More than Just a Box – How Packaging Impacts Conversion Rates

Products need packages. Everything would get damaged in storage or shipping otherwise. But packaging does more than protect your product, it has a direct influence on consumer purchasing behaviour. In a 2018 IPSOS study, 72% of consumers reported that the design of a product’s packaging has a direct influence on their personal buying decisions. A further 81% stated package design influences their gift selection.

With the average supermarket in North America carrying a whopping 28,000 different products (Food Marketing Institute, 2019), each competing to attract the attention of the consumer, and an estimated 60-70% of buying decisions being made in-store, packaging plays a crucial part in overall success of a brand’s strategy.

The Art of Packaging

The art of packaging builds a relationship with your customer. Packaging impacts how the product is perceived each time the customer sees and uses the product.

  • Is it aesthetically pleasing?

  • How well does the package work?

  • Are the directions easy to read?

Packaging must immediately catch the customer’s attention. It must be visually attractive and simultaneously convey the brand message effectively. Buyers should instantly know what the product is and what makes it unique. The art of good packaging is simple, clear, and informative, all at the same time.


The Science of Packaging

The science of packaging considers unconscious psychological elements during the design process. The package opens the gateway to your product. At every stage of the purchasing process, the customer’s journey interacts with packaging.


And while everyone knows never to judge a book by its cover, they routinely judge products by the package. The impact pushes deeper into subtle, emotional, and psychological realms that eliminate confusion, alleviate fear, and appeal to our sense of humour.


Balancing the Art and Science

Packaging influences customer purchasing at every level, emotionally and logically. So, balance the art and science as you choose a design to:

  • Stand out on the shelf

  • Draw consumer attention

  • Compare favourably with competing brands

  • Elicit spontaneity, excitement and intrigue

As your product sits on the shelf, between competing brands, the aesthetics, practicality and convenience are all critical. When you infuse your brand purpose into your packaging, the design reflects that position. High-quality, distinctive designs that support your brand strategy engage users and differentiate your brand in a crowded market niche.


Your last opportunity to convince consumers to purchase your product is when it sits on the shelf. But with strategic packaging, you also sell the next purchase. If end-users interact with the primary package regularly, you build a connection between the user and your brand every time they use the product. Ask the experts at Bradbury to help you design your next package, balancing both the art and science.


Image: DigitalSynopsis.com

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Bradbury Brand + Design Experts is a Canadian brand consultancy that aligns your brand with your organizational goals. 

 

We believe strong brands are rooted in strong values, and that’s where our strategy begins. We work with business and organizations that want to make a difference, whether through their products, services or experiences. 

 

We work with you to create a deliberate brand strategy—one that helps you meet strategic business objectives while delivering engaging brand encounters and memorable customer/member experiences. From profitability to sustainability to social connection, Bradbury builds brands people believe in.

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