No matter how great your business idea may be, the packaging you put it in matters. In fact, in a recent US study, 72% of individuals admitted product aesthetics had a direct influence on their purchasing decisions. This being said, when it comes to product marketing, it’s important that you have the design aspects down to a T.
Key Statistics
- 81% of consumers say they tried a new product, purely based on the fact it had nice packaging.
- 30% of businesses surveyed reported a positive impact on sales following a product rebrand.
- Carboard packaging is preferred over plastic, according to 67% of surveyed individuals.
- 58% of UK adults said they were happy to spend more on products if their packaging was eco-friendly.
What Different Colours Mean
Colour psychology is a widely studied topic and when it comes to designing your packaging and product marketing, this should be a key consideration. This area of expertise looks at what different colours mean and the psychological impact they have of us as individuals, among other things.
Below, we’ve broken down some of the key colours many brands use within their packaging and what these mean to your audience:
Black
In a recent study, 51% of individuals say they associated the colour black with sadness. Nevertheless, some colour psychologists say that this shade is often used to represent certainty and convey authority. Black is symbolic of mystery, power, elegance, and sophistication.
White
White has a mixed representation. Some people say that this shade depicts innocence, cleanliness, simplicity, and minimalism. If brands aren’t careful with their design choices, however, white branding can often appear cold and lifeless.
Red
68% of people surveyed said that red represents love. This is hardly surprising considering all of the mass marketing surrounding Valentine’s Day. Red is also said to depict health, life, and courage, as well as war, anger, and danger. It’s all about how you use it!
Blue
Blue is said to represent freedom, intuition, imagination, and inspiration. This makes it well suited to colourful, more playful brands. Of course, it’s important to remember that there are many different shades of every colour. For example, navy blue is often used within corporate branding.
Yellow
Yellow is a great colour to utilise if you’re looking to give off nothing but happy vibes. This shade depicts innovation, fun, and originality – perfect for children’s brands for example!
Pink
The colour pink is utilised across a wide range of industries, however, it’s often associated with makeup brands such as Benefit and Kylie Cosmetics, for example. Depicting sincerity, femininity and empathy, pink is the perfect companion for businesses looking to appeal to this kind of market and beyond!
Defining Your Target Audience
When it comes to product marketing, it’s imperative to get to know your audience. What are their likes and dislikes? What do you imagine their personality to be like? How much disposable income do they have? The list goes on. You should also work on segmenting your market. In some cases, you may even require different packaging for the different countries you serve.
Once you have a clear vision of your different audiences, you then have the foundations to begin making design decisions. It’s at this stage that you can consider the materials you will use, the colours that best suit your brand, and the usability of the product.
Knowing where to start with designing packaging for a new product or business can be tricky. With the help of an external agency, like VerriBerri, we can offer a non-bias, fresh and knowledgeable perspective. Our specialist graphic design team will help you to finetune your product, ensuring that your launch is nothing but successful!
Eco-Friendly Packaging
As time goes by, brands are becoming more and more conscious of their carbon footprint. In fact, in 2023, we have seen many household names make the switch to greener materials. Whilst eco-friendly options are usually more expensive than ‘traditional’ solutions, it’s vital that you give this area consideration nonetheless. There are lots of different options out there, some more affordable than others.
Not only does opting for a more sustainable design help to reduce emissions, but it will also work wonders for your reputation too. It never looks good to be the last one within your industry using planet-harming ingredients or packaging. Staying ahead of the curve is crucial and your packaging options are no exception!
A few examples of eco-friendly packaging materials include:
- Biodegradable packing peanuts
- Recycled and recyclable air pillows
- Recycled and recyclable cardboard and paper
- Mushroom packaging
- Biodegradable plastic
- Edible films
How We Can Help
Based in Essex, VerriBerri has over 14 years of experience providing marketing and design help to a wide range of businesses. Operating internationally, we have a real grasp on a vast array of different markets and consumer groups. What’s more, we’re multi-award-winning too!
Within our expert marketing team, we have a department dedicated to graphic design. Product packaging and building brand identities is what we do best! Whether you’re a start-up or an established brand in need of a refresh, our team will work with you to bring your vision to life.
Contact Us
Curious to know more about our product marketing services? For more information about working with our design team or utilising any of our other marketing services, get in touch!
Simply fill out our contact form today by clicking here. Alternatively, give us a call on 01376 386 850. We can’t wait to hear from you!