Tom Spina02.28.18
Creativity in packaging design has always been upheld as one of the key factors in driving consumer motivation to purchase a product. However, while creativity in packaging design will continue to be important in 2018, it may not be enough to drive consumer action.
In fact, a recent survey of 400 Americans, ages18 to 65, found that many features of packaging and label design play a part in how likely a consumer is to purchase a product.
Packaging Features that Influence Buyer Behavior
One of the best ways to influence buyer behavior is to analyze a buyer's behavior itself. Consider the following ways packaging can influence buyer behavior, based on data from the 2017 consumer survey.
- Include coupons and samples. 90% of consumers report that they’re more likely to purchase products that have peel-off labels, such as coupons or samples attached. 68% of consumers say that peel-off labels or attachments make the package more noticeable on the shelf because they literally “stick out” from the package. If your packaging allows it, consider including coupons or even samples of the personal care product on the bottle or container.
- Include complete product information. 60% of consumers report they're unwilling to buy a product if that product's label doesn't contain enough information. In the beauty and personal care industry, that information includes a complete list of ingredients, instructions on how to use the product, and a little about the company itself. Consumers are concerned about harmful ingredients—many favor natural and cruelty ingredients.
- Make your company logo visible. The logo is often one of the most important aspects of packaging design. The logo effectively tells the consumer who they're purchasing from and whose products they can trust in the future if they're satisfied with that product. In fact, 56% of consumers report being drawn to a product because they recognize the company logo on the packaging.
- Get creative with design. Creativity is still quite important for product packaging success. This is because creativity sets a product's packaging apart from the others and is the first thing to draw a consumer's attention. 53% of consumers say bright attractive colors draw their attention to a product.
Know Your Target Audience
Another key to influencing buyer behavior is to know who your target consumer is. Consumers in the U.S. and the U.K. can be categorized as survivalists and selectionists. Survivalists are often older and younger generations who are more likely to look for products that offer value and convenience. Selectionists are more financially stable and quality is more important to them than price.
By knowing your target consumer and which group they're likely to fall into, you can make small packaging design changes to attract their attention. It's essential to know your target audience in any industry, but especially when it comes to marketing in the beauty and personal care industry. The more you know your consumer and what motivates them, the greater chance you'll have of selling your product.
