If there’s 1 thing I love, it’s great packaging. It has an uncanny ability to make me buy something and I know I’m not alone.
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Why is this though? Well packaging impacts emotion and when we are out to shop, our emotions and senses are heightened as we look for our “shopping high”. It’s the first and lasting impression that we will get from a product and when done well, it’s a pleasure to spend money enjoying.
More importantly our mind is looking to find differentiation. We just don’t know what brand of tea is best so we turn to our keen logic and discern that the most beautifully packaged is not only the most expensive but the best quality.
Funnily enough, the packaging is the first thing you throw away (though not always) and it is secondary (often) in purpose to the product itself.
Don’t believe me? Well believe the facts.
According to the 2012 Shopper Engagement study, shoppers are basing 76% of their consumer choices on packaging and appearance. The liquid in a bottle of perfume represents only 3% of it’s production cost (www.dailymail.co.uk).
Check out some amazing examples of great packaging and tell me you’re not looking for the buy now button and free shipping. You my friend can join me as a statistic. Don’t fight it. It’s brand, and it’s beautiful.