They say never judge a book by its cover. But let’s face it, so many buying decisions are made on first impressions, so getting your packaging right is an integral part of any brand’s success.
According to research, 73 per cent of UK shoppers rely on packaging to shape buying decisions, whether that be design, product information or product visibility. Packaging can even play a part in encouraging repeat purchases on online purchases, with 52 per cent of online shoppers saying they’ll buy again if their products arrive in good quality, fit for purpose packaging.
But how do you strike the right balance of style and substance, ensuring your product is protected in transit and on shelf, while allowing the right amount of product visibility and brand design to hook customers in and keep them?
Brand identity and product quality – balancing style and substance
While strong brand design is key in a busy retail environment, there are categories where quality and freshness cannot be communicated through pack design alone. When you’re spending good money on smoked salmon, aged steak or hand-decorated cakes, you want to be able to see exactly what you’re getting before you put the product in your trolley.
But the opposite can also be true. When Sainsbury’s became the first UK supermarket to move its minced beef out of top seal trays into flow wrap, many consumers complained, not just about how the packs compacted the mince to make it harder to use, but that it appeared grey (without the benefit of gas flushing) and even synthetic as a compressed block. Over time, flow wrapped mince has become the norm and has had huge benefits for retailers and the environment, but going first can be a bold move. So, working with packagers and structural pack designers who can strike the right balance between protection and product visibility is key.
Colour choice and its impact on freshness and quality perception
Human perception is significantly influenced by colour, with 80 per cent of product and brand recognition relying on it, with shape coming next (there’s a reason Heinz has stuck with its iconic colour palette and lozenge shape since the 1960s).
And it’s not just about brand perception. In store categories have their own cues, conveying freshness, naturalness and luxury, with certain shades ingrained in shoppers’ psyches. Red and black for red meat, blue for fish, green for fruit and veg, craft brown for bakery. They’re design rules very few producers and designers will move away from, and it’s important to balance on shelf standout with customers’ category understanding.
Of course, there are times when going against the grain when it comes to category cues can work to your advantage. Water brand Liquid Death has built up a loyal following by switching material and format – from plastic bottles to aluminium cans – and rejecting the colourways and imagery of mineral water to borrow from the energy drink category instead. The brand’s packaging design, paired with targeting a generation rejecting alcohol in clubs and music venues, has led to a market valuation of $1.4 billion in just six years on shelf.
Such bold challenging of consumer perception won’t work for everyone, but there are opportunities to break the mould if you’re brave enough, and your sales and marketing insights support it.
Packaging design and sustainability – striking the right balance for your customers
With 55 per cent of shoppers believing that businesses should prioritise sustainable packaging, considering recycled, recyclable and sustainable substrates in your brand mix is more important than ever. But there is a note of caution. Out of those eco-conscious shoppers, 42 per cent say it only matters if sustainability doesn’t significantly increase costs. So, when focusing on materials and recyclability as part of your brand strategy, it’s important to do your consumer research.
It’s important not to make snap decisions that appear more sustainable but create knock on challenges. For example, cucumbers became the target of excessive packaging campaigners who argued that products like apples and potatoes don’t need a plastic film, so why do cucumbers? But research shows that a wrapped cucumber lasts up to three times longer than an unwrapped one, reducing food waste and the need for more regular deliveries which increase the retailer’s carbon impact.
Make sure that if you have focused on sustainability and recyclability as part of your brand strategy, that your customers know about it and what to do about it. For example, supermarket chain Morrisons swapped to vacuum skin trays (VSP) for its premium steak range, eliminating 250 metric tons of plastic per year from its supply chain and increasing product visibility. Clear communication on pack and in store is vital when you make such changes however, to ensure consumers are willing and able to dispose of more recyclable materials successfully.
Legibility and accessibility – making your product work for everyone
Balancing aesthetics with accessibility is a challenge for any brand, particularly when you’re aiming to reduce the amount of unnecessary packaging on your product and grappling with legal labelling legislation around health and allergens. But with 2 million people in the UK affected by sight loss, and many millions more dealing with visual impairments, it’s essential to consider everyone in your packaging design decisions.
Using large, high-contrast text ensures that vital information is legible for those with low vision and avoiding low contrast colourways like white on yellow and low-sheen substrates means brands designed for shoppers with visual impairments work better for everyone.
Finding your way through the brand packaging minefield
Finding the right balance between design, product visibility, product protection and sustainability might seem like an impossible task, but with the right consumer research and the right packaging partner, you can find a way to stand out and keep your product in the very best condition. At Redpack, our vision is to deliver the best packaging for your products, every time, and our expert teams work to find the right solution for every packaging challenge your product faces.
Ready to explore what’s possible? Get in touch with the experts at Redpack now.
[1] International Journal of Retail & Distribution Management: Vol. 48 Iss. 8 | Emerald Insight
[3]Liquid Death’s Billion-Dollar Valuation Stresses The Power Of Brand
[4] Macfarlane unboxing survey – what it means for your packaging
[7]Learn more about sight loss statistics across the UK | RNIB
