No matter what it is we’re buying, we’re subconsciously influenced by retail packaging and labeling. When your eyes scan a shelf bombarding you with colors, brands and products, you reach for what you know or love. If there is nothing recognizable, you reach for what looks best to you. In other words, you pick the product you perceive to have the highest value based only on its appearance.
Packaging and Design
Apple’s simple, elegant packaging design and timeless logo trigger emotional responses worldwide. Where would Coca Cola be without their iconic logo and bottle shape? According to Business Insider, first impressions take about seven seconds. That means consumers are often making decisions based on snap emotional reactions. When picking a laptop or a refreshing drink, people rarely go for something they don’t recognize at all.
Recognition and Selection
This quick recognition and selection happens without the consumer even realizing it’s taking place. Still, there are some things consumers actively look for. Convenience and attractiveness are effective packaging techniques that set products apart during those seven seconds. Logos or iconic graphics can make customers remember a personal experience they associate with a specific product. We subconsciously correlate memory-related feelings with the value of said product. For example, if you’ve had a positive experience with a Nike product, seeing the logo most likely evokes sentiments of trust, durability, and assurance.
Feelings Are Important
These feelings are important because they give consumers confidence about their purchase decision. This confidence helps increase the chances your product is chosen. A classic example is when Nike gave Michael Jordan his own line of signature shoes and apparel titled “Air Jordan”. They designed the packaging to be recognizable, even among other Nike products. Jordan appeared in TV commercials for the products. The line also had special edition items within the overall offerings. All of this created a consumer perception of top level value. The perception caused high demand; in turn, consumers were willing to pay higher prices in order to own the best products.
Branding Breeds Success
Companies that are successful in building a strong perceived value have one thing in common: they are committed to understanding and delivering what their well-defined target markets desire. Coordinating superior packaging with the right marketing, delivery, and customer experience will result in the highest levels of perceived value. If done correctly, your product and brand will stand out to the customer in a sea of competitors at the critical purchasing moment.
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