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How product packaging is impacted on the successful marketing of the product?

The world is a big shop as it were and it is the external image of your product that is so important. If your product does not look alluring from the outside chances are that people would not even feel interested in looking at it let alone buying it. This is the reason why product packaging design has become so important in this day and age. It is the packaging that is going to grab the attention of the most important person for your continued existence as a business – the buyer. Research has indicated that the effect that product packaging has on buyers goes beyond mere aesthetic appeal.

In fact, it has been seen that innovative packaging design can actually change the very perception that people have regarding your product. Even when people have removed the outer covering of the product and used it on a few occasions in order to get a fair idea of how good the product is packaging can still play a major role in determining how people respond to it the next time that they see it. This is the reason why it should come as no surprise that businesses are now placing a lot more emphasis on packaging their products.

In fact, it seems to be at its highest point right now.

What has research found out?

In a recent research done in London on this particular topic, it was seen that products, which were otherwise the same, experienced differences in ranking for the simple reason that the better ranked were ones that were packaged better as well. In some cases, it was seen that the difference was as high as 35 percent. In the research, it was also seen that packaging had an effect on the senses of the buyers in question. In case of perfume, it was seen that people found that the same perfume smelled nicer when it was packed inside a box that looked better.

In fact, the difference was found to be as high as 60 percent. Similarly, the difference in case of wine was observed to be at 53 percent. Once again it was the elegance of the container that did the entire trick in this case. In fact, the effect of packaging on the senses of the buyers can also be judged from the fact that, on an average, people were willing to pay thrice more in case of the same product but only if it was packaged better.

How do people respond to packaging?

The researchers also asked people as to what they thought of packaging with regards to shopping. 73 percent of the correspondents stated that for them this was a determining factor indeed. It seems that packaging seems to convey an idea of the product’s superiority to the buyer when the contrary may be true as well. 59 percent of the correspondents said that while choosing a gift they would always go for a product that may actually be inferior but is packaged well compared to a good product that is packaged poorly.

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