Marketers’ primary focus is usually on verbal brand communication. They always produce print and digital media advertising using clever taglines as new and relevant information is continually demanded by websites and social media platforms. The packaging’s message is equally crucial. But, you need to think of what is best and most remembered by the consumers?
The consumers are always visual—the human brain processes visual information in a tenth of a second, 60,000 times faster than text. In addition, nonverbal communication accounts for 93 percent of all human contact, and nonverbal information accounts for 90 percent of all information ingested by the brain. 70% of all human sensory receptors are found in the eye. 50% of the brain is required to analyze images acquired by the eye.
Visual communication is more memorable than spoken communication. This is what permits packaging to sell directly at the point of sale, on the shelf. Other forms of marketing are ineffective at accomplishing this. Advertising may bring customers into the store and prepare them to buy, but the purchase decision is made on the shelf. Customize gift box with exceptional aesthetics has the power to sell products and develop brands like nothing else. After all, most of us rarely purchase a product solely based on advertising. When we get to the store, it is up to the packaging to seal the transaction.
Because the consumer mind digests visual information so fast, it is the initial point of contact the consumers have with your company and the first tool they use to build confidence. You risk losing their trust and, more importantly, the sale if they do not connect with the pictures. The Legacy Printing believes that your brand’s visual aspects must also be consistent with your customers. You risk losing their interest and trust if they are not aligned.
On the shelves of retail stores, various products look the same and mix across multiple categories. Color palettes, graphics, packaging architectures, and overall look and feel are all identical. To elicit an emotional response, packaging must employ unique imagery.
Visual design components can be used to create a unique communication hierarchy in the luxury rigid box packaging. Typography, photography, a distinctive color, one-of-a-kind graphics, and symbols can all be employed to communicate brand messaging quickly. When these elements are integrated, the packaging company produces a powerful visual impression. Here are a few points outlined by the packaging company to guide you better in harnessing the power of packaging visuals to skyrocket your sales.
How to Maximize the Value of Your Packaging
When buyers view a product at a store, the first branded “moment of truth” is the customize gift box in which your product is encased. Most brand communications, whether on TV, digitally, or in print, include the packaging boxes. Therefore, the US-based packaging company believes it is an integral part of in-store decision-making and crucial for breaking through the clutter and distinguishing a product. Even the packaging is a part of the user experience. It is no surprise that the perfect package takes so much time and effort to create.
Several essential factors have been developed based on the experiences of The Legacy Printing’s packaging specialists that assist marketers in creating ideal packages.
Own a Color to Make a Statement
Color is one of the most potent attributes to own, but you might also possess a form, size, emblem, or face. These subconscious “codes” become visual clues that help customers navigate the shelves more quickly. Even if all branding components on a Coca-Cola bottle were removed, most consumers would recognize the brand by the bottle. (You can put your brand color recognition to the test here.) Similarly, if consumers come across a yellow M or a mermaid in a green circle, they would probably know McDonald’s and Starbucks right away.
Keep the Rule of Three in mind
On average, there are seven elements on the front of any luxury rigid box packaging. However, reading those parts takes 4.6 seconds, whereas packages are typically only seen for 1.9 seconds.
To put it another way, packages are frequently “over-engineered.” According to an eye-tracking study, the average person’s eye movements 3 to 4 times per second, and most customers in-store interact with a package for only 1 to 2 seconds. Therefore, The Legacy Printing’s package designers aim to identify only three critical aspects for buying decisions and make sure that they are synchronized with the communication goals. This usually includes the product appearance, the brand or sub-brand, and the flavor of food and beverage or variety in other products such as beauty or antibacterial soap, etc.
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Make use of visuals
To increase engagement, luxury rigid box packaging is given the shortest amount of time possible. In-store packaging earns less than 2 seconds, whereas TV advertisements get 15 to 30 seconds, digital ads get 3 to 5 seconds. Out of all the available communication instruments, packaging has no choice but to be the most effective.
The utilization of images is crucial to this technique. Word processing is a deliberate and slow process. It occurs just at the rate at which you are reading this. On the other hand, image processing occurs subconsciously and is 30 to 50 times faster than reading words. As a result, when explaining components or flavors, “show versus tell” is crucial. Visuals are an effective way to elicit emotional responses while also simplifying and increasing engagement. Words, even precise words, do not have this effect.
Make Short Sentences
Reduce the number of words on the customize gift box from 20 to 10. Reduce the number of people to five if there are ten. Using fewer words keeps people’s attention.
Embrace the mindset of a Shopper
Consider whether your customers are more likely to be in the Discovery, Impulse, Grab & Go, or Considered states. Each shopper mindset has its own set of requirements.
Shoppers with a Discovery attitude, for example, are looking for new things and have the time to do so. Packages that cater to their emotional needs will entice them. Strong brand imagery will entice shoppers with an Impulse attitude. Determine which mindsets are more in line with your customers’ preferences and create packages accordingly.
Ascertain that Shelf Placement is Considered
We’ve already observed that package visibility is influenced by shelf location. If your product is on a lower shelf with less ideal visibility, make sure it sticks out in color and shape. If your pack is adjacent to a strong brand, make sure there is enough difference between the two. Focus on maximizing the brand block with a strong, own-table color key if you’re showing the dominating brand. Alternatively, if your pack is shelved at an unfavorable start or finish of the shelf set, increase color and form to improve visibility.
Make sure the packages are in good condition. To make sure, the US-based packaging company suggests you take the 20-10-5 test and see how you do.
Finally, see how your package performs in the “20-10-5” test.
- To maximize findability at 20 feet from a shelf, the color and shape of your pack must stand out.
- To begin the engagement process, branding must be readily visible at a distance of 10 feet from a shelf.
- Strong graphics are essential for driving engagement at 5 feet from a shelf.
You can always contact the packaging company to find more ways to make your packaging boxes visually powerful and exclusive on the shelves and displays.
