How the outer packaging of a product influences your consumer behaviour

Packaging is important. An excellent packaging can set the tone and value of a brand and play a significant role in directing customer attention, purchase and experience.

Packaging is divided into two parts, one is the outer packaging and one is the inner packaging.

The outer packaging is what we call the box, bag, box, etc. The purpose of this part is to protect the internal product from wear and tear, to facilitate transportation, but of course there is also the pursuit of beauty, the subjective factors of communication, so that now people can also buy beautiful packaging gift boxes online.

Internal packaging is like lipstick, wine bottles and other packaging, the purpose of which is to convey product information, enhance the user's desire to buy and enhance the attractiveness of the product.

In addition to protecting the product, packaging has at least three other functions that can influence consumer behaviour: identifying the brand, enhancing the experience and triggering communication.

I. Strengthening brand awareness

Packaging can enhance people's perception of the brand, bring users a sense of recognition of the brand value and strengthen the brand image and concept. For many fast-moving products, packaging is part of the product, and the process of using them is the process of using the product packaging.

For example, we are familiar with Sprite.

The classic green bottle has become an integral part of the product, and when you see it, you think of the cool, cool brand perception that Sprite expresses.

The design of the packaging also serves to reinforce the brand. For example, in the case of the Ipad below, the packaging maintains the same simple and beautiful design as Apple's products, with only a large image of the product, the brand logo and the product name on the white box.

Second, enhance the user experience

Enhancing the user experience protects the visual experience, the unboxing experience and the use experience.

The Xiaomi packaging below is aimed at the younger generation whose consumption power is gradually increasing, and the packaging feels more youthful and exquisite.

As for the unboxing experience, psychological research shows that users are happiest when they unbox a product. If we can provide a good unboxing experience, it will have a certain significance in enhancing users' recognition of the product and the brand.

Everyone who has unboxed an Apple product knows that the Apple unboxing experience is excellent. The damping of the Apple box, as the box slowly opens and the long-awaited product is revealed in front of them, this unboxing experience with a sense of ritual undoubtedly strengthens Apple users' recognition of the brand.

Finally, good packaging can also enhance the user's experience. The following packaging brings additional value to the user's experience beyond the product itself during use.

Take a closer look at these products. Is the packaging design more attractive than other similar products?