How Packaging Can Add Perceived Value
Value means different things to different people. Some people view value as a tangible element, others as an emotional one. In the world of branding and package design, both of these elements must blend together to create a perception of value that resonates with customers.
Let's look at a few elements that designers think about when creating packaging solutions, and how they connect to the perception of the brand and the product within.
Shoppers compare your product to similar brands and options within the industry. In doing so, the sale rests on your packaging – it can help or hurt your product's ability to stand out, create or destroy a recognizable brand, and pique or squander customers' curiosity.
With countless ways to brand and package items, your business has an incredible amount of opportunity – the ability to portray your brand exactly as you desire. In turn, consumers will evaluate the quality, design, size, color, and creativity. This can give your brand an advantage over the competition as that aesthetic influences how they connect with your brand. Together, it affects a customer's perceived value.
Create the Perception You Desire
To create a perception of value and quality in your packaging, consider every layer from the material to the coloring. The right elements and how you combine them to achieve an effect can be the difference between a best seller and a dud.
With all the packaging available in today's market, it can be difficult to choose the most effective solution for your product. Here are a few different types of packaging that can enhance your product experience and its perceived value.
Paperboard is a lightweight yet strong paper-based material. It can be easily cut and formed to create custom shapes and formations, which makes it ideal for use in personalized packaging. With the right combination of labels and branding, paperboard packaging can look high-end, without the high-end price tag.
Plastic box packaging has many advantages as it showcases the product while still encasing it. It's flexible, lightweight, and allows for internal decorations/product settings to enhance the appearance and experience.
Chipboard packaging is a lightweight material made out of reclaimed paper stock. It can easily be cut, folded, and formed which makes it a great, affordable option. Add stickers, fabric, and more to transform it into custom packaging for your brand and product.
Choose colors that reflect the brand image you're working toward. Here's a brief guide to color psychology and how it can affect consumer purchasing decisions.
White is a blank canvas. It communicates innocence, equality, and new beginnings. White is typically a safe packing color – simple and conservative, but a good choice when you desire a look that signifies cleanliness, efficiency, or simplicity.
Black is a powerful color, typically signifying control and authority. When used in packaging, black tends to stand out and make products appear heavier, higher end, and higher value.
Blue represents honesty, dependability, and harmony. When used in your packaging, it portrays the product's effectiveness and reliability. Darker shades of blue can evoke a more professional and serious product.
Red is a color that draws attention. In product packaging, red has been known to signify liveliness, action, passion, enthusiasm, and strength. Dark reds are often perceived as professional and luxurious.
Green is associated with balance and harmony. It's also known to be linked with security, wealth, and growth. Darker greens typically imply wealth, luxury, and professionality, while lighter greens suggest environmentally safe or health conscious.
Purple in packaging often suggests luxury, indulgence, or exclusivity. Purple emits these sentiments particularly when used with gold or silver details.
If you're looking to make a statement, there are a few packaging tips you can take from the pros. You might find that a simple change to your packaging can make a positive impact to your bottom line.
Embossing is known to add a level of elegance and luxury to product packaging. Raising and depressing aspects of your packaging provides your customers with a tactile experience that's unique to your brand. An embossed element in your design differentiates the surface of your material and brings your packaging to life.
Another way for your packaging to stand out is by use of die cutting. This option can enhance the look of your packaging and print pieces with unique cutouts that can vary from simple to extremely complex. From letters to designs, die cutting draws attention to the dimensional aspect of your packaging which can drastically enhance the perceived value of the product inside.
A plain old box won't cut it in today's retail environment. Add a product label to help sell your creation. Include your company name and logo, any distinguishing flavors/scents/colors, a list of your ingredients, the weight or quantity, use or storage instructions, and your website URL on the label. You'll also want to add some design flair so it catches people's eyes. And don't forget to choose a high-quality material! In a recent study, we found products with premium label materials were more likely to be purchased 80% of the time.
Test It Out
Sales prototyping your product and packaging is a great first step before revamping your packaging or starting with a bulk purchase of supplies. Here are a few ways to get feedback from current and future customers.
Set Up at Farmer's Markets
Farmer's markets occur regularly and attract local clientele, perfect for building public relations. Go one week with your existing line and another with your new idea – or put them both out and see which sells more! You can engage with people as they shop and get on-the-spot reactions to help guide your decision.
Launch It In-Store or at Pop-Ups
If you already have a storefront or physical location, start putting out your prototyped packaging and see how people react to the change. If you’re online only, open your own or join an event that's already established. The temporary nature of pop-up shops allows you to get in front of your demographic without expensive long-term commitments.
Get Feedback on Social
Survey your customers and followers online. Post photos of your prototype and ask for feedback. Everyone loves to share their opinion online, so this may be just the audience you’re looking for.
Now you know a little more about the options available to produce product packaging with a high-end feel. But keep in mind, all of your design components need to come together in a harmonious way. Color, design, and brand voice should all mesh. Stay true to your brand voice and vibe, and try out some of the above tips to enhance the perception of your business and stand out in your area of expertise.