The benefits of custom packaging are clear and growing

Custom packaging influences buying decisions.

I may be a writer of blogs, but I’m also a reader of them. Recently I ran across a blog on the HubSpot website about custom packaging. As you may know, HubSpot is a company that develops and markets a software product for inbound marketing, which is also called HubSpot. The software has features for social media marketing, email marketing, content management, web analytics and search engine optimization among others. Bottom line is HubSpot is a very savvy marketing company that’s totally immersed in the science and the art of helping businesses get the most out of today’s highly technological world.

The blog I read was entitled, How Product Packaging Influences Buying Decisions. It featured a very cool infographic that cleverly illustrated the main message of the blog. Here are just some of the potent points that the infographic made about custom packaging:

The look and feel of custom packaging.

The look and feel of your packaging is key to its success. That’s why it’s so important to choose typography, colors, graphics and the like very, very carefully. After all, effective design can draw consumer attention, resulting in more time spent perusing the packaging. On this subject, the infographic stated that research suggests that at least a third of product decision-making is based on packaging, along with personal preferences.

The infographic also pointed out that first impressions matter a lot. They generally take about seven seconds. What consumers take in during that short span of time helps to shape subsequent judgments about your product and brand. Which is why information from your packaging needs to be displayed in such a way that delivers it quickly and decisively.

The infographic cited some interesting statistics about the ripple effect that packaging has after a purchase has been made. For example, just over 50% of online consumers say they would likely return to a business for another purchase if they receive products in custom packaging. Businesses have reported a 30% increase in consumer interest when those businesses show a strong attention to packaging.

It also pointed out that a study found that 74% of young adults (18-25) are more likely to share a photo of product packaging through social media when the product has been ordered online. So be sure to show them your product’s best side when you design and create custom packaging for it.

At the end of the day, and at the end of the infographic, a simple but powerful point was made: With careful consideration of your products, consumers and packaging design, you can use product packaging as a powerful marketing tool for your business.  To that I say, amen.

Today, with the advent of new, flexible printing presses, especially digital equipment, companies can dream up most any type of eye-catching, attention-grabbing custom packaging for their products. And there’s a press that can print it on just about any type of material or substrate, including paper, cardboard, vinyl and plastic. That goes for small packages and for large ones, as well as for long- or short-runs. If you can dream it, there’s a printing press out there that can make it come true.