6 Important Reasons for Packaging in Marketing


With many companies making the same items, there is a lot of competition out there. This means that for your product to stand out, it needs great packaging. Having the right product packaging can do wonders for building your brand and increasing your sales.



It’s important to remember that your product packaging communicates many things about your brand to potential customers, including company values. For this reason, it’s essential that you develop packaging that speaks to how you want your brand to be perceived.

We’ll fill you in with six reasons for packaging in marketing and why it is an essential element of your marketing strategy:

Reason #1: Differentiates Your Brand

One of the main reasons for packaging in marketing is that it differentiates your brand to others. As we mentioned, there is tons of competition out there for different brands. You want your product packaging to stand out from the crowd and tell a story about who you are. Some studies have found that one-third of consumers make decisions on what brand to buy simply by looking at the packaging!

Set your brand up for success by making sure your product packaging stands out from everyone else. Packaging printing that is visually interesting makes consumers want to pick up the product. Subsequently, they will learn more about your product and company.

Reason #2: Provides In-Store Advertising

Once your product is branded, it will start to become easily recognizable to customers. For example, by placing your company’s logo in a prominent spot, customers will remember your product the next time they are in-store and will be more likely to gravitate toward it.

Every single space on your packaging is important to consider. You don’t want to overwhelm the customer, but at the same time, you want there to be enough information to grab the customer’s attention.

Reason #3: Sways Consumer Purchase Habits

Packaging can sway consumer purchase habits. For example, since humans respond to colour in different ways, using various colours can help attract customers to your product. For example, navy blue packaging is considered more professional, whereas light blue packaging gives off a more playful vibe.

Consider researching what the various colours mean and pick one (or a few) that really speak to your brand and create the message you’re trying to get across. It’s also important to consider which colours may appeal to your target demographic the most and consider using those colours.

Reason #4: Reflects Your Values

Your product packaging speaks volumes in communicating things that are important to your business. It also goes a long way in communicating your values to customers as well as potential customers.

For example, is sustainability and the environment something that you and your brand are committed to? If so, opt for eco-friendly packaging choices, such as recycled cardboard. Then, communicate that your packaging is environmentally friendly by writing it on the packaging. Consumers that care a lot about the environment will be more likely to gravitate toward your products if you can show them that your brand is committed to using only green packaging.

Also, you want your packaging to come across as high quality and have a professional look to it. If the packaging is flimsy and doesn’t hold up well or doesn’t look attractive, you risk consumers thinking that your product is cheap and low quality too. It’s best to invest your money in proper packaging since, in this case, looks really are everything.

Reason #5: Fosters Brand Recognition

When your brand is memorable and provides a consistent look, customers will come to know it and trust in your time honoured branding. This is why it’s so important to pick a look and stick with it. Come up with a logo that you love that will stand the test of time as well as packaging that conveys the right information (and the right amount of information).

Just think about your favourite brands. Chances are they have a certain look which they’ve stuck to over time. Consumers often don’t like when brands change their look so be sure to come up with the right design from the get-go.

Reason #6: Informs Your Customers

You don’t want customers left questioning what your product is really about. Chances are if there is any confusion, they will just opt to buy from your competitor instead. Avoid this by providing the right information as well as the proper amount of information on your product packaging.

For example, if the product you’re selling is made from 100% recycled materials, be sure to communicate this. If there are special things people need to do to assemble your product, let them know how easy the process is on your packaging. You want to make your product packaging as enticing as possible for potential customers.

There are so many reasons why product packaging is so important for marketing purposes. These six points are just the beginning. We encourage you to do more research to see even more reasons why this is so important!


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