Packaging is a crucial driver of initial trial, perception of quality, and repurchase decisions.
Numerous studies have been conducted to determine the extrinsic versus intrinsic factors when consumers are making their purchase selection. One common theme appears across many of the studies: if a consumer likes the packaging they will be more likely to both purchase and enjoy the product. The key is to set appropriate quality and price point expectations, connect with your consumers’ lifestyles, and deliver against brand promises.
The three benefits of exceptional packaging:
With thousands of choices at the fingertips of consumers, choosing a spirit, wine, beer, or any other alcohol product is a daunting task. Exceptional packaging can be on of the keys to cutting through the noise and standing out from the crowd.
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 flavor profile and quality of my product?
- Does my packaging tell my brand story, its key attributes, and express my brand’s personality?
- Are my brand promise and packaging relevant in relation to my target consumer’s needs, beliefs, aspirations, and 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 toward setting your brand apart from the competition.
Simply being the loudest on shelf is no longer enough.
Consumers have become increasingly wary of overly simplistic marketing. Today, brands must consider how their brand fits within their consumer’s lifestyle and core beliefs and be relevant to, not only their aesthetic, but also to how, why, and where they will consume their product.
Packaging has the ability to communicate your brand’s core principles. Packaging also 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 more expensive than its price point in order to communicate a more premium position can be a real competitive advantage. Appearing more premium not only supports a quality promise, it can even make your brand look like a value when compared to your competition.
Simply designing your package to look more premium is still not enough. It’s important to 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, aspirations, and beliefs?
Start by exploring other products they purchase. Are there themes that run through their choices such as 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 product 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 palette of colors, and different textures of the food all have a significant impact on how we appreciate our dining experience.
I’ve personally run focus group testing where consumers have unknowingly taste tested the same product aligned with different packaging designs. The results are startling: consumers disliked the taste of a product if aligned with a design they did not like while conversely loving the taste of the exact same product when aligned with a package design that they found attractive.
One of the most difficult tasks any consumer faces is remembering the spirit, wine, beer, or hard cider 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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