Consumers don’t pay attention to packages when purchasing an item, or do they? Entrepreneurs, when creating a new product, often focus little of their attention on the product packaging, and doing so hurts them in the short and long run. Product packaging influences consumer behavior in a variety of ways, and every entrepreneur must recognize this. The package shares information about the company producing the product, tells the customer how the product can improve their lives and what the company feels is of importance. Some experts state the packaging remains as important as the item contained inside because it serves as a communication and marketing tool for the organization. Companies like Zenpack are well aware of this, which is why they work to empower clients to get the packaging they need to establish their brand presence and increase distribution. Why is product packaging so important?

Brand Differentiation

Consumers, when they enter a store or browse for products online. Encounter thousands of items in a short period. They see the item they are looking for and several others alongside it that the consumer may wish to purchase. The Paper Worker reports consumers base a third of their decision on which product to buy on the product packaging alone. The packaging must stand out and be distinct from the other options available. Captain Morgan, the famous liquor brand, understands this. Their Cannon Blast product comes in a bottle shaped like a cannonball. Consumers remember this, even if they don’t drink, after coming across the product in a store. The eye-catching shape lingers in their mind because it is unique, and it provides information on what the consumer will find inside the bottle.

A product’s package may include colorful graphics to catch the eye of a person passing by. Some companies choose to bundle products together to boost visibility, and others share a unique message on the package. Interactive packages, however, might be the wave of the future, carrying wireless and digital technology to allow the package to engage with a potential buyer. However, product packaging must be consistent for the best results, which is why many companies today rely on printing and packaging machinery from SBL Machinery (

Purchase Habits

The color of product packaging influences a consumer’s buying decision. The human brain reacts to different colors in distinct ways, and companies must take this into consideration when creating a package design. White packaging suggests the product inside is simple, safe, and, pure. Think of the Ivory Soap package used, and you’ll see why the manufacturer chose white for the product packaging. In addition, consumers look at a colorful product package and assume the product inside isn’t very sophisticated as they don’t see the packaging as sophisticated.

Blue, on the other hand, conveys many messages. Consumers consider light blue to be playful and navy blue as professional. Blue remains the most popular color, but this doesn’t mean a company should include it in their product packaging. Companies must research the target audience and what they look before selecting a color scheme for their packaging. Other colors may be a better choice when companies factor this information into the equation.

Marketing a Brand with Product Packaging

Product packaging often serves as a useful marketing tool for in-store advertising. Consumers readily recognize a branded product which explains why many companies place their logo front and center on their packages. In addition, having the logo visible on product packages ensures consumers remember and recognize the brand when they shop at a later date.

First impressions play a large role in whether a consumer purchases a product or avoids it forever. They view the package and make a judgment about the company and its offerings. As a result, product packaging serves as a great marketing tool for any product and brand. The package protects the item contained inside and shares information with consumers regarding the product itself. Packaging makes it convenient to transport the goods, but it also keeps the item inside safe from tampering, of concern to consumers with countless products sold today. If a package fails to suggest to consumers that the item is safe and secure inside, they may look elsewhere for the item. Make certain the product packaging meets these requirements and customers will trust the product and the brand more.

Increased Brand Recognition

The right packaging increases brand recognition. Consumers have favorite brands that are memorable, and any change to the packaging often results in disappointment on the part of the public. Coke, for example, changed their package slightly over the years. However, the company kept the original look mostly, as consumers already shared the information that they were satisfied with this package in its current state. A major change to a product’s package often leads to a backlash from consumers who aren’t happy with the company’s decision to make the alterations.

A brand conveys either a positive or negative message about the product. It indicates the company or service to a consumer, which brings to mind prior advertising, promotion, and what they know about the company reputation. All elements must work together to trigger something in the consumer’s mind and stimulate them to make a purchase. The product packaging takes on these tasks, as it is what the customer sees rather than the product contained inside. Choose product packaging carefully to boost brand recognition and benefit the company as a whole. When a customer trusts a brand, this increases the likelihood the consumer will buy new products from this brand when they become available.

Business owners must recognize that product development only serves as part of the equation in attracting customers. While they want the hottest, newest item, if they don’t like or trust the packaging they may choose to wait until a competitor offers a similar product before making a purchase. Companies don’t want this, as they have spent a great deal of money developing this new product. They must ensure the package conveys the right message to consumers at all levels, from the colors used to the message shared. When a company succeeds in this goal, the product is more likely to fly off the shelves, leaving the company scrambling to keep up with customer demand. Who doesn’t love that?