Irrespective of the industry, packaging has always undergone drastic changes. Though the brand image and price are the key factors influencing the purchasing, packaging has also lent its part in influencing the consumers’ decision making. As per Canadian Market Research, packaging has always been offering a sensory experience during the buying process.
With a large number of competing products available on the shelf, innovative packaging is the only way to draw the attention of the consumer. It has been a key tool for both big and new brands to retain their market share or enter the market respectively. However, come 2015 and industry experts believe that there is going to be a substantial change in the role played by the packaging process.
Sustainability
Modern consumers expect the brands to reciprocate to the needs to ensure environment friendly and sustainable practices. A study conducted by the Carton Council of North America suggests that consumers expect packaging to play an important motivator for recycling.
With several products, packaging is the first source of information about proper disposal and recycling practices. A great example would be the water bottles and soft drink bottles that come with specific instruction of what to do with a bottle after use. The consumers of today favor packaging that suits after use or recycling.
Convenience
Next in the list is the convenience factor associated with the product packaging. Packaging is not just to play the role of wrapping up the content in an attractive container but allow ease of use. Taking the example of food packaging, consumers would favor a packet/bottle/container that can be opened and closed repeatedly during use without damaging the quality of the content.
Cadbury’s re-sealable candy wrappers are another good example wherein consumers can put back uneaten portions of the chocolate safely for the consumption later. Convenience also extends to allowing for better carriage and storage of contents. Successful packaging today simulated itself with simplicity, ease of use and appeal.
Transparency
Consumers are more determined to know what they are actually buying before paying for a product. However, this curiosity extends from transparent containers to more transparent information about the product. Precise details of ingredients (food products), usage instructions (electronic goods), health effects (medical products), etc are cue to effective product packaging today.
Information about products must be easy to access and understand. Further, this information must be supported by other elements that authenticate it. A recent trend has been to print the QR codes that give consumer every detail about a product just by taking a picture on their phone. Consumers mustn’t ever feel that the seller is trying to hide something in order to push the product.
Social Impact
In this age of information, no brand can escape the flow of feedback. Referrals and word of mouth have always been powerful tools for purchase decision making. With the growth of social media today, information flows even faster.
Marketers need to ensure that they are presenting the right social impression that helps build goodwill, credibility and connections. Modern shoppers have thorough knowledge of what they are paying for. Successful packaging therefore must create a social experience for everyone.
This is a world of ‘perfect competition’ for most industries. In order to survive, quality is not the only determinant. It is innovation, convenience and multi-usability that helps make a mark.
