How Does Product Packaging Influence Your Marketing Plan?

Packaging is just as important as branding when it comes to product satisfaction. According to a 2015 survey of more than 2,000 U.S. citizens, packaging matters. Have you ever wondered if product packaging can be a gimmick to ensure sales on the sales floor? According to the study, 70 percent of consumers learn about a brand through its packaging, 66 percent try something new, and 59 percent make a purchase decision after comparing the packaging of competing products. Read this article to learn more about the importance of packaging in your marketing plan.

Brand Awareness

The most crucial role of packaging is publicity. Packaging is the first point of contact a company has with the public, and it communicates the brand’s personality, quality, and reputation. A trusted and recognized brand will always trump an unknown brand, and the key is to achieve that level. The long-term goal is to make the product instantly recognizable to customers.

Quality over product

No matter how good the product is, customers will think it’s cheap if the packaging is cheap. Under-budgeting packaging is a common mistake for new businesses, but if you invest even a fraction in the look and quality of your packaging, you will reap the benefits. Custom rigid box packaging is often used to display products in retail stores. Thanks to the international printing on the rigid box, the packaging can display not only the product being sold but also the company logo and the exterior design of the box. The interior design can also include luxurious paddings, such as cushions or silk, or reflective materials to enhance the product’s appeal. Attractive display elements help create an emotional bond between the customer and the product.

Stand out from your competitors.

You are one of the thousands of companies trying to attract public attention. So, how can you get noticed? Many startups try to imitate well-known brands and ride the chariot of their success, but that’s the worst thing you can do. If you imitate your competitors, no one will remember your name, only theirs. Packaging should be unique and eye-catching, not a cheap imitation of a well-known product. Even if two products are virtually identical, attractive design and functional original packaging will attract customers and thus increase sales.

Point of Sale

An excellent retail product is only as good as its packaging and printing. Choosing the correct type of packaging can seem daunting, but custom rigid box packaging is always the best choice. The first thing to consider when understanding the importance of packaging is the point of purchase. It often happens at the end of the sale, when numerous competitors have to compete for your attention.

Therefore, a key differentiator is sturdy and practical packaging with the right colors and appropriate visual cues for the type of product and target group. In some cases, it is more valuable than a significant investment in advertising because it captures the customer’s attention and closes the sale at the moment of purchase.


If your packaging stands out from your competitors, it’s more likely to create a desire to buy. In doing so, your brand has a strong potential to attract more customers and build loyalty. In some cases, packaging can create an emotional connection with consumers. You may find that some people keep a product’s packaging because it reminds them of something they enjoyed. If consumers like everything about a product, they are more likely to recognize the brand on the packaging when they purchase through e-commerce and recommend it to their friends and family.

The importance of eye-catching packaging

What better example could there be of how we judge most of what we consume every day by our eyes? Let’s say you’re in a restaurant and the presentation of the food doesn’t match what it says on the menu. Therefore, even if the food is a pleasant surprise, the first impression may not be positive. When idealizing product labels and packaging, it’s necessary to look for an artistic design with practicality and safety, consistency with brand values, and, last but not least, aesthetics.

After all, if you search your memory, you will find many examples where products had to be repositioned to increase sales. Products in the cosmetics and beauty industry are a good example. Few people would blindly trust a product whose labels and packaging have not been thoroughly researched. It is especially true if the field is one where beauty is essential. No matter how good the chemical formula is, brand positioning becomes more difficult if design and function are not combined effectively.

What is the relationship between packaging, innovation, and convenience?

Globally, Brazilians are among the largest consumers of packaging in the world, and they transfer billions of dollars through packaging design. It underscores the importance of packaging in a market where consumers and their attributes are the focus.

Companies, packaging design professionals, and product packaging agencies know that competitive analysis is essential. By understanding how companies in the same industry design their packaging, they can better understand the characteristics and preferences of specific target groups and identify upcoming packaging, trends, and innovations.

In companies, adapting to new consumer behaviors is essential to differentiate from competitors and remain competitive in the marketplace. The search for innovation in packaging is an ongoing challenge. Therefore, it makes sense to structure the process of developing new packaging to keep up with market trends and remain at the forefront of technology in this area.


The most fundamental role of a package is to protect the product it contains. It facilitates delivery and transportation and ensures a reasonable shelf life. Secondly, and equally important, packaging must create the right impression. Indeed, the importance of packaging in the marketing of products cannot be overstated. It performs various functions and plays an essential role in brand identity, brand awareness, and customer loyalty.

Erika Tinkle

I am a professional guest blogger who publishes paid content on my site on topics like business, home decor, technology, and more.

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