A Pretty Picture Sells a Thousand and One Words

        IMPACT OF ATTRACTIVE PACKAGING

Every year, 95 percent of new products fail. The reason is simple and logical : Most customers don't have the time or energy to weigh the advantages and disadvantages of the products in their shopping carts, so more often than not, packaging is the deciding factor. Packaging is powerful because it tells consumers why your product and brand are different. Great packaging is significant because it can have a direct impact on sales and a company's overall appeal. Poor packaging can have an even more dramatic effect. 

Australia recently instituted a plain packaging law for cigarettes. The government's removal of packaging branding rights aimed to discourage young people from smoking. Not only can Marlboro not use its logo, but it also can't use its typeface. The packages, covered with health warnings and graphic images that deter smoking, resulted in the biggest smoking decline Australia has seen in 20 years.

Customer Psychology

•  Know your demographic.Focus on the target audience. Know what will catch their eye. Don't be afraid to go bold.
• Make cheap packaging look chic and personalized. Good packaging doesn't have to be expensive.
• Make the package part of the experience. Part of the reason it's so fun to unbox a new Apple product is that its packaging reflects the sleek, user-friendly experience of the product inside.
• Let the product speak. If you have a quality product, let it speak for itself. Don’t feel the need to surround it with shiny, obnoxious wrappings if it doesn’t need it. Keep it transparent.
• Be compact. If you can make something work just as well smaller, try it. The more compact something is, the easier it is to store and transport.
• Consider eco-friendly options. Packaging that's recyclable or reusable is always a reason for a consumer to choose your brand over your competitor's. In fact, 52 percent of people around the world make purchase decisions partially due to packaging that shows a brand making a positive social and environmental impact.Puma has made great strides with its eco-friendly packaging that doubles as a reusable walking billboard for its brand. There are plenty of creative ways to go easy on the earth and differentiate your brand in the process.