You may think that packaging is just a means to an end; a way of protecting a product as it gets transported from one place to another. But actually, packaging plays a key role in the customer experience journey, and can create either a positive or negative impression of a business overall.
Protection
The main role of packaging is to protect the product inside. Well-designed, appropriately sized packaging prevents dents, scuffs and breakages, which reinforces the customer’s trust in the business.
Branding
Packaging is an excellent way to promote the business brand. Cardboard packaging such as capscases.co.uk/services-2/sustainable-cardboard-packaging/, for example, can be personalised with a custom design including the business’ logo and colour palette, helping to reinforce that all important brand awareness.
Indeed, customers nowadays generally expect a product to arrive in nicely designed, aesthetically pleasing packaging, which is both visually appealing and practical.
Sustainability
Shoppers are increasingly concerned with shopping in a sustainable manner. This can include factors such as expecting products to arrive with minimal packaging, eco-friendly wrapping such as cardboard which can be recycled, and a low carbon footprint.
As a result, businesses are generally turning towards more sustainable, environmentally-friendly packaging and aren’t afraid to say so as a win-win marketing tool.
Cost
Lastly, it’s important to note that customers generally don’t want to pay higher prices to accommodate packaging. Keeping packaging as small and minimal as possible allows businesses to keep prices low while ensuring the safe transit of items from A to B.
