Securing First Impressions: The Significance of Product Packaging

Getting a second chance to make a first impression is rare, and ultimately, whether we’re talking about people or products, “do-overs” or “re-dos” seldom exist. A consumer’s first interaction with your brand and product are critical moments. How do you ensure that you’re communicating everything your customers need in order to make the final decision to buy your product? Essentially these timely decisions come down to one thing – the packaging. Are there secrets to discovering what consumers want? What are the basic building blocks of product packaging? How likely are consumers to use packaging as their final purchasing decision?

June 15, 2021

A Unique Necessity

While some would argue “it’s what’s on the inside that truly counts,” that may not always be true. The packaging of products is an essential piece of business that just so happens to play many different roles. As consumers, our purchasing habits are defined by our values and what we consider to be essential to us in our lives. Whether it’s the simplicity of a glass jar or design on a kraft paper box, packaging must not only stand out from its competitors but provide the consumer with everything they need to decide to buy your product.

The Functionalities of Packaging

Providing Product Protection

Of course, catching the consumer’s eye is critical; even more so is the protection the packaging provides your product. Your kraft paper tube may be colorful and exquisitely designed; however, if the product within becomes damaged during transit – how effective was your packaging, and how happy is your consumer with your brand? Ultimately, at the primary level, the most important part of the packaging is the purpose it serves to protect your product within.

Your product has an immense journey ahead of it once it begins its transport to consumers. Heat, humidity, or exposure to light? Albeit, in order to remain intact through the logistics chain, your product may endure a number of external factors before it gets to its final destination. Preparing your product for its big adventure may seem secondary; however, if it is the difference between arriving fully intact and ready for consumer use versus enduring a variety of environmental factors and ruining your product, it may be worth the investment.

When packaging becomes a priority, you’re ensuring shelf life for your product and an ability to withstand product protection against the damage of goods. Companies that compromise packaging for their products may be investing more money than anticipated into the protection of their product, but it’s less money that’s spent in replacing damaged goods. Be that as it may, let’s be honest, what good does it do your consumer if your product is unusable because it’s packaging wasn’t reliable.

Ensuring Healthy and Safe Consumer Decisions

Not only does intelligent packaging offer the safety of your product, but also your consumer. Packaging offers an opportunity for companies to share important information regarding their product, such as ingredients, significant dates, and possible warnings for consumers to ensure the best use of their product and how to use a product safely. Displaying possible allergic reactions and side effects are also important for the purchasing individual to know as these symptoms can vary amongst consumers and sometimes present themselves without warning. In offering this information, consumers are provided health warnings, use warnings, and additional information to assist in decision-making to ensure their choice to use their product is a healthy one.

In an effort to keep consumers safe, instructions and proper use of products should also be included in the packaging. In addition, providing information for consumers such as “safe amounts of use” and “consequences for misuse of a product” ensures transparency between a company and its customers, an opportunity to maintain open communication, and formulate trust between the consumer and your brand.

Vying for Attention

Are you looking to heighten your brand’s attention? Does your company have a particular story that your packaging can share with your consumers? The packaging of your product plays an incredibly significant role in its effect on your consumers. Packaging design has a substantial impact on your brand’s marketing and your sales. Providing a product with unique and original packaging can offer an opportunity to differentiate your brand from your competitors.

Before consumers commit to a particular product, many decisions need to be made. While these decisions are quickly made, a product whose packaging integrates attractiveness and originality while communicating company values will only assist in establishing positive brand recognition and brand transparency.

How Can HB International’s Packaging Experts Assist You?

Our team of experts knows that it’s more than simply protecting a product when it comes to packaging. Packaging plays a critical component in marketing that not only supports your brand but creates a unique and memorable experience for consumers. HBI’s team works alongside our customers and suppliers to ensure your product’s packaging creates an unboxing experience that provides a high-quality product, ultimately leading to customer loyalty and increased brand recognition.