Retail packaging for consumer goods is a critical part of your overall marketing campaign. Studies have determined that consumers’ buying decisions are heavily influenced by product packaging. Research has even dissected which aspects of the packaging has the greatest influence on buyers, including colors, images, innovation, and brand values.
Consider Your Overall Marketing Strategy
In order to make the most of your product packaging, it’s important to consider your overall marketing strategy and incorporate your messaging into your product package. Use your logo, brand colors, tagline, and consistent fonts as well as any images or messages that correspond to all of these.
For instance, if your brand is more fun and playful, consider using fun facts, trivia, or “did you know” type of elements in your packaging. If your brand is more elegant and upscale, think about simplifying the package with sleek colors and patterns that match your branding.
Trust and Professionalism
Excellent packaging using labels, sleeves, or cartons will make an impact on the buyer who may have dozens of options competing with your product on the shelves.
Modern, professional packaging conveys a level of trustworthiness in your brand. Consistency in colors and branding across substrates and across other advertising platforms where consumers may have seen your product such as print ads, Facebook ads, twitter posts, and your website communicates professionalism that buyers can trust.
Colors, Fonts and Graphics
The famous and early pioneer of abstract painting, Wassily Kandinsky, is credited with matching colors to moods with his Color Theory. His ideas are used widely in branding and marketing strategies to communicate the right tone for the product.
Yellow can be warm as in earth tones but also exciting as in loud brass instruments. Yellow is used in packaging to convey energy and positivity. Blue connotes peacefulness, calm, and focus. This can be very good for reinforcing trust and dependability for your brand. Red transmits strength, joy, and passion which can be used to make consumers feel excitement about your product.
In general, brighter colors are more playful while white or light colors are more clean and simple and black or dark colors are serious and powerful. Green is often associated with products that are environmentally friendly and brands that are natural and earth conscious.
In a world largely driven by online social sharing, your packaging efforts can provide ripple effects for your overall marketing. If the package is special enough and is an excellent showcase of your brand, it can inspire consumers to share photos of it on Instagram, Facebook, Twitter, and LinkedIn. These social shares are powerful testimonials for your brand and can harness the power of your loyal customers to build trust and word-of-mouth recommendations.
Where Do I Find Such Excellent Packaging?
Finding a printing and packaging company that you can trust with your brand is key to launching a successful product marketing campaign. Atlantic Packaging was established in 1946 and we are trusted by major consumer manufacturers with their retail packaging including labels, sleeves, cartons. We also handle equipment, materials, design and automation of full packaging lines including stretch wrapping, shrink packaging, flexible packaging and more.
Contact Atlantic today to find out how our people, our processes, our experience, and our expertise can help your product packaging align with your overall marketing efforts to give you an edge over the competition.
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Sources: Decisions, Decisions… How Does Product Packaging Affect What You Buy?, How Colour Communicates Meaning, Color Theory according to Wassily Kandinsky, The Science of Colors in Marketing