The Power of Packaging

Packaging Design

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In today’s competitive market, businesses are constantly searching for innovative ways to capture consumer attention and establish a strong brand presence. One often overlooked but a powerful tool in achieving these goals is packaging design. Packaging is no longer just a means to encase and protect a product; it has evolved into a crucial component of marketing strategies.

Why is packaging important?


Packaging serves four fundamental functions: protection, attraction, information, and differentiation. It must safeguard the product from damage during transportation and storage while enticing consumers through its design. Additionally, packaging should provide essential information about the product, such as its features, ingredients, and usage instructions, while differentiating it from competitors on the shelf.

First impressions matter

Packaging is the very first point of contact between a product and its potential consumer. It creates an initial impression that can significantly impact a buyer’s decision-making process. With the average consumer’s attention span getting shorter, packaging design needs to be visually striking and engaging to capture attention within those crucial first few seconds.


A powerful marketing tool

Packaging design has the potential to tap into the consumer’s subconscious and influence purchasing decisions. By using colours, typography, and imagery strategically, brands can evoke emotions, create associations, and communicate the product’s value to the consumer.

Supporting brand identity

Packaging design plays a significant role in creating and supporting a brand’s identity. Consistent and well-designed packaging reinforces brand recognition and loyalty, helping consumers associate the product with its brand values and promise.


Driving consumer adoption

Consumers only have an attention span of 7 seconds meaning your packaging only has 7 seconds to make a lasting impression. 66% of consumers have tried a new product solely based on the packaging’s appeal. Eye-catching packaging can pique curiosity and entice consumers to explore a product further, leading to increased ROI.

Social media trends

The rise of social media has introduced new marketing avenues, and ‘unboxing’ and ‘gift opening’ videos have become increasingly popular. Creative and aesthetically pleasing packaging can attract social media attention and increase the likelihood of content going viral. A well-executed unboxing experience can turn customers into brand advocates, amplifying the brand’s reach.

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The benefits of good packaging

Quality perception

High quality packaging can positively influence consumers’ perceptions of the product’s overall quality. It creates a sense of value and prestige, leading consumers to believe that the product inside must be of high quality as well.

Increased consumer interest

Businesses that invest in strong packaging design have reported up to a 30% increase in consumer interest. Packaging that stands out on the shelf draws consumers in and encourages them to engage with the product.

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Drives purchase decisions

And we have the figures to prove it – packaging completed by Creative Direction for a milk brand saw an increase in sales through Tesco of almost 33%. If that would make a difference to your bottom-line, talk to us now about how we can help. Call us on 0116 216 8626 or email