How Does Brand Packaging Influence Consumer Behavior?

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  • on February 7, 2019

Picture yourself in your local grocery store browsing the aisles for items that will satisfy your grocery list. Do you grab the label that you are most familiar with, or does something else catch your eye? If so, what was it about that packaging that enticed you enough to make a purchasing decision?

These are all questions that professionals in the retail sector must ask themselves before debuting a new product. It all comes down to the quality of the product, but even just as important quality, the appearance of the product is essential.

“A product’s package can be the selling point for many consumers by delivering a sense of quality while also reflecting the product’s brand image.” Chron reports.

Packaging Reaches Customers

Brands have a chance to express themselves through the packaging they use for their products. It is an effective and easy way to express a brand’s message and image. The packaging that brands choose for their products is a direct representation of the company.

For example, different colors on the label can represent different things. According to Chron, technology products usually come in simplistic packages, that looks sleek and unique depending on the brand. Take Apple, for instance. Apple’s products come in white packaging, with very little branding on the label. All is to be seen is one tiny apple, that automatically registers with customers that it comes from Apple.

Customers associate brands with packaging, so it works towards the brand’s advantage.

Align Package With Brand

Since the packaging of a product is a direct representation of your brand, it is important that the labeling matches up to what your brand stands for, or the message you want to deliver to customers. There have been many incidents in the industry that involves brands losing a large audience following due to poor packaging.

In recent news, Chobani Yogurt has released a brand new, innovative packaging attached to the Greek yogurt brand. It designed a brand new label in order to stand out from its competitors and to make a mark in this food category.

“The brand has freshened its logo and packaging. The new design distinguishes itself from established brands and mimics the more artistic approaches upstart brands have taken.” CNBC reports.

In a similar sense, Diet Coke has debuted a new label with efforts to attract a younger audience. Along with the label, the soda brand has introduced new flavors after working for two years to find out what millennials are eating and drinking these days. This change will occur with a complete company rebranding a crucial move for the brand.

With the hopes of attracting a new audience, both brands are focusing on the importance of labels and packaging in order to push sales and marketing efforts forward.

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Jenny Schecher is a Client Services Director & Social Media Manager at The Millennium Alliance. Jenny is an avid contributor to our blog, Digital Diary, as well as all social media platforms. When she is not writing about digital transformation and technology, she is working with her team to make visions come to life at our events. (and eating all of NYC's best food.) Follow her on Instagram: @jennyschecs or find her on LinkedIn!

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