{"id":5119,"date":"2023-09-30T14:00:58","date_gmt":"2023-09-30T18:00:58","guid":{"rendered":"https:\/\/refinepackaging.com\/?p=5119"},"modified":"2025-01-02T06:48:02","modified_gmt":"2025-01-02T11:48:02","slug":"packaging-for-marketing","status":"publish","type":"post","link":"https:\/\/refinepackaging.com\/blog\/packaging-for-marketing\/","title":{"rendered":"Optimizing Packaging for Marketing: 7 Client Engagement Keys"},"content":{"rendered":"

Before consumers see your product, the packaging grabs their attention. Your box’s material appeals to the sense of touch, while the color, fonts, and logo engage their visual senses.<\/span>\u00a0<\/b><\/p>\n

Your target market’s initial impression of the packaging powerfully sways their buying decision.<\/b> Shoppers can get your item from the shelf and examine it more closely (or click your product image online and read more about it) before adding it to their cart. Or they can pass you up for another item.<\/span><\/p>\n

Packaging’s marketing role is undeniable in a world increasingly focused on online engagement. Tangibility still matters, with an enticing physical presence improving your company’s brand recognition and recall more than digital communications.<\/span><\/p>\n

How can packaging support your branding and marketing strategy?\u00a0<\/b><\/p>\n

It all starts with understanding your buyer’s behavior. So let’s dive in and discover what makes packaging a potent conversion tool. Also, we’ll tackle how you can track your packaging’s performance.<\/span><\/p>\n

It’s Not What They Look at But What They \u201cSee\u201d<\/b><\/h2>\n

\"It's<\/p>\n

In packaging design<\/span><\/a>, you must plan with the end in mind. <\/span>For brands, this entails balancing two primary goals\u2014product safety and customer appeal. <\/b>The box or container must protect the product until it reaches the customer. At the same time, the packaging should make the buyer feel happy about the purchase and transacting with the company.<\/span><\/p>\n

Factors Influencing Consumer Perception<\/b><\/h3>\n

Let’s admit it: despite humanity’s great strides in knowledge\u2014including sales tactics, we’re still prone to the bias from positive first impressions, also known as the halo effect.<\/span><\/p>\n

This bias applies in shopping and packaging\u2014consumers are inclined to choose products based on appearance.<\/b> The following factors can affect how they perceive your brand:<\/span><\/p>\n

Color<\/b><\/h4>\n

Color can create emotions leading to desire, disgust, or indifference. <\/span>Researchers and market analysts reported that<\/b> 85%<\/b><\/a> of consumers selected products based on color.<\/b><\/p>\n

Thus, knowing the psychology of colors\u2014the messages they convey\u2014is necessary for your color choice in packaging design. Your selection should be consistent with your brand’s mission and personality.\u00a0<\/span><\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\n

