The Type of Packaging That Gets Your Brand into Shopping Carts
Is there something about its packaging that sets your brand apart from all the rest? The concept is not limited to being able to contain your product and protect it from the elements. It is also about communicating a message powerful enough to captivate attention and capture interest.
The same principle applies to the food retail industry. To capture the market, you must draw them in through packaging – in ways that they will respond.
- The Visual
Since you can’t be there to verbally advertise your product to every single customer, your product has to do the talking for you. Displayed as its own self-promoting unit, it must have key branding elements which are outstanding to the eye if not exceptional. These include the brand name which gives it identity and the brand image or logo which increases retention and recall.
As practical tools in packaging design, text and colour can be used to your advantage. Make the text clear, concise, and easy to read and say. Choose colours that draw people near to have a closer look.
To learn more about choosing colours, please read our article on Best Food Packaging Colours That Influence Consumers to Buy.
When packaging is attractive to the eye, it activates certain regions of the brain. These regions are associated with stimulating the appetite, feeling hunger pangs, or even buying on impulse.
Experience tells us that branding through text, colour, and appearance does work. Customers may not remember exactly in which aisle or spot they last saw a product; but, through memory and recall, they do have a clue on how it looked like.
- The Tangible
After having seen an assortment, what makes a consumer literally pick one product out of so many? The feel of your product must connect with your consumers and engage their senses. For instance, they give in to the impulse to buy fruits and other produce when it weighs in as fresh and juicy and it feels blemish-free to the touch.
Customers should also feel that they will be positively rewarded for having it. Once they’ve read the label and found out the ingredients, they could make a choice to go for it now – or to go back for it later. With the frequency of having seen and picked up the product, it becomes instantly recognizable to the buyer who’s a regular at the store.
Thus, food producers need to pay more attention to the aesthetics of how their products are packaged and designed. Retailers must also be well-versed on how products are positioned and displayed. When consumers respond favourably to these subliminal messages, then your product finally gets somewhere! It goes out of its shelf space and into their shopping carts.