Shopping today is more about the experience of unboxing a product with premium packaging and sharing it on social media than simply acquiring something new or adding to one’s wardrobe. The buying journey and the overall experience hold significant value. Luxury packaging design focuses on creating a memorable and immersive experience at every stage, rather than just driving sales. Beyond offering physical protection, luxury goods packaging serves as a direct link between consumers and the brand’s unique story. People are willing to pay a premium for the prestige and exclusivity that come with being associated with a luxury brand.
Does premium packaging affect customer behaviour?
Premium packaging enhances the unboxing experience while elevating the perceived value of a product. The real magic happens when the perfect combination of structure, materials, coatings, and finishes come together seamlessly to create a cohesive and captivating presentation.
So, let's look at how luxury packaging influences consumer behaviour.
Attract focus with a distinctive design.
Packaging is often the first point of contact between customers and your product—and possibly your brand. Unique packaging serves as a powerful way to introduce your brand to consumers. However, in today’s highly competitive market, it’s common for similar products from different brands to have overlapping designs or appearances.
Use colour to evoke feelings and psychological triggers.
Within seconds of encountering a product, people decide whether to purchase it, with 62 to 90% of this decision influenced solely by color. In packaging design, colors play a crucial role in conveying familiar associations with the product. They also evoke emotions that can shape a customer’s perception and buying decision.
Keep the feel and functionality.
The main function of packaging is to protect and contain the product. Factors such as packaging size, durability, ability to keep the product secure, and ease of opening and storage can all influence customer purchasing decisions.
Share the principles and goals of your company.
Consumers are increasingly making more mindful purchasing decisions, and your product packaging should effectively convey your brand’s values and mission.
Issues such as product transparency, ethical sourcing, and environmental sustainability matter to consumers, who prefer to support brands that align with their beliefs. Including labels and certifications on your packaging provides a clear way to showcase your commitment to these important causes.
A Connection in Design and Price:
When manufacturers incorporate premium packaging into a product’s positioning, it can influence pricing beyond just production costs. Since packaging affects overall expenses, it also contributes to the product’s price. In any industry, premium packaging enhances presentation and promotion, adding value to both the product and the brand. A survey found that 52% of online shoppers are more likely to remain loyal to a company if their purchases arrive in visually appealing packaging.
Today’s consumers are willing to pay more for products with the right attributes, including innovations and improvements, customization, and convenience. "
Carla Fantoni, Vice president of communications, Tetra Pak U.S. and Canada
Market stat
The premium packaging market had a value of USD 16.65 billion in 2020 and USD 11.8 billion in 2021 and is anticipated to increase at a CAGR of 4.8% to reach USD 22.37 billion by 2026. (2021-2026).
Product packaging is more than just an exterior shell—it plays a vital role in building a brand. Well-designed packaging can convince consumers that a product is superior to others. With the expansion of the retail industry, packaging has become a powerful marketing tool, serving as both a brand touchpoint and a quality indicator. Customers often associate high-quality packaging with a premium product inside. They are also willing to pay more for packaging that is uniquely designed and stands out.
Author's Detail:
Aparna Dutta /
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Hello, I am a content writer with 3.5 years of experience. I have experience in various fields of content writing. For example, I have worked in a market research organization where I had to write content related to the reports that the company used to generate to improve their Google ranking. Other than that, I have also worked in website content as well as technical content for print and digital media magazines. Apart from this I am very flexible as a person and can adjust easily.
