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The influence of packaging on the decision to buy

Author: Robert Williams
by Robert Williams
Posted: Jan 23, 2019

For marketers and brand owners, it is essential to understand how and why people choose one product or brand over another, with packaging often playing a critical role in influencing buying decisions. Phil Barden’s ‘Decoded – The Science Behind Why We By’ is a must-read for shopper and retail marketers who want to understand motivations behind consumers’ choices and how to apply this knowledge in day to day marketing and packaging to great effect, by dramatically improving key factors such as relevance, differentiation and credibility.

Consumers often develop emotional attachments to specific brands and marketers must utilise every possible opportunity to reinforce this bond to drive engagement and uplift sales. Various marketing studies have found that 30% of consumer purchase choices are based on packaging, as a result packaging is now viewed by the Brands as a strategic, integral part of their product, with pack design often starting in tandem with the product development process.

Packaging aims to tap into the hearts and minds of consumers, reinforcing quality and a customer experience associated with the product in order to deliver long-term brand-consumer relationships. Packaging is now viewed as a significant investment for many Brands, with simplicity, sustainability, story-telling and longevity critical factors for effective packaging design.

We know consumers respond to visual cues, especially colours and shapes, as a result semiotics has become an increasingly significant part of packaging design. Creative Semiotics (www.creativesemiotics.co.uk), leaders in the industry, use semiotic analysis to better position product packaging and guide design strategy with a systematic analysis of relevant cues. Semiotics is now a necessity for any Brands wishing to embed brand cues into their proposition.

Unique packaging design will offer an experience that stands out, will draw a customer’s attention and remain memorable. Starbucks have expertly achieved this through branding all of their products with its easily recognised green mermaid medallion. Innovative packaging will also excite the customer and often encourage an initial purchase. Coca-Cola, though well-known for its slender, classic bottle is also known for its innovative packaging where their cans display ice cube images when the drink has reached optimal temperature. Alcohol manufacturers, such as Absolut and Belvedere have also produced exceptionally creative packaging designs in recent years in order to evoke images of a premium product through their unique, inspiring and stand out designs.

For information on how Amnet can support your packaging initiatives, please contact us at hello@weareamnet.com

    At Amnet, we work alongside Brands and Agencies delivering unmatched multi-channel creative production services across the globe. Our clients benefit from the commercial value, flexible resource, speed to market, clear, concise communication and unparalleled quality that we provide. This is all made possible by Smartshoring. Smartshoring is the effective use of the best talent wherever they may be. In today's global economy, Smartshoring has become essential for brands to stay competitive, increase profits and accelerate growth. Amnet delivers exceptional creative production for advertising, retail, packaging and digital campaigns.

    We work alongside brands and agencies, delivering unmatched creative production services across the globe. Our clients benefit from the commercial value, flexible resources, speed to market, unparalleled quality and clear, concise communication that we provide.

About the Author

Amnet delivers exceptional creative production for advertising, retail, a href=http://www.weareamnet.com/packaging-premedia/packaging and premedia services and digital campaigns.

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Author: Robert Williams

Robert Williams

Member since: Dec 04, 2018
Published articles: 7

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