Judging a Book by its’ Cover – How People
Choose Products Based on Packaging
Kids and cats seem
to have this well figured out. We’ve all seen or experienced first-hand the
joy that kids and cats take in taking an “ordinary box” and making that
product packaging into the most exciting plaything of all time. What they
are instinctively telling us, without truly understanding for themselves,
is this: if the packaging sparks the imagination, it almost doesn’t matter
what’s inside.
While they may be appreciating the packaging more after the fact, this
axiom still holds true when we are making our purchasing decisions. No,
we’re not likely looking for packaging we can turn into a rocket ship, but
we are looking for something that reflects our values and distinguishes
itself from the rest of the products out there. So, what does that mean for
those of us who are trying desperately to gain the attention and love of
consumers? Well, it means you need to know a few key things about who your
consumer is and what they value. Let’s break it down.
People want to buy things that reflect and confirm how they see themselves
in the world. How do you as a producer know what that means? Well, you
might do a lot of research, or you might already know who your demographic
is because they are you! For this example, let’s assume the latter. You are
a 32-year-old, college-educated female living in Northern California who is
passionate about organic farming, conservation, and veganism. You’ve
designed a line of shoes using recycled materials that are vegan-friendly.
Are you going to shove these walking works of art into a plain brown
cardboard box with a line drawing of the shoes and a white label showing
the color and size like every other shoe out there? No, of course not!
You’ll likely package the shoes in an attractive, reusable bag with your
logo and an image of someone wearing your shoes prominently displayed in
colors of greens and browns to evoke feelings of calm and earthiness.
You’ll tell a story right on the bag about how you came upon your idea for
these shoes and your vision for your company and the world. You’ll let
people know that the shoes and the bag are handmade in a certified Fair
Labor facility powered solely by the wind and the sun, using sustainable
methods and responsibly-sourced materials that are animal-friendly. You’ll
even tell them that the ink used to print the bag and tags is made from
vegetable products and not fossil fuels. Basically, you’ll appeal to the
sensibilities of your ideal buyer who shares your values.
When that person chooses your product, it’s because it confirms their
beliefs in themselves, that they are passionate about protecting the
environment and they despise oppressive and exploitative labor. Not only
will the shoes become a part of their identity, but so will the bag that
they will use every day to carry their groceries and other items. They will
take pride in knowing that they did not place another shoebox and
extraneous paper products into the great landfills of the world.
This bag among the sea of sameness will be what gets your customers’
attention. The story you tell on that packaging will make them love your
product. Don’t let your packaging be an afterthought, make it an integral
part of your product.
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