Why repackage? Among other reasons, surveys say that 70% of consumers make their buying decisions at the shelf* and that 68% of purchases are impulse driven.** These decisions are based on many factors, and in this economy price is usually close to the top of the list, but not always. I don’t know how many times I’ve found myself buying a product I know nothing about, just because I love the packaging. Consumers will often ignore a higher price tag if a product is “counter worthy”. “Counter worthy” meaning that a consumer would be more likely to leave the product on their counter as a kind of showcase or as part of the kitchen décor. That consumer is then more likely to use the product often and develop a relationship with it.
Another factor that comes into play “at the shelf” is functionality. We all want packaging and products that do what they’re supposed to do, and today the possibilities of what you can do with the design of package are endless. However, if it does not function properly, the consumer is more likely to move on to a competitor. On the flip side, if your packaging offers some kind of added benefit that others don’t, you’re already one step ahead. Some of the simplest examples of added benefits would be resealable packages or a ketchup bottle with the cap on the bottom.
Consumer values are also an important factor. They largely refer to a consumer’s sense of responsibility towards the environment. Whether a package is biodegradable, made from a sustainable source, recyclable, or made from recycled goods, it can certainly satisfy this concern in consumers. Creating environmentally friendly packaging these days is easy and it is also becoming a necessity. In a recent study 80% percent of consumers say “they would stop buying products from companies that disregard ethical considerations in their sourcing practices”.*** Another survey says that US consumers would be willing to pay more for environmentally-friendly products.**** Today’s designer has access to so many green resources such as, recycled plastics, metals, glass, and paper products, biodegradable corn-based plastics, as well as natural and sustainable raw materials. Sacrificing aesthetics or functionality to create eco-friendly packaging and products is quickly becoming a thing of the past.
I’ve included some images of packaging that have been recently released in to the market place that lend me inspiration and are also Beautiful, Functional and Responsible. Enjoy!
*Consumer Buying Habits Study, Point-of-Purchase Advertising International and Meyers Research Center
**Point-of-Purchase Advertising International
*** The Economics of Ecosystems and Biodiversity (TEEB) project
**** Green Living March 2010 Mintel study
