More Than Just Simple Packaging - How Packaging Affects Product Conversion Rates
Conversion rate (CVR) refers to the percentage of consumers who go from visiting a website or watching a product ad to actually purchasing the product. In that sense, all marketing ultimately aims to increase this conversion rate. So how exactly does packaging — that is, product packaging — affect product conversion rates?
Conversion rate (CVR) refers to the percentage of consumers who go from visiting a website or watching a product ad to actually purchasing the product. In that sense, all marketing ultimately aims to increase this conversion rate. So how exactly does packaging — that is, product packaging — affect product conversion rates?
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How does packaging influence consumers’ purchase decisions?
Source: thedieline
- According to a survey by global market research group IPSOS, 72% of consumers said packaging design influences their purchase decisions. In particular, 81% said packaging design is an important factor when buying gifts. There are countless products on the market that serve the same function and purpose. Attractive packaging is a key element in drawing consumer attention among all those competing products.
- A study published in the European Journal of Social and Human Sciences found that more than 50% of consumers believe packaging reflects product quality. In other words, consumers do not simply buy a product because its premium or attractive packaging looks nice; they also assume the product inside is likely higher in quality.
- From the consumer’s perspective, don’t online sales volume and customer reviews have an absolutely decisive impact on purchasing decisions? Except when repurchasing a product they already know and regularly use, especially in online shopping, what “other people say” about a product matters a great deal. How many people bought it, and how good the ratings are.
Social media, branding, and packaging
What should you consider in package design to boost conversion rates?
What kind of packaging increases conversion rates? What factors should you pay attention to when designing it? Let’s take a closer look one by one.
1. Packaging colors that reveal the product color
Source: 99designs
Packaging color is one of the most basic and important elements of packaging. Consumers first distinguish a product from others through its color. In addition, each color used on packaging can convey a message about the brand and product. Red is often used to express energy, blue to convey trust, and green to represent balance.
What is the packaging color of 2022?
2. Safe and suitable material
Source: 99designs
The material of the package is a crucial factor in preventing product damage. In general, the more expensive the product, the more premium the material tends to be. Research shows that consumers are generally more attracted to packaging made from premium materials. Therefore, if you choose a suitable packaging material that fully protects the product, consumers will also rate the product itself more highly, which positively affects conversion rates.
3. A font style that catches the eye at a glance
Source: thedieline
Fonts are also an essential design element. The information printed on a package can either provide appealing details that lead consumers to buy, or conversely create misunderstandings about the product or brand. Above all, the font used on packaging must be easy to read. Depending on font size, layout, and style, the same text can create completely different design effects.
4. Required product information
Source: 99designs
Printing accurate product information on packaging is also very important. In particular, for products such as cosmetics or food, the information printed on the package itself may be a direct factor in whether a customer decides to buy. You can also add the brand’s website or social media accounts to create additional marketing effects.
5. Background images that spark consumers’ imagination
Source: thedieline
Using an image rather than a single solid color as the background of a package design can also be a very effective strategy. Backgrounds such as mountains, beaches, or upscale residential areas are especially effective because they create a lifestyle image and stimulate consumers’ imagination. That is why many cosmetics companies use background images, often to suggest affluent or luxurious product imagery.
Elements of a “good” package that affect conversion rates
Let’s also look at a few other elements that positively affect product conversion rates.
1. Product protection for a better customer experience
Source: thedieline
Damaged products, and the exchanges or refunds that follow, not only significantly reduce customer repurchase rates but can also lead to negative ratings and reviews. That is why it is important to use safe packaging materials to prevent product damage.
2. A memorable unboxing experience
Source: thedieline
When designing product packaging, it is important to consider the consumer’s perspective when receiving and opening the package — in other words, the “unboxing experience.” A good unboxing experience leads to a positive impression of the product itself. You should keep in mind that the customer’s brand experience begins the moment they start unboxing.
3. Eco-friendly materials: both a practice and a trend
Source: 99designs
Eco-friendliness is not only practical, but also one of today’s major marketing trends. Use eco-friendly materials, and let consumers know about it. Consumers will form a better impression of the brand and trust both the product and the brand more.
Learn more about eco-friendly packaging
4. The right size for both the environment and the product
Source: thedieline
Choose packaging in the right size so that the product is not “overpackaged.” This is an issue tied not only to environmental problems caused by unnecessary waste, but also to the risk of product damage. Use a box size that matches the dimensions of the product inside.
Learn more about overpackaging
5. Guidance on recycling
Source: thedieline
Use recyclable packaging materials and clearly explain how to recycle the package. Show customers that each element of the packaging has been carefully considered. Whether something is recyclable can be a very important decision factor for consumers.
6. Social impact aligned with value-driven consumption
Source: 99designs
In an era when “value-driven consumption” is mainstream, consumers want to buy from “good” companies. They are not simply looking for products with good value for money; they want to buy the “value” behind the product and share it. Tell consumers what positive impact their purchase from your brand can bring to the world. In fact, complete your packaging by collaborating with partners who can help realize your brand’s good values, and through that, complete the story of your product and brand.
Have you heard of “brand packaging”?
Packaging has a direct impact on product reviews
Product packaging directly affects the ratings and reviews left by buyers. The packaging’s unboxing experience makes consumers feel that the money they spent on the product was well worth it. As a result, consumers who have a positive experience will naturally share it on the product page or their personal social media accounts. Accordingly, packaging that is both visually appealing and sturdy can increase product conversion rates and repurchase rates.
So how can you design “good packaging” — packaging that increases product conversion rates? At Packative, we provide every service you need from A to Z for packaging production quickly and easily. If you’re not sure how to begin designing appealing packaging that boosts conversion and repurchase rates, start by consulting an expert!