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The Impact Packaging has on Consumer Purchase Decisions


When it comes to buying products, consumers face a myriad of difficult choices. From which item to buy, to which brand they should consider, to even where to buy it, shoppers have to be able to make several decisions before they can make their purchase. But underneath these commonly considered factors, there’s one that’s often overlooked as a decision entirely. That’s perhaps because this decision isn’t made by the consumers, but seemingly for them—professional, enticing, and functional packaging.

What exactly does packaging do? Why do customers react so strongly to how a product looks or what type of packaging it comes in? How does it actually affect a product’s ability to sell? Let’s explore these questions with some basic truths about the impact of packaging on consumer behavior and what you can do to leverage it in your brand’s favor.

Packaging Is A Product’s Most Important First (And Perhaps Last) Impression

One of the most important decisions a consumer must make is whether to shop for a product from an online store or from the store shelf. While both options present their own unique advantages and disadvantages, a consumer, in a perfect world, first researches, weighs their options carefully and then makes an informed decision about which option is best for their needs. That’s their assignment. But no one actually likes homework. So what do consumers actually do? They look at the packaging!

No matter whether they purchase their item online or in-store, in the extremely brand-conscious world of today, it’s the job of the product maker to create or source packaging that optimally accomplishes 3 goals:

  1. Provides an aesthetically pleasing look that attracts consumers, builds confidence in their product, and promotes brand awareness.
  2. Encapsulates the entire function of the product within a self-contained unit by protecting it, enabling its function, or preserving its use.
  3. Demonstrates product value, efficiency, ingenuity, and/or brand resourcefulness.

These three simple directives can help a brand remain ethical, relevant, and flexible, regardless of its target market or the location of the sale. Why? These are three values that consumers from all demographics increasingly see as vital components of a trustworthy and worthwhile company. In order to thrive for decades to come, brands need to employ every resource available to provide their customers with the type of packaging they want, not just the type of packaging they’re used to. 

That’s why we here at Kaufman Container have dedicated decades of time to perfecting these packaging solutions for brands, both conventional and custom. They’re not just necessary, they’re often crucial to a product line’s success or failure. Without a dedicated and experienced packaging team working to create what your customers see first, you run the risk of never ending up in their carts in the first place.

Unique Decorating & Custom Solutions Can Make You Stand Out: 

It’s not only the packaging’s construction or listed materials that customers pay attention to. It’s also the information printed on the packaging itself! The following are some of the many custom packaging options available to our clients:

  • Screen printing (silkscreen printing):  A form of decoration where ink is directly printed onto a container.
  • Hot stamping (roll stamping): A decorating technique where a metallic foil/pattern is stamped or rolled onto the glass or plastic container
  • Shrink-sleeve labeling: A labeling process in which a full “sleeve” label is applied to a container. The label is then shrunk onto the container through a heat or steam tunnel.
  • Pressure-sensitive labeling: A decorating technique where a label is hand applied or automatically applied to a container. The label simply requires pressure to form a bond between the adhesive and the product.

Packaging Survey Says, “Sustainability Should At Least Be Seriously Considered”

As mentioned in our previous article from March, 67% of buyers find it important that their purchases are in recyclable packaging. They care about what goes into the products that they buy, and the packaging is usually the first component scrutinized. While it isn’t completely necessary to make sure your product’s packaging is more sustainable, that already-high percentage will be increasing over the next 5-10 years. When looking at a product, the average customer now almost expects to find some sort of sustainability notice on the packaging. 

When It Comes To Packaging, We’ve Already Done The Research

Struggling to connect with your existing market on the right type of packaging? Are you in the prototyping stage trying to guess what your future customers will want? Regardless, Kaufman Container can help. Our experienced packaging staff will help guide you through your project, from start to end. No matter the type of packaging, we never fail to ensure that it's optimized to your team’s satisfaction while providing the exact look and function that your customers are looking for.