Efficiency with AeroFlexx’s Liquid Packaging Design
Today’s competitive market requires packaging to be more than just a container. It’s how your brand communicates its identity, establishes brand loyalty, and drives revenue.
In addition to accelerating sustainability goals, AeroFlexx can also help drive growth and overall profitability through significant supply chain savings. By adopting the AeroFlexx Pak, customers can unlock unrealized value through several benefits:
- Transportation costs and footprint are reduced by shipping flat Paks, which take up less than 10 percent of the space of empty rigid bottles and eliminate the need for cap and label supply chains.
- Warehouse requirements and inventory costs are lowered because AeroFlexx Paks replace pre-formed empty bottles, caps, and labels.
- ISTA-6 Amazon Approval allows for shipping liquids via e-commerce, reducing costs due to damages, returns, and labor.
- Omni-Channel Ready Paks are ready for all sales channels as soon as they are filled, eliminating the need for SKU proliferation.
Explore more about how thoughtful design can maximize revenue by downloading our e-book, The Psychology of Packaging.
