How to Use Packaging as a Marketing Tool 6 Ways to Increase Customer Engagement

Before consumers even see your product, they are first attracted by the packaging. The material of the packaging box can provide a pleasant tactile experience, while the colors, fonts, and logo can capture their visual attention.

The target market’s first impression of the packaging will greatly influence their purchasing decision. Customers may pick up your product from the shelf to examine it closely, or they may read more information on your website. Of course, they might also skip your product and choose another one instead.

In an increasingly interactive world, the marketing role of packaging cannot be overlooked.  However, the physical experience remains important; eye-catching physical packaging is more effective than digital communication in enhancing brand awareness and memorability.

What matters is not what they are looking at, but what they see

In packaging design, planning must be guided by the ultimate goal. For brands, this means balancing two main objectives: product safety and customer appeal. The packaging must protect the product, ensuring its safe delivery to the customer.  At the same time, the packaging should make consumers feel satisfied with the purchased product and the brand.

What factors influence consumer perception

We have to admit that people are very easily influenced by first impressions when shopping. This bias is particularly evident in shopping and product packaging. Consumers tend to choose products based on their appearance. The following factors can influence their perception of your brand:

Color

Color can evoke a wide range of emotions, and studies show that most consumers choose products based on color. Therefore, understanding color psychology and the messages that colors convey is crucial for the use of color in packaging design. The colors you choose should be consistent with your brand and personality.

Although culture and life experiences influence people’s color preferences, graphic designers and marketers still refer to icons like the one above for inspiration when designing brand packaging, as do packaging designers.

Shape and size

Factors such as the size and shape of the packaging may depend on the preferences of the target market. For example, children have different perceptions of product size and shape than adults. Adults may prefer products that are easy to carry and lightweight, while larger and uniquely shaped packaging is more likely to appeal to younger consumers.

Texture

While product packaging should be visually appealing, it will ultimately be touched by consumers. Smooth packaging can give a product a high-end look and feel. However, environmentally conscious consumers may prefer kraft paperboard or pulp-based packaging, which may have a rougher texture and a simpler design, but is more eco-friendly.

Layout, fonts and graphics

Well-designed packaging boxes typically feature clear and eye-catching logos and images, as well as easy-to-read product names, descriptions, and instructions, allowing consumers to easily access all the necessary information.

Packaging can reveal the brand information that consumers want to know

1. The form and nature of your product

The state of the product determines which packaging materials you need to use.  Besides size and weight, you also need to consider how to prevent leakage and chemical reactions caused by temperature, humidity, and the packaging material itself.

2. Protection needs to be provided at every stage of the sales cycle

Your packaging must ensure that the product remains undamaged throughout the entire process, from transportation from the warehouse to the distribution center and finally to the retailer or customer.

3. The end users of the product and how they are expected to interact with the product

Customers may have their own unique preferences, but convenience is universally applicable to all people.

4. Presentation

Your packaging must make your product stand out from similar products.  Furthermore, it should include some elements of surprise, especially by providing a better unboxing experience than consumers expect.

5. The belief in sustainable development

Research the target market’s perceptions of packaging sustainability, as well as the relevant laws and regulations in the regions where the products are sold.

How to use packaging as a marketing tool

Nowadays, packaging has become a crucial element in brand recognition and promotional activities. Here are six ways to optimize packaging and make it an effective tool for product promotion.

1. Using custom packaging for your brand

You can use packaging to strengthen your brand image, as packaging is the element that interacts with consumers the most, besides the product itself. Your packaging can include the following elements, depending on your brand style:

Brand name

Sometimes the connection between a brand and a product is so strong that the brand name becomes synonymous with the product itself.

Logo and graphics

Your logo is your visual trademark and must be able to represent your brand name, perhaps even more memorably than the brand name itself.

Color

Typically, your packaging should use your brand colors, which should be determined after analyzing your target audience and competitors. Some designers recommend using a maximum of three colors to maximize brand memorability.

Slogan

Brand slogans are concise and memorable phrases that represent the brand’s personality.  They are designed to function as mini-mission statements.

Typography

The font you use should clearly convey product information and be easy to read. The font’s appearance must also match the style of your other brand elements.

Images

Image elements must be clear and visually appealing enough to captivate the target audience. They should also reflect your brand’s philosophy and values, while avoiding the use of controversial elements.

2. Conduct thorough research on similar brands and strive for uniqueness

Do the product packages on the shelves all look pretty much the same?  Therefore, your brand must have unique elements to stand out from the numerous competing products.

3. Making packaging a marketing tool

Although packaging itself can serve to promote a product, its effect is even more significant when combined with other marketing methods. You can integrate packaging into your advertising campaigns.

4. Achieve personalization through promotional elements

You can add a personal touch by including extra items inside the packaging, such as thank-you cards, samples, or discount coupons.

5. List all the ways customers can contact you

You can add social media information to your packaging or labels to encourage customers to interact with you online, provide feedback, and ask questions. You can also invite customers to leave reviews.  Additionally, you can include your hashtags to encourage customers to search for them online and increase engagement.

6. Offering themed or limited edition packaging

Holidays, anniversaries, or member birthdays all present opportunities to launch different packaging versions. Themed packaging can instantly enhance the product’s appeal.  At the same time, limited edition packaging can attract consumers and make them feel a sense of exclusivity.