Packaging Matters

Marketing Benefits to Choosing Quality Packaging

Packaging Matters

Packaging is an essential part of the marketing process. It protects the product, it attracts consumers, provides information, and reinforces branding and logo. It’s the ideal surface for placing marketing messages that encourage purchase, information about what’s inside, slogans and highlighting the manufacturer’s name and logo. Packaging is “the silent salesman” in the retail marketing world.

70 percent of shoppers make a purchase decision while looking at a package on the shelf. Studies show premium packaging actually made customers 53 percent more likely to come back for a repeat purchase. Before a customer even opens the box their product came in, before they even try out their new item, they are making decisions about the company based on physical appeal. Packaging sells, pure and simple.


Preparing and promoting a product via packaging is critical to retail competition. In the retail market, a dynamic box may well prompt the first purchase of the product. Because of shelf space competition, a retail product may need a decorative outer box to stand out from the pack. Retail marketing relies heavily on unique packaging to stimulate impulse buying. 34 percent of impulse buys are thanks to packaging – the highest “influencer”, beating out word-of-mouth, online shopping, and even advertisements, is packaging.


Every year, 95 percent of new products fail. The reason is simple: Most customers don’t have the time or energy to weigh the advantages and disadvantages of the products in their shopping carts, so they use a shortcut to make their decision. That shortcut is your product’s packaging.

Your product’s packaging is meant to communicate a purpose: what your brand stands for and what it means for your customer. Don’t miss this opportunity to create a lasting impression on the shelf and in the minds of your customers.

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