More than 70% of all purchasing decisions are made at the shelf and people purchase products from the brands that appeal most to them, even when that brand is much more expensive. To compete with other successful brands your product needs to carve a place for it’s self and stand out from all the other products on the shelf.
The role of packaging design is to explain the quality of the product inside. It may be a better tasting coffee created in a more ethical way than it’s competitors, or a cleaning product that smells fresher than summer itself. Sell the quality and you sell the product.
Building a story into the packaging is very important, as it conveys brand essence. Your story allows your consumers to connect with your product on an emotional level.
The best packaging is not only visually appealing but also user friendly. It may be made from a more eco friendly material or designed in a way that simplifies a process, such as carrying or opening. This all serves to strengthen the brand and gain consumer loyalty.