People today pay a lot more attention to the brands they buy in order to get better value. Brand loyalty is on the decline and customers are finding it less of a struggle to leave one brand for another that seems to be offering more to them. A lot of the value of a brand seems to relate to packaging so it is vital that companies invest in this effectively.
What do we mean by value?
Value isn’t always just abort price. For some customers the cost of things is very important, but there are also more varied ideas about what constitutes value. Consumers want to know how a brand or product will improve their life or make a part of their life easier to manage. They want to know how the product will make them feel if they purchase it. The decision will still be influenced by price, but other abstract factors will also be considered in the purchase. If a company wishes to appeal to these other factors associated with value then they will need to appeal to the customer’s emotions.
A good example of this can be seen with Apple and how they use packaging to appeal to their customers. It isn’t just the technology that makes the iPhone and iPods so desired. There has also been a lot of effort around design to create something that looks elegant yet simple to use; these two values really resonate with customers and this design is recreated in the packaging surrounding the products as well with great success. The packaging design adds to the value of the product and when opening the product the customer really gets the sense that they are opening something special.
There are far cheaper products available than Apple so if the main concern was price then people would go with these. It is the innovation and design that attracts the Apple customer. Apple understands what they need to do to make their customer happy.
Reflect the positive qualities of your brand in your packaging and you will get the consumer’s attention
The current move to larger supermarkets and more self-service means that the customer needs to rely on themselves more and more when it comes to making purchases. This means that packaging has to really catch the consumer’s eye and only has a limited amount of time to get your brand’s message across. It needs to demonstrate value and stand out from similar products. The packaging needs to be honest and reflect the qualities of the brand if it is to be the most effective.
You need to demonstrate in the packaging what it is that is going to benefit the person’s quality of life. Will it mean that the customer has more comfort, more enjoyment, or more time? Your packaging should answer these questions.