Packaging Matters: 3 Purchasing Behavior Statistics Everyone Should Care About

Published On: October 14, 2019

The role of packaging has changed over the years. In today’s world of internet and online shopping, many feel like packaging matters less and less. After all, consumers don’t see the packaging before making a purchase.

But is that really true? How much does a product’s packaging matter? Here are three important statistics on purchasing behavior that show us how much packaging really matters.

(Hint – it matters a lot more than you think!)

Why Packaging Matters Reason #1 – Packaging Catches the Eye

Statistic: 81% of consumers tried something new because the product packaging caught their eye.

People aren’t going to try something if they don’t even know that it exists. Product packaging is important in initially catching the eyes of a prospective customer. Furthermore, the packaging also needs to stand out from the crowd. People enjoy trying something new and different. And while many purchases are happening online, many consumers still visit brick-and-mortar stores to try new products and new brands before committing to making a purchase.

Well-designed value added packaging that tells a story and grabs the attention of consumers is key in delivering your brand value and acquiring more customers.

Why Packaging Matters Reason #2 – Customer Retention is Dependent on Packaging

Statistic: 63% of consumers have purchased a product again because of the appearance of its packaging

Next, close to two-thirds of people purchased a product a second time because of the aesthetics of the packaging. Even in the online world, packaging is important. Brands sell not to make one-time sales, but to build loyal, life-long customers. Deliberate and impactful packaging is the key to converting consumers into life-long customers. Paying close attention to the message your brand sends through its packaging is important in creating the brand you want to build — and the customers you want to have.

Next time you’re considering the design of your packaging, don’t think short-term but long-term. How will your packaging choices today affect your brand for the long run?

Why Packaging Matters Reason #3 – Consumers Change Brands Because of Packaging

Statistic: 52% of consumers have changed brands because of new packaging

Finally, a change in packaging can even drive a customer right into the arms of a competitor. Research shows that more than half of people have switched brands simply because their brand made a change in the packaging. Packaging dictates the customer experience and plays a crucial role in the “reveal” of the product. The suspense plays a critical role in the customer’s enjoyment of a certain product. Changing the packaging could rob the customer of this enjoyment and cause him or her to feel betrayed, causing them to look for an alternative. It is important for brands to think about the customer’s experience and interaction with packaging in addition to thinking about the packaging of their competitors. For maximum results, brands need to consult professionals in the field of packaging to ensure a positive, memorable consumer experience.

Don’t Overlook the Importance of Packaging Design

Even today, statistics and consumer preferences show that packaging does matter. Even in the world of online shopping, packaging still plays a critical role. Therefore, packaging designers and brand managers should take the necessary steps to make sure that their product’s package will leave the right mark.

Don’t overlook the statistics above. Make sure all of your product packaging designs stand out from the crowd in the right way.

If you’re looking to elevate your brand, and make sure your packaging is memorable, online and off-line, consult with the packaging experts at JohnsByrne.  

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