Trust is a critical element of sales. Certain factors establish trust between a consumer and producer and ensure transactions Product packaging is one of the most effective and essential tools used by companies to sell their product. The term refers to the wrapping used by manufacturers to make their product stand out. Other purposes of this wrapping include protection, proper shelf storage, provide information, help identify the product and facilitate the efficient upkeep and marketing of the item.
Companies spent a large amount of money and effort on developing the most efficient and workable packaging. This is vital in ensuring that customers develop a familiarity with the product and can quickly spot and buy it while browsing the shelves. Thus, the producer needs to come up with a package that ensures that the consumer is attracted to it. Sales can only be made if the consumer is interested in the product. Revenue is only generated if the consumer develops a trust for the particular commodity, and repurchases it.
Why is packaging essential for the consumer?
In the introduction, we established how it is practically viable for the company to focus on product packaging. Now we will discuss why it has an equally significant impact on the consumer and how it psychologically prompts them to trust and buy a particular item.
It portrays the brand image, sets up the customers opinion of the product, informs them about the standard of the company, educates them about the product; effectively crucial in making up the mind of the buyer. The presentation of the product enables a customer to view the product as worthy of buying or not. If the product is enclosed in a sleek and fashionable and aesthetic container, the customer will automatically assume that a reputed and well-set company makes the product. Here the factor of the brand image comes into play. Customers prefer brands over other products. If you can make your stock look high end and appealing, a tactic used widely by brands all over the world, the customer will trust the product and buy it. So, as stated before, the company needs to focus on the cardboard boxes that make up the wrapping of its products and make them into tempting objects the customer cannot resist examining.
7 Reasons why people trust packaging:
- It helps them identify the standing of a firm. It is not an informed decision, but a mental image that makes them biased towards a particular product. Brands have the advantage of being recognized and established as trustworthy suppliers.
So if the product is branded, the customer will not hesitate to buy it. Therefore, branding the product is a key focus, and once the brand is recognized, people will decide to buy it before even browsing for other products.
Customers are attracted to innovation. Companies that innovate their packing designs can be sure of customer attention. People trust any product that seems viable, and they assume that it is worthy of buying. For example, the recent plastic waste crisis has gained considerable public attention.
Companies that wish to gain the trust of the consumers and show that they share the same concerns as the customer has reduced plastic in their packaging. Notable examples are Nestle, McDonald's, and Walmart etc. customers will see that the company cares about their beliefs, and will buy the product.
- Another reason why consumers trust packaging is the fact that it is the only contact they have with the company before buying, in most cases. In a mart, people see the packaging of an item and decide to buy it, rather than talking to a company representative.
Therefore, the packaging should be informative enough to guide the consumer. If the product guides the consumer properly, they will be likely to trust the company. They will trust the packaging and buy it.
- If the product connects to the buyer on an emotional and logical level, they will trust it. They will trust the packaging if it appeals to their minds. The wrapping should communicate the benefits of buying the product, and for this, use appeal to tempt the customer. The product printing should be sufficient enough to provide the consumer with information to relate with. They will trust the product only if they believe that it is right for them.
- People like that the thing they buy expresses itself as theirs. This is an easy task these days, owing to the spread of online retailing. This has allowed people to buy online, and more importantly, purchase customized items.
As in the case of things like wallets, vapes, watches etc., the consumer can easily ask the company to provide them with a custom made product, instead of buying whatever is available on the shelves of the store. They will trust the commodity if it is a custom boxes. Hence, they will believe the product before they even use it.
- Another reason why people trust packaging is that it allows them to view the product, and they can themselves observe it and then make a decision. If they trust the packaging, they will believe the outcome. Hence, the packaging is made as informative and trustworthy as possible.
- Lastly, the reason why a buyer will trust the packaging is because they believe that they know about the product they are about to buy.
They have an idea and understanding of the type of product, and if they feel that the merchandise enclosed in a special packaging appeals to the image they have in their head, they will be more interested in buying it. Thus, they will again trust the packaging based on its overview, rather than testing the product.
Hence it is established that the packaging sways consumers before they even make conscious decisions to buy the product. They will automatically form an opinion of the product and will buy it if their perception of the product matches the physical presentation of it.