Package design and its effects on sales are important to any business considering packaging as a strategic marketing tool. Packaging affects consumer perceptions of quality, price, and convenience. Consumers have a tendency to pay more for products that look better or are easier to use. The effects of packaging may include increased demand, higher prices, or new uses for previously owned items. Does packaging affect sales? Let’s look at some possible answers.
A simple change in the appearance of a product can alter its perceived quality. For instance, a red bottle may be perceived as more tasty and appealing than a blue bottle. The effect is the same for color and shape, with the only difference being the color of the bottle. Red may also cause consumers to remember a brand more easily. Changing the shape of the product can also make a noticeable difference in the recall of the product by consumers.
How a product is packaged can also alter the effects on sales. Packaging that appeals to consumers’ senses is more likely to result in an impulse purchase or a higher price. Packaging that looks attractive but does not convey a message to the consumer is less effective. A package that is full of words and data, with no real meaning, is not likely to make a big impression.
A package’s size and shape will affect how it is seen by consumers. A two-piece product that is too large may not seem that attractive to buyers. Conversely, a package that is too small may not be noticeable at all. However, this effect is not the whole story. The size and shape of the packaging itself may have a larger impact on the final sale price of a product.
A product’s overall appearance can also have an impact on purchasing decisions. A neat package with a product’s logo on the front and simple text on the back may be seen as more appealing by some consumers. The effect is often called theaters effect, after the company that manufactures toilet paper. When the package first hits the shelf, consumers may see only the toilet paper. Over time, as they are shown other toilet paper products, the effect may become stronger.
The effect that packaging has on sales may not be what you expected. Consumers are complex creatures. While a package’s look and feel may not be the only factor that shapes their decision, it may be a part of something bigger.