Color<\/b><\/p>\n<\/td>\n

\n

Positive Meanings<\/b><\/p>\n<\/td>\n

\n

Negative Meanings<\/b><\/p>\n<\/td>\n<\/tr>\n

\n

Red<\/span><\/p>\n<\/td>\n

\n

Power<\/span><\/p>\n

Energy<\/span><\/p>\n

Excitement<\/span><\/p>\n

Passion<\/span><\/p>\n

Strength<\/span><\/p>\n

Fearlessness<\/span><\/p>\n<\/td>\n

\n

Anger<\/span><\/p>\n

Danger<\/span><\/p>\n

Warning<\/span><\/p>\n

Pain<\/span><\/p>\n

Aggression<\/span><\/p>\n

Defiance<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

Orange<\/span><\/p>\n<\/td>\n

\n

Confidence<\/span><\/p>\n

Warmth<\/span><\/p>\n

Courage<\/span><\/p>\n

Innovation<\/span><\/p>\n

Friendliness<\/span><\/p>\n

Energy<\/span><\/p>\n<\/td>\n

\n

Frivolity<\/span><\/p>\n

Immaturity<\/span><\/p>\n

Deprivation<\/span><\/p>\n

Frustration<\/span><\/p>\n

Ignorance<\/span><\/p>\n

Sluggishness<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

Green<\/span><\/p>\n<\/td>\n

\n

Health<\/span><\/p>\n

Freshness<\/span><\/p>\n

Hope<\/span><\/p>\n

Growth<\/span><\/p>\n

Nature<\/span><\/p>\n

Prosperity<\/span><\/p>\n<\/td>\n

\n

Boredom<\/span><\/p>\n

Stagnation<\/span><\/p>\n

Envy<\/span><\/p>\n

Exhaustion<\/span><\/p>\n

Blandness<\/span><\/p>\n

Sickness<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

Turquoise<\/span><\/p>\n<\/td>\n

\n

Clarity<\/span><\/p>\n

Communication<\/span><\/p>\n

Calmness<\/span><\/p>\n

Inspiration<\/span><\/p>\n

Self-expression<\/span><\/p>\n

Healing<\/span><\/p>\n<\/td>\n

\n

Boastfulness<\/span><\/p>\n

Secrecy<\/span><\/p>\n

Hesitation<\/span><\/p>\n

Fence-sitting<\/span><\/p>\n

Unreliability<\/span><\/p>\n

Aloofness<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

Blue<\/span><\/p>\n<\/td>\n

\n

Trust<\/span><\/p>\n

Dependability<\/span><\/p>\n

Loyalty<\/span><\/p>\n

Serenity<\/span><\/p>\n

Security<\/span><\/p>\n

Logic<\/span><\/p>\n<\/td>\n

\n

Coldness<\/span><\/p>\n

Aloofness<\/span><\/p>\n

Emotionless<\/span><\/p>\n

Unappetizing<\/span><\/p>\n

Unfriendliness<\/span><\/p>\n

Uncaring<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

Purple<\/span><\/p>\n<\/td>\n

\n

Wisdom<\/span><\/p>\n

Luxury<\/span><\/p>\n

Wealth<\/span><\/p>\n

Sophistication<\/span><\/p>\n

Spirituality<\/span><\/p>\n

Imaginative<\/span><\/p>\n<\/td>\n

\n

Introversion<\/span><\/p>\n

Extravagance<\/span><\/p>\n

Self-indulgence<\/span><\/p>\n

Suppression<\/span><\/p>\n

Inferiority<\/span><\/p>\n

Moodiness<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

Magenta<\/span><\/p>\n<\/td>\n

\n

Imaginative<\/span><\/p>\n

Passion<\/span><\/p>\n

Transformation<\/span><\/p>\n

Creative<\/span><\/p>\n

Balance<\/span><\/p>\n

Innovation<\/span><\/p>\n<\/td>\n

\n

Outrageousness<\/span><\/p>\n

Impulsiveness<\/span><\/p>\n

Eccentricity<\/span><\/p>\n

Non-conformity<\/span><\/p>\n

Flippancy<\/span><\/p>\n

Short-lived<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

Brown<\/span><\/p>\n<\/td>\n

\n

Earthiness<\/span><\/p>\n

Support<\/span><\/p>\n

Seriousness<\/span><\/p>\n

Warmth<\/span><\/p>\n

Reliability<\/span><\/p>\n

Authenticity<\/span><\/p>\n<\/td>\n

\n

Humorlessness<\/span><\/p>\n

Sadness<\/span><\/p>\n

Heaviness<\/span><\/p>\n

Unsophisticated<\/span><\/p>\n

Dirtiness<\/span><\/p>\n

Conservativeness<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

Black<\/span><\/p>\n<\/td>\n

\n

Sophistication<\/span><\/p>\n

Elegance<\/span><\/p>\n

Security<\/span><\/p>\n

Power<\/span><\/p>\n

Authority<\/span><\/p>\n

Substance<\/span><\/p>\n<\/td>\n

\n

Oppression<\/span><\/p>\n

Heaviness<\/span><\/p>\n

Coldness<\/span><\/p>\n

Menace<\/span><\/p>\n

Evil<\/span><\/p>\n

Mourning<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

Gray<\/span><\/p>\n<\/td>\n

\n

Timelessness<\/span><\/p>\n

Neutrality<\/span><\/p>\n

Reliability<\/span><\/p>\n

Intelligence<\/span><\/p>\n

Balance<\/span><\/p>\n

Strength<\/span><\/p>\n<\/td>\n

\n

Unconfident<\/span><\/p>\n

Dampness<\/span><\/p>\n

Depression<\/span><\/p>\n

Lack of energy<\/span><\/p>\n

Hibernation<\/span><\/p>\n

Blandness<\/span><\/p>\n<\/td>\n<\/tr>\n

\n

White<\/span><\/p>\n<\/td>\n

\n

Cleanliness<\/span><\/p>\n

Freshness<\/span><\/p>\n

Clarity<\/span><\/p>\n

Purity<\/span><\/p>\n

Simplicity<\/span><\/p>\n

Sophistication<\/span><\/p>\n<\/td>\n

\n

Sterility<\/span><\/p>\n

Coldness<\/span><\/p>\n

Elitism<\/span><\/p>\n

Unfriendliness<\/span><\/p>\n

Isolation<\/span><\/p>\n

Emptiness<\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Although culture, life experiences, and socialization affect color preferences, graphic designers and marketers refer to guides and charts like the one above when designing their branding assets, <\/span>including packaging designers<\/span><\/a> looking for inspiration.<\/span><\/p>\n

Meanwhile, recent research shows that blue currently holds the record as the most-liked color (preferred by<\/b> 57% of men and 35% of women<\/b><\/a>).<\/b><\/p>\n

Shape and size<\/b><\/h4>\n

Factors <\/span>such as the size of your box<\/span><\/a> can depend on your target market’s demographics. For instance, children view product sizes and shapes differently than adults. Grown-ups may lean toward easy-to-carry products with minimal excess weight, but large-size or uniquely shaped packaging may excite younger consumers.<\/span><\/p>\n

Texture<\/b><\/h4>\n

Although product packaging should look attractive even from a distance, it\u2019s meant to be touched.<\/b> Glossy<\/span><\/a> and smooth packaging can give products a premium look and feel. Meanwhile, eco-conscious consumers might appreciate <\/span>Kraft paperboard or molded pulp boxes<\/span><\/a>, which may feel rough and barely have any design. One forecast shows a growing demand for barrier coating\u2014for paper and board packaging\u2014as a plastic substitute and will hit<\/span> $11 billion<\/span><\/a> by 2028, based on 2022 prices.<\/span><\/p>\n

Layout, fonts, and graphics<\/b><\/h4>\n

A well-laid-out packaging box with a clear and sharp logo and images plus readable typography for your product name, description, and instructions make it easy for shoppers to know how your product can benefit them.\u00a0<\/span><\/p>\n

Packaging Reveals What Consumers Want to Know About a Brand<\/b><\/h3>\n

Effectively designed packaging can answer your target market’s questions about you and your product.<\/b> Shoppers typically want to know:<\/span><\/p>\n