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Packaging is most often thought of as the bag, box, or jar seen on the shelf at a store, but packaging extends further. In packaging, every layer must compliment the others for the packaging design to be effective. The product packaging, what most people see in stores or online images, is highly important as that’s what most purchase decisions are influenced upon. In fact, 7 out of 10 consumers agree that the design of the product packaging influences their purchasing decision. Because of this, there is a lot of focus on this aspect of packaging, but the inner and outer packaging must be considered too. The inner packaging is what holds the product in place, such as tissue paper, packing peanuts, or a sealed bag. The outer packaging is the box that protects the box during shipping, such as the Amazon’s ubiquitous smile logo, or the shopping bag from a brick and mortar store. These three layers of packaging are typically perceived as a cost, but those in the packaging industry know that it is a valuable opportunity.
The first interaction that consumers have with a physical product is the packaging, so packaging design must be integrated into the overall branding strategy of a company. The design of a product’s package can reveal the quality, brand, and story of a company, setting companies apart from one another. The level of difficulty to open, label readability, excess packaging, quality of materials, and message must be strategic when designing packaging, otherwise, a consumer may choose another brand. For example, 50 percent of shoppers will recommend a product if it came in gift-like or branded packaging, while 61 percent of consumers are much more likely to repeat the purchase of a luxury product if it came in premium packaging.
Unboxing videos are becoming more popular every day, prompting companies to be more innovative in their packaging designs. Today, 35 percent of consumers view unboxing videos which convince 55 percent of those consumers to ultimately purchase the product. Unboxing videos span from cosmetics and clothing to toys and technology; even videos showing the opening of Disney-themed Kinder Eggs has attracted more than 35 million views. These unboxing videos all create a unique experience for viewers, broadening a company’s awareness and allowing consumers to feel more confident in their purchasing decisions.
Looking to boost your brand engagement and create the best unboxing experience for your customers? Contact our packaging team today. From concept design to prototype testing, we will make sure your packaging is both visually appealing and functional. We specialize in customizing the best packaging for your company. Whether that be reducing costs and waste or making your packaging stand out from competitors, we are here to help in the packaging design process.