Packaging is a crucial driver of initial trial, repurchase rate, and the overall enjoyment of your product.
Numerous studies have been conducted to determine the extrinsic factors versus intrinsic ones when consumers choose a bottle of wine. One common theme appears: if consumers like the packaging it will create taste expectations that they actually experience once they open the bottle. www.foodmag.com.au The key is to set expectations appropriately, create a brand that your consumers can relate to and avoid disappointment!
The three things exceptional packaging can do:
With the thousands of choices at the fingertips of consumers, choosing a product is daunting. Exceptional packaging can be key to cutting through the noise and standing out.
Key questions every brand owner should ask themselves:
- Does my packaging stand out next to my competitors and how can I differentiate my brand from the competition?
- What does my packaging say about the quality of my product?
- Does my packaging tell my brand story and express my brand’s personality?
- Is my brand promise and packaging relevant in relation to my target consumer’s
lifestyle? Will they believe?
Packaging that appeals to your target consumer by relating to their needs, aspirations and desired tastes will go a long way to setting you apart from the competition. No longer is simply being the loudest on shelf enough.
Consumers have become wary of overly simplistic marketing. Today, brands must consider how their brand fits within their consumer’s lifestyle and be relevant to not only their aesthetic, but also to how, why and where they will consume your product.
Packaging has the ability to communicate higher quality through design. In research testing, I have seen consumers report that a product packaged with the appropriate luxury cues actually tasted better than the same product packaged differently. For this reason it is crucial to consider what your packaging is saying about the quality of your product.
Designing your package to appear $10 more expensive than its SRP supports a more premium positioning and provides a value proposition.
Simply designing your package to look more premium is still not enough. Consider your target consumer’s lifestyle and how your brand will fit within their everyday lives.
- How do they live?
- What activities do they partake in?
- What are their interests and aspirations?
Start by exploring other products they purchase. Are there themes that run through their choices? —colors, styles, or positioning that attracts them? Leveraging these in your brand story and in your packaging can provide relevance.
Consumer’s perception of a wine is profoundly influenced by its package design, bottle shape and even the texture of the label or package.
Any experienced chef will tell you, the presentation of food on the plate, the melody of colors and different textures of the food all have a significant impact on how we appreciate our dining experience.
Similarly, research plays out that consumers’ perception of the taste of a product is influenced by its packaging. Consumers have been shown to dislike the taste of a wine if it comes from a design they do not like, and the exact same consumers love the same wine when it comes from a design that they do like.
According to the Academy of Wine Business Research, packaging that appeals to your target consumer also enhances their experience of the product during consumption, leading to increased enjoyment of the product. Wine and Taste: Wine labels have even been shown to affect how we taste food!
One of the most difficult tasks any consumer faces is remembering the wine, beer or spirit they tried and liked.
Memorable packaging reinforces brand name and enhances recall for future repurchase by leveraging strong visuals. Thus, getting the design and packaging of a brand right is not just an aesthetic exercise; it is also a commercial necessity.
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