Today, shopping is more about the experience of unwrapping a product with premium packaging and sharing it on social media than it is about buying something new or filling your wardrobe. The journey, one takes when buying and the experience one has are both very important. Luxury packaging design aims to make each step an unforgettable experience rather than merely making money. Beyond only providing physical protection, the goal of luxury goods packaging is to directly connect consumers to the brand and its distinctive narrative. People are willing to spend extra for the prestige of being associated with a luxury brand.
Does premium packaging affect customer behaviour?
Premium packaging creates an exceptional unpacking experience while also raising perceived value. The true magic occurs when you combine the ideal structure, substrate, coatings, and finishes to make everything function as a whole.
So, let's look at how luxury packaging influences consumer behaviour.
Attract focus with a distinctive design.
Customers meet your product—and maybe your brand—for the first time through its packaging. One fantastic way to present your brand to a consumer is through distinctive packaging. However, in the present hyper-competitive market, it is inevitable for identical items from various companies to share the same pattern or appearance.
Use colour to evoke feelings and psychological triggers.
Within a few seconds of first interacting with a thing, people determine whether to purchase it; between 62 and 90% of this judgement is based only on colour. In product packaging, colours are essential since they may evoke common ideas related to your product. By generating different emotions, they might also affect the customer's impression.
Keep the feel and functionality.
The primary purpose of packaging is to protect and confine the product. The size of the packaging, its durability or capacity to keep the product secure, and the simplicity of opening and putting it back in storage are all elements that might affect customer behaviour when making a purchase.
Share the principles and goals of your company.
Consumers are currently shifting towards making more thoughtful purchasing decisions. Your product packaging must clearly communicate the principles and goals of your company.
Consumers are concerned about issues like product transparency, ethical sourcing, and environmental sustainability, and they want to support businesses that reflect their beliefs. Labels and other certificates on your packaging make it simple to demonstrate your brand's dedication to these causes.
A Connection in Design and Price:
If manufacturers can use premium packaging as a component of a product's positioning, packaging selections can have an impact on price in ways other than the cost of production. Because packaging affects expenses, it raises the price of the goods as well. In any business, premium packaging may help with presentation and promotional needs by enhancing and increasing the value of both your products and brand. One poll found that 52% of online customers said they would keep doing business with the same firm if they received their items in attractive 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).
Thus, product packaging is more than simply the product's exterior shell; it builds the brand. Consumers might be persuaded that the product is superior to others with the help of effective packaging. Because of the growth of the retail industry, packaging has become a powerful marketing tool. Consumers are exposed to the brand and product through the packaging, which is also used to assess a product's quality. Customers assume that if packaging is of excellent quality, so is the product within. Customers are prepared to spend more for a bundle 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.
