The Preponderant Influence of Packaging on the Potential Buyer

The world population has exploded in the 21st century, reaching way above 7 billion. As a result, every sector has experienced a growth that was unimaginable in the past. The number of players in these sectors has also augmented more than expectations.

Look at the business sector. You cannot even count the number of businesses, small, medium and bigger ones that are operational all over the world. I know numerous persons who themselves are involved in more than one business.

A higher number of companies would mean a higher number of products. These products are in turn sold to the high number of people on the globe.

So, the question is, how do the 7.5 billion people decide which product to buy?

There has to be some algorithm that makes the decision easy for them.

• Could it be the use of the product?
• Or how much the product would empty their pockets?
• Maybe it is the way the product looks?

Like I said before, the number of products is humongous; people focus on the functionality of the commodity the most. However, they get to it only when the outward appearance of the product has attracted them towards it. And the outward appearance is nothing but the packaging.

Let us delve a little deeper into this concept.

PACKAGING – SAVING THE DAY FOR THE SELLER

I’ll start with an example. You must have been to supermarket plenty of times, and almost always you would have found similar products from different brands on the shelves, am I right?

I think so. Since you need one of the displayed items, how do you decide? If I have to buy a cereal box out of the ten different kinds on the shelf, the way I go about this decision is;

• I pick up the ones with the most delicious looking picture of the cereal bowl on the box.
• Then I start to look at the ingredients. I love fruits in my cereal, so I see whether the back of the box says fruits as an ingredient or not.
• Then I check the quantities and the pricing.
• If I am still confused, I will just pick the one which looks better.

I am sure most of you can relate to this battle we usually experience in the supermarkets, and most of you must have followed a similar technique to mine.

In all the four steps, the role is played by the packaging of the product. The packaging is all the more important in products that cannot be tested before trying, like cereal.

A well-packaged product that ticks all the boxes of the packaging concept would attract the consumers. Apart from this, it also ensures that the seller does not have to apply for very bad credit loans from easy cheap loans  because of no turnover.

Here are the reasons as to why packaging saves the day for the manufacturer.

PROTECTS THE PRODUCT FROM THE ELEMENTS

When this concept was initially thought of and implemented, it had only one purpose. And that was to make sure that the product was not damaged. If you look at the earliest products, they did not work on the design and the information of the package.

The cover or the box that carried the product was pretty simple and only protected the inside from dust, water and the sorts.

Even today the core of this concept is the same. The jar of a fruit jam, the box of a lipstick, the wrapping of a biscuit, each one is done keeping in mind the product’s safety. If the product gets damaged before the consumer even purchases it, then that would be a shame.

THE MULTI-USE LETTERING

The next important aspect of packaging is the lettering on the package. The letters on the package will be crucial for the customer because that is what he would read to get influenced to make the purchase.

The things to remember here are; 

• The font of the product name and tagline must be bold enough to be read from across the aisle.
• It should have the ingredients list along with their proportion in the mix. Consumers are very cautious about the scents, alcohol and calorie count these days.
• Then the price and the date of manufacturing and expiry should be visible on the box.

All these may seem like tiny details, but the consumer looks at every single aspect before spending his money on the item.

THE MORE ENVIRONMENT FRIENDLY, THE BETTER

This one is a new trend in the packaging concept. As you may all know that the increased use of plastic has worsened not only our lands but also the oceans and marine life. Consequently, both the public and governments are trying to promote the use of bio-degradable products and packaging.

If a manufacturer used paper, jute or even the decomposable plastic, the buyer would get attracted to the products solely because it won’t damage the environment.

This way, not only the sales would shoot up, but our Earth would also be more than pleased.

WINDING UP

The packaging is the front-runner of the marketing mix. It helps the seller to persuade the buyer so much that he would willingly take on doorstep loans for bad credit to make that well-packaged piece of affluence his.

The Kilian Voulez-Vous Coucher Avec Moi with the clutch is the perfect example of the packaging brilliance. It is the perfume that is packaged inside a black clutch that has two serpents on it. Priced at over $400, people still buy it for its multifunctional packaging.

That is what packaging can do for the producer and his sales figure.