"With good packaging, we don't just wrap the product, we wrap the customer too!" - * Werner Mitch
Imagine receiving a perfume as a gift that came without a box. Or a bouquet that was tied with duct tape instead of colored ribbon. How would you react?
... He doesn't appreciate me enough ... He was careless in choosing a gift ... I'm less important to him ... I wonder what his opinion of me is ... He's stingy ...
At least one of these thoughts will cross your mind.
If all bouquets are eventually opened and placed in water, and the perfume bids farewell to its packaging within minutes of being given, why do we have such thoughts?
The thing is, packaging has long since moved beyond its primary function of protecting, transporting, and communicating product information. It has taken on a more image-driven function and is one of the best ways to demonstrate competitive advantage.
Packaging, no matter how simple and inexpensive, adds value to the product, because its price is included in the cost of the product. However, the more creative, individual, original, solid, and trendy the packaging is, the more it increases the value of the product, both literally and figuratively, and the consumer is willing to pay more, thereby making their loved one feel valuable and increasing their own self-esteem.
1. Solid packaging
In many cases, the packaging can even be perceived as a separate souvenir, and with one purchase, we become the owner of two items, which offers us as consumers an additional benefit and thus makes it easier for us to purchase the product.
2. Packaging as a souvenir
In the wide range of offers, many good products from lesser-known companies have difficulty attracting the attention of consumers. The more creatively and originally the packaging is designed, the more it catches the eye of the consumer. Accordingly, it also carries an advertising function. For example, the now well-known and successful Georgian company ALTER SOCKS, along with everything else, distinguishes itself from its competitors with its original packaging. Many other companies also use the same method.
3. Original packaging
Fun packaging evokes a lasting positive emotion in the consumer and encourages them to purchase the product again to repeat this emotion.
4. Fun packaging
Many packages tell us a story and make us part of this story ( Storytelling ). The packaging of chocolate TOBLERONE has a triangular shape not only for easy transportation and practical use. In this form, it is associated with the Matterhorn mountain, which is also a symbol of Switzerland and awakens patriotic motives in the consumer. “Irinola honey” is poured into a historical clay pot with a 5,500-year-old design. This revives the ancient history of honey production in Georgia and arouses interest.
5. Packaging with storytelling elements
6. Emotional packaging
Packaging often prepares us for adventures full of surprises, fills us with curiosity and captivates us with an impatient desire to guess the product wrapped in it. The company “Chirifruti” promises its customers these many little adventures with the fabulous packaging of its nugbari.
The consumer's relationship with the manufacturer occurs through the product, and this is a whole cycle of accumulating experience, in which packaging plays an important role. It often establishes the first communication with the consumer and is also responsible for making the first impression. Therefore, pay attention to the packaging of your product. Try to make it as emotional as possible. Remember, the consumer buys not the product, but the emotion.
If you want to better engage your product and your customers, visit us at the seminar "Branding, Sales, and Consumer Psychology"!
* Werner Mitch – German author of aphorisms and quotes
