In this article we’ll find out which packaging elements can have a positive influence on the perception of packaging
The packaging design world has changed frequently and radically since the 1960s, because various producers have continued to manoeuvre themselves into a defined position, with genuine brand recognition and loyalty from their customer base. So, in this context, it has become essential to understand how end consumers perceive and respond to trends, changes and developments in the sector.
Packaging perception
Packaging – and everything that conveys perception level – plays a critical role in consumer models. When perceptions do not align with expectations, disappointment and dissatisfaction take control. And they can have an immediate and negative impact on the positioning and sales of a product, as well as long-term damage related to a particular brand’s trustworthiness.
This means that perceived value is very important in packaging design, communicated by the combination of emotive and intangible elements. In the branding and packaging sector, these fundamental factors provide customers with new ways to approach and consume products as well as developing loyalty in terms of values and emotional response.
Let’s look more closely at some of the elements to focus on during the creation of packaging solutions and how they are linked to brand perception and the product itself.
Brand positioning
Packaging helps to develop brand loyalty in consumers. The creation of product lines with unique packaging elements allows customers to recognise the brand regardless of sales channel. Differentiation has evolved into a fundamental principle in the modern era.
When making a purchase, the customer will pay a great deal of attention to the quality, design, creativity, colours and materials. When these various parts are used to good effect within packaging development and are consistent over time, the product will become immediately recognisable, creating a sense of appeal in the mind of the consumer. This gives the brand a competitive advantage.
Packaging design and quality
Quality is an interesting discussion area and is an essential concept when it comes to packaging design. This element must be on a par with the goods provided so it can spotlight the product’s features in the eyes of the end consumer.
In the premium and super-premium spirits sector, packaging nearly always reflects the product it contains. Each element must be designed in the utmost detail to ensure the final result is appealing to the consumer, mirrors the brand’s values and fulfils the storytelling aspects that leverage emotional responses – all without forgetting quality.
Perceived value
Now, let’s return to the topic of perceived value. There are a number of ways a brand can align itself to improve or develop its position in the market. This is where rebranding comes in. It will have an effect not only on products but also on values such as the company’s vision and mission, which are essential in attracting new types of target market and where packaging plays a fundamental role.
Another good example of this the limited edition product, which has a high conversion rate as it leverages the sense of urgency and rarity in the end consumer. In this situation, the message conveyed is that if you don’t act now, you’ll miss the opportunity to buy a unique product – and have access to something that most other people do not.
Perceived value can also be influenced by the characteristics and overall appeal of the packaging. Well-designed packaging can stimulate sales and generate positive buzz.
The beverage world is a perfect example of this. Let’s take OryGin, an amber-coloured gin distilled in France which has gold as its predominant feature. Sophisticated packaging was selected for this product to highlight the values it draws inspiration from. A simple bottle, but with a sought-after look, has been sealed with a TapìT-Wood closure personalised with the Color Filling technique. A luxurious product whose packaging is used as a marketing lever to reaffirm the highest level of value perception for the end consumer.
And finally
Your packaging design needs to be flawless. With this in mind, we recommend that you put your trust in an expert adviser who understands both consumer psychology as well as the production process and customer needs. Over the years, we have become specialists in designing closures that enhance and complement product packaging, by creating a range of products and personalised designs tailored to our customers’ needs.
