A few decades back, packaging was considered only as a “container” for a product and nothing more. The top priority was to minimize the packaging cost and to ensure maximum profit. But, today, all brands around the world are investing millions of dollars per year for perfecting their packaging design.Importance of packaging design is increasing and, at the same time, role of packaging as a means of consumer communication are necessarily growing.
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Packaging is, now, looked upon in an entirely different scenario. Most of the brands are considering packaging as fundamental part of the sales strategies. Brands have started understanding the importance of packaging. According to them, packaging can play a significant role in boosting their sales, therefore, they attaching massive value to the packaging.
The reason for giving such an importance to the packaging is based on a study, which tells that most of the shoppers decide to purchase after physically inspecting the product. When viewing the product, product packaging play a vital role in changing and finalizing purchase decision.
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It means that investing in marketing of a product does not affect much the purchase decision. It depends on shape, style and design of the product packaging. Most of the super markets and mega stores display the products of different brands in a relatively small area.To achieve communication goals effectively, knowledge of consumers’ psychology is vital in order to understand consumers’ response to their packaging. Product packaging can change consumers’ purchasing decision.
We take the example of milk. Even if we have decided to purchase a certain brand of milk under the influence of heavy advertisement which we view day and night but when we physically come to the store, we come across many other brands displaying with our brand and the chances are that we purchase some other brand, being impressed by product packaging. The product packaging and branding define the sale. It is obvious how the packaging and branding communicate with the customers. If it communicates well and fulfills their desires, they will buy it, otherwise not. It is as simple as that and it is true for multitude of other products.
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