Product packaging and its impact on the brand image.

"The best advertising is created by satisfied customers" these words belong to Philip Kotler - honorary professor of International Marketing at the Kellogg School of Management at Northwestern University.

So how can you satisfy your customers so that they can advertise your company? The dynamic development of the market requires you to constantly change and search for new solutions, also in the case of product packaging. It is what mainly determines the customer's choice of your product and it allows you to make your product unique, which consumers will pay attention to.

Packaging - does it really matter in the consumer's decision-making process?

Research conducted by students of the University of Wrocław "The influence of packaging color and label on product perception - results of empirical research" shows that color and packaging significantly influence consumers. In a comparison of three different colors of Żywiec beer bottles, each of them aroused different feelings in the respondents, not always positive ones. This shows how important the external image is in the eyes of potential customers.

To illustrate the essence of this idea, here are some examples:

• Diet Coke and Coca-Cola Light

The world-famous soda brand Coca-Cola has changed its packaging from "Diet Coke" to "Coca-Cola Light", gaining new customers in countries that do not accept that a lower-calorie product qualifies as part of a diet.

• RxBar

This protein bar produced by Chicago Bar Co. gained its popularity by simplifying the old packaging and including the composition of the bar. This resulted in an increase in consumer favorability towards the brand and the credibility of the product.

• Tropicana

This is an example of change that shows that simplicity does not always work in the brand's favor. They decided to change their recognizable packaging element "oranges with a straw" to a glass filled with juice. The goal of this change was to create design in a more modernist way. Unfortunately, this was not positively received by the public, which cost them over $50 million.

Research is the key to success

Your company is also growing, so it's worth conducting research on your products to assess their profitability. Many companies forget about this and end up withdrawing the product. Here are the types of research methods you can use to start a dialogue with consumers:

• Oculography - a method of measuring eye movements. It gained its popularity in the West. It allows using a camera to obtain information about the packaging elements perceived by the examined people.
• Surveys - The most popular method of obtaining data. Make sure that the questions are structured correctly and simply to interest the consumer and make him feel that he has an influence on changes.
• Experiment - The most expensive and risky research method that requires you to decide on the next steps based on the response you get from the previous product variant. However, it is very effective and presents your brand in the light of constant development and striving for perfection.

Learn the 6 golden rules of product packaging design

Packaging is an element of your brand identification, so what should you pay attention to so that it catches the eye of consumers and meets with positive reception? Brands around the world reach customers through interesting colors, graphics and shapes of their packaging. Learn the 6 golden rules that will help you design them:

• 1. Packaging reflects the character of your brand.

Your goal should be to create product packaging that will take care of the image of your brand and make it associated with it.

• 2. Create packaging that will appeal to the group of customers to whom the product is intended.

Imagine that your product is a face cream, you want wealthy customers to buy it, so you create luxurious packaging with gold elements and an elegant font. This means that you caught the attention of the potential audience you wanted through the appearance of your packaging, which pushes the product composition similar to the competition into the background.

• 3. Make sure that the packaging is adapted to the conditions in which it will be located.

Consider where your product can be stored, e.g. if it is yogurt, make sure its packaging is adapted to the conditions in the refrigerator.

• 4. Your packaging should stand out from other similar products.

There are many similar products on the market, which can only be distinguished by their original packaging.

• 5. The ergonomics of your packaging should favor the consumer.

Your product will lose a lot if its shape means that it does not fit comfortably in your hand. Therefore, it is worth spending time on adapting the form of packaging so that it promotes positive consumer feelings also in physiological aspects.

• 6. Eco solutions.

Our planet is struggling with a serious problem of environmental pollution, so it is worth ensuring that packaging is biodegradable. Use this to your brand's advantage, like an American coffee shop that places seeds of various plants to grow at home inside the bottom of its paper cups. For companies that allow their customers to purchase products online, in addition to the product packaging, the external appearance of the shipment is also important.

Thanks to Allbag, you can take care of this important aspect. We have been producing mail order items for many years. Let us surprise you and visit our website.