The Marketing Power of Packaging


Manufacturing in the United States is enormous, and everything from food and beverages to kids’ toys to power tools and more are built or grown all over the nation. But it’s not enough to merely produce these items; business relies on marketing and advertising to allow these products to sell, and such messaging ranges from signs and newspaper ads all the way to company websites and packaging. Some customers may underestimate the power of packaging, as ads on TV or online can entice a customer to visit the store, but good packaging will encourage them to make a purchase. These enticing packages vary widely, from paper coffee bags to protein powder bags and fruit packaging or chocolate candy bags, and that’s just for groceries. These paper coffee bags or fruit and vegetable bags can be found in many of today’s supermarkets or smaller shops, but that’s not all. Computer parts, household cleaners, board games, kids’ toys, hardware supplies, and more will also have their own appealing packaging to encourage customers to make a purchase.

The Power of Packaging

An average American consumer will be exposed to advertising that encourages them to enter a shop or a market, and they may see these ads on TV or online or see signs and billboards while out and about. But this is only the first step, as these broad advertising methods are geared to bring customers into the store. Once a shopper is inside, they have many different options on how to spend their money, and this is where the second phase begins. Packaging such as paper coffee bags with colorful labels or fruit packages will be used to draw in customers, and many studies have been done to see how effective this is. Often, packaging such as paper coffee bags is combined with paper shelf tags to make a purchase look more appealing.

How can a printed price and package make such a difference? It may be noted that many customers and shoppers enter stores without their minds made up on what to spend their money on, so packaging and price tags are used to help a customer make this decision in their favor. Studies have confirmed this; 85% of shoppers report that while shopping, what they read on product packaging often helps them decide how to spend their money. Meanwhile, a 2016 West Rock Consumer Insights Study showed that 66% of consumers, nearly two in three, have tried out a new package simply because some packaging caught their eye. Similarly, it has been found that businesses who pay close attention to their product packaging may see a 30% increase in sales. Many Americans take the time to look over food labels or printed data on packages, as well as look over the pictures or “how-to” diagrams, so if this information is clear and appealing, the product stands a better chance of securing a purchase.

Packaging Strategies

Packaging is more than the plastic, paper, or cardboard used to contain an item and prevent theft or damage. Good packaging will have appealing images, printed information, and colors to convince the customer that this product will satisfy all of their needs and for a good price. Even the quality of the packaging makes a difference, since customers may be impressed with high quality packaging and expect a good product from a company that put a lot of care and effort into this. Many surveyed consumers say that they will more likely buy again from a brand that offers quality packaging, and they like to share quality packaging on social media to show off the novelty of it. This doubles as amateur but free publicity for the brand, too.

Good packages may have clear, appealing photos of the item inside, and may show a happy, attractive person using it to make a positive association in the buyer’s mind. In the case of food or ingredients, the packaging may show neat and appealing photos of quality food that includes the package’s ingredients as a serving suggestion. Some food packages in fact have free recipes printed on them, for anything from cupcakes to chip dip to stir fry vegetables. Coffee bags, meanwhile, may show a finely brewed cup of coffee, often with cream or sugar added for visual appeal.


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