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What makes custom packaging such a big win for brands? The answer comes down to the psychology of the buyer. First, brands shouldn't feel overwhelmed or intimidated by custom packaging. While stock packaging options might seem like they offer the easiest route, the reality is that going with generic bulk packaging actually requires brands to make concessions. This ultimately means that brands are compromising in ways that inhibit creativity, reduce customization for the customer, and create discord between product and package. Next, take a look at where psychology meets branding with custom packaging.

The First Impression

Brands should view a customer's first encounter with product packaging the way they would view any type of interpersonal encounter. After all, the goal is to make a personal connection that leads to brand trust and loyalty. According to marketing researchers, brands have just seconds to make strong first impressions. That means that packaging has to attract, impress, and instill trust at first glance. What are some ways to achieve this? Consider these branding points for packaging:

• Packaging should appear sturdy.
• Packaging should appear intentional. This means that the box should "match" the product.
• Packaging should be properly branded for easy brand identification.
• Packaging should make clear what a product is, does, or offers.

Of course, a great first impression is always happening on a subconscious level. Many customers don't even realize that they are "shopping for packaging" when they're shopping. However, those subtle signs of quality and attention to detail ultimately shape a customer's perceptions of a brand in a way that is very difficult to reverse.

Using Color as a Powerful Influence

Color is typically the first thing a person notices about any object. The truth is that color has a big impact on everything from mood to buying decisions. Different colors activate different parts of the brain tasked with various feelings and motivations. The simplest rule to follow about using persuasive packaging is that people are often attracted to striking colors that "jump out" at them. This doesn't necessarily mean that every brand needs to choose neon colors for its packaging. However, it does mean that brands should be intentional when selecting colors. Here's a quick rundown of the feelings created by some of the most popular colors used in brand marketing today:

• Red: Red is a powerful shade that actually stimulates feelings of excitement, arousal, impulsiveness, and strength.
• Black: Classy and sophisticated, black brings on feelings of prestige and glamour.
• Blue: While lighter blue is considered calming, darker blue brings on feelings of clarity and seriousness.
• Pink: Pink creates feelings of romance, whimsy, and comfort.
• Green: Considered an eco-focused color, green is seen as a natural and refreshing color with wholesome undertones.
• White: White creates feelings of cleanliness, freshness, simplicity, and elegance.

All of these colors can be incorporated into packaging themes. However, brands shouldn't necessarily go "all in" on a color just because it evokes the feelings they want to create in customers. Choosing colors that stray from your established branding colors can make your products unrecognizable for customers. That means you're missing out on an important branding opportunity!

Shape, Structure, and Configuration

The shape of packaging really ties color for first place when it comes to creating a first impression among customers. Why does the shape of packaging matter? What's really being discussed here is a matter of conventional versus unconventional. Shape matters because it sets up expectations for your brand's sensibilities. For instance, a square box sets up an expectation of being very conventional. A triangle-shaped box may set up the expectation that your brand innovates. The decision about which shape to go with ultimately comes down to the impression your brand is attempting to make. Do you want to be a sturdy, stable choice? Do you prefer that your customers expect the bold, daring, and unexpected? The seemingly simple decision about which packaging shape to go with really can dictate where customer impressions land from the first glance. Here are some other quick considerations to remember when choosing packaging shape:

• When choosing unconventional packaging shapes, always value function over form. Customers won't appreciate shapes that don't actually match the shape of the product.
• Avoid a situation where you have unusable space in your packaging due to the shape of the design.
• Avoid a situation where products are being "crammed" into packaging to fit a specific aesthetic.
• Consider shipping costs. Price out the way that different shapes will impact the price to ship for each item.
• Consider how package shape will influence your ability to stock items in warehouses.
• Consider how different shapes impact how products are displayed on store shelves.

Making your product seem unique using product packaging that deviates from the norm is a strategy for creating a strong first impression. However, this strategy is only as good as your brand's ability to keep packaging highly practical. Don't sacrifice usability for the sake of novelty appeal.

Sensory Experiences

This is the age of the great unboxing. For many customers, the experience of experiencing a product after it arrives for delivery is almost as satisfying as actually using the product. This is why brands need to consider the unboxing experience more than ever before. The goal is to engage as many senses as possible in a pleasing way.

Touch

Packaging texture is important. Generally, exterior packaging should be thick and sturdy. This signifies that the item inside is worth protecting. It also sends the signal that the well-insulated product inside won't be defective or jostled. It's also important to pay attention to the impression made by interior packaging. This often means using softer, smoother textures that create an elegant "unwrapping" experience. Modern product packaging offers so many great options for creating a satisfying experience for touch. Different coating and embossing options can create shiny, slick, matte, or velvety textures that make packaging feel extremely regal. These additions also help to prevent rips, tears, or water damage from ruining the first impression a package makes.

Sound

What does the sound a package makes have to do with a first impression? Packaging that causes irritating, jarring sounds as it's being opened creates an immediate negative connotation. By contrast, smooth and velvety sounds create a soothing and appealing first impression.

Eco-Friendly Touches

This just might be the most important point to cover when making a first impression with customers! Customers are increasingly demanding eco-friendly packaging when making purchasing decisions. People feel that their purchasing decisions reflect their values. When brands are wasteful with packaging, it shows that they do not value the importance of sustainable practices. Packaging that appears too large also shows a lack of planning and care on the part of the brand. Customers also dislike seeing excessive use of plastic, excessive packaging materials, and materials that are clearly not made from recycled parts. One of the biggest "pet peeves" among customers is when brands leave them with excessive amounts of packaging waste that cannot be recycled. Making it clear that packaging is efficient, not wasteful, responsibly sourced, and able to be easily recycled from first glance is one of the best ways to create a positive brand impression.

Unique Touches

Smart brands infuse some "wow factor" into their packaging plans. What does this look like? Brands actually have a few ways to make custom packaging stand out. One of the best ways is to add some type of personalized message. Using fun quotes, pieces of trivia, statements about brand value, interesting statistics related to a product category, and more can all engage customers from first glance. It's also known that customers respond positively to packaging that features images of people or animals when compared to text-only packaging. Product ratings and reviews can also be very compelling when they are placed on packaging.

Making a Plan for Custom Packaging

Beautiful custom packaging that grabs a customer's attention doesn't just happen. Brands that are winning at the first-impression game are strategizing to create packaging that activates all the right senses for making a sale. At Mid-Atlantic Packaging, our team of packaging engineers and experts has helped countless brands launch plans for product packaging for all budgets, scopes, and product categories. Book your custom packaging quote today!