Posted by on Jul 14, 2017 in Business | 0 questions


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The packaging of products plays a critical role in the decisions that consumers make when deciding which products to buy. Packaging communicates a wide range of things, from how your product can improve a consumer’s life through to the values of your company. Most savvy business people will agree that the packaging is as important as the product itself when it comes to the success and growth of a business.

As packaging is so crucial to marketing and communication in any business it is critical that all business owners are thinking about how best to present their products. Read on for the most important reasons that packaging needs to be so effective and how to go about creating the best possible packaging for your products.


Your packaging is your first point of contact with your consumers. It is your chance to grab their attention and it is the easiest way that you can make sure that you stand out from your competition. As there are so many products vying for your consumers attention it is critical to be producing packaging that allows your product to jump out from the shelf and demand attention.

Marketing research has revealed that over one third of consumer decisions are based purely on the look of the products packaging, proving that packaging should never be an afterthought. In order for your brand to succeed your packaging needs to really stand out and look different from your competitors, so there is a huge amount of market research necessary to get this right. But this investment of time, in order to establish exactly how you can differentiate your product through your packaging, is one of the most important things that you can do.

Protection & Practicality

You need to ensure that when your products reaches your consumers that they are in perfect condition. Therefore your packaging not only needs to look great but it also need to be practical and functional. If your product contains any hazardous materials you need to look for specialist packaging solutions from a specialist such as, who deal specifically with the safe packaging of hazardous materials. Perhaps your product is fragile and needs suitable protection then your packaging will need to cater for that. Maybe your products contain liquid and therefore need airtight packaging to avoid leaks and spills, particularly whilst in transit.

Therefore you need to be thinking about the needs and specifications of your products and how your packaging will best protect your products to ensure they arrive in perfect condition and stay in perfect condition.

Don’t Underestimate Colours

The colours used in your packaging plays a crucial role when it comes to influencing your consumers and their purchasing decision. There is a proven psychology behind colour, when it comes to the different colour palettes used in packaging and how effective they are based on the product and the sector your product is in.

As the brain reacts differently to different colours brand owners must be choosing their packaging colours accordingly. Market research has been done into the different colours and the feelings that they stir in the consumer’s mind, so all brand owners should be spending time looking into this and understanding how it all works. White for examples conveys a feeling of purity and simplicity so brands wanting to convey a feeling of tranquility and elegance should be looking at white based colour palettes in order to stir the desired feeling in the consumer. Dark navy is considered professional and reliable so brands wanting to transmit values of professionalism and trustworthiness should be looking at how they can incorporate this kind of colour.

Key Marketing Tool

Your packaging is one of your most important marketing tools. When your product sits on the retail shelf it is left to your packaging to do effective and powerful in-store advertising. Well branded products are easy to recognise and recognisable brands build trust in the consumer.

Therefore making sure that your branding is strong on your packaging is essential in order to raise brand awareness and to ensure that consumers are remembering your product the next time they are browsing. So think about how effective your current branding is when promoting your product in-store and the ways that you can use your packaging in a more effective way to market your product. If you are unsure how best to go about this look for more information here at

Packaging, when done well, can be rolled across all marketing platforms, not just relied upon to work its magic in store. Stylish and effective packaging should be utilised in all major areas or marketing in order to keep driving home the originality and recognisability of your brand, in order to keep strengthening the way that consumers see your brand through powerful packaging.

Brand Recognition.

Last but by no means least, is brand recognition. One of the most important facets of your packaging is to create strong and powerful brand recognition. When you take time to think of one or two of your favourite brands, one of the first things that will probably come to mind will be their logo, their form and their colour. Basically their branded packaging. The combination of these elements are what makes a brand memorable and that is what all brand owners should be focused on. Making your brand memorable and instantly recognisable and ensuring the growth of your company.

Over the years brands have evolved and developed their logos and brands, but only one small tweak at a time. Doing a total brand re-haul is always a bad idea as you instantly lose that recognition that you have worked so hard to achieve. Therefore any changes to a brand need to be gradual and subtle so as not to isolate your existing consumers.

It is important to bear in mind, when looking at how to make your brand more memorable and recognisable, that yes, sometimes improvements are needed, but a radical change in direction, could do more damage than good. So always approach brand changes with caution, patience and always from the perspective of the consumer.