The Power of Packaging and Customer Perception
Whilst sipping my cup of tea and chewing over a few biscuits this morning, I came across an article which outlined some reasons why packaging can increase sales (You can find it here). Although I completely agree with some of the statements made about emotional response and customer interest, one of the points that wasn’t covered very well was the impact of customer perception. If a brand sells luxury products, it needs to reflect this in its packaging and personality, and most customers will notice this and form their own impression of the brand and it’s quality. However, their are instances where businesses use packaging as a way to deceive potential customers and get them to believe that something is of higher quality than it is. This is where the power of packaging comes in. If a design can lead a customer to believe that their products are of a better standard than that of a cheaper, less interestingly packaged product, then design can, and really does alter customer perception for the good or the bad.