By: Zi Wang
Customers often make snap judgments when making purchases. The judgements appear to be made randomly, but perhaps they’re not that simple in fact. Relevant research has shown that first impressions matter, and those impressions generally take about seven seconds. At least a third of product decision-making is based on packaging, along with personal preferences. It can be understood from the above findings that impressive packaging plays an important role in catching potential customers’ eyes and winning them a seven second opportunity for the product.
Then, what kind of packaging would impress potential customers? The article “How Product Packaging Affects Buying Decisions” discusses several factors in detail. The first and most straightforward one is color. The right choice of color can send a proper message to potential customers of what a product is. For instance, bright color promotes a less serious tone, white denotes innocence, simplicity and cleanliness, and black denotes power, control, heaviness and expensiveness. The other factors include quality, creativity, sustainability and functionality of the packaging. We have reason to believe that packaging made by integrating the above factors together would become an important part of the branding of a product to connect with its potential customers.
In light of the above, I definitely agree that an enterprise should value its product packaging. Nowadays, customers have more choices than before. In order to attract customers’ attention, merchants have adopted various methods to distinguish their products from those of their competitors, and an increasing number of them have been aware of the importance of the packaging of their products and have made efforts to improve their packaging. In practice, packaging is like the mouth of a product, which can speak for it and communicate with customers at the point of sale. Especially when customers don’t have a particular preference for a brand or want to try a new product, packaging will play a bigger role.
Therefore, I believe that packaging has become a key aspect of a product that can influence customers’ decisions making. By studying the targeted customers and making packaging according to their preferences, a product will undoubtedly win more customers in the competitive market.