“Never judge a book by its cover.” It is a lot easier said than done. It is human nature to make quick judgments based on outwardly appearances. We are drawn to beautiful, creative things. That is why packaging is just as important as the product inside. Packaging is the vehicle for the product and the final step that can influence a consumer to make that impulse buy.
Packaging can be timeless. Take Coca-Cola for example. Its distinctive red label with white cursive script is instantly recognizable on grocery shelves. Recently, Coca-Cola put a new spin on its classic design by adding people’s names — Alex, Bob, Carol — to the label. The new packaging created buzz on social media and brought new attention to the brand; tons of people started posting pictures of Coke bottles with their names on it to their Facebook and Instagram accounts. Other brands with iconic packaging include Tiffany’s with their bright blue boxes and Campbell’s with their red and white soup cans.
Packaging can be functional. When Burger King released a new product called Chicken Fries, it designed the perfect box to go along with it. The box is intended for people on the go. It is the right size for a car cup holder, and it even has a spot for dipping sauce.
Kellogg’s realized that sometimes it is a hassle to find a bowl for your breakfast cereal, so it packaged some of its cereal in convenient plastic cups. Consumers can just tear the plastic tab off the top of the cup, pour milk into the bowl and enjoy.
Packaging can also be clever. Check out this oven-shaped gift box for cookies from Thelma’s Treats:
Charming and retro, this box is much more eye-catching than the typical bakery box. If you have attention-grabbing packaging, customers are sure to spot your brand at the store, on the street or on the Web. Packaging is effective advertising.
Never underestimate the power of packaging. Packaging — whether it is iconic, practical or innovative — gets your brand noticed, which in turn increases your customer base and grows your business!
Has a certain packaging ever caught your eye? How did it affect your chances of buying it?