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The importance of shape, or how to design packaging

The approach to products has changed drastically over the past dozen or so years, and delivering the best products possible is no longer enough for consumers. Corporations have realised that high quality of products is only one of a number of factors which influence the consumer’s decision-making process. That is why producers of all kinds of goods focus their efforts on the aspect which has the highest chance of drawing the customer’s attention and convincing them to make a purchase – the packaging. The packaging is supposed to influence the buyer’s psyche in such a way that it forces them to consciously or subconsciously choose the product from among its competitors.

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Designing packaging – or why we choose what looks nice to us

When out shopping, customers spend roughly 5 seconds on choosing their products. In this short span of time, a battle for attention is fought inside the customer’s subconscious. Undeniably, It is nice packaging that triggers more and more impulse buys. While all products vie for our attention from the shelves, very few of them are distinct enough to grab it. As you can probably imagine, it is impossible to identify the most important information about the product during this process. What speaks to us most is certainly the packaging, which is the only thing that helps us single out a product from among a sea of other potential purchases.

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Packaging shape – how to grab the customer’s attention

In addition to the brand and the label, the shape of the packaging is another thing that can make you stand out. It is clear that many producers focus mainly on the graphic side of the packaging, while its shape fails to stand out in any way. Playing around with the shape is sure to grab the customer’s attention quicker in comparison to other products on the shelf.

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Interviews with various marketing specialists reveal that it is easier to sell a low-quality product in nice packaging than a great product with unattractive packaging. Thus, functional and attractive packaging plays a tremendously significant role in achieving market success. Making a product stand out visually with pretty packaging helps customers identify it and is often the deciding factor when it comes to making a purchase.

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Shape manipulation – convenience and marketing

It is also important that the packaging is ergonomic. The technical side depends on the features of the product which are under scrutiny by customers not only when buying, but also when using the product. This applies to its structure, shape and material. These are the aspects with the greatest impact on the convenience of distribution and use. The packaging should improve the everyday product experience by making the product easier to hold or use accurately. Logistics and storage are also not without significance. Product ergonomics and safety have a tremendous impact on company performance and cost optimisation by minimising losses.

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How can mistakes be avoided? – know your target audience

Without question, it is vital for companies to consider marketing during the design process. An attempt to grab the customer’s attention and change their buying decision may either be successful, or a great detriment to the company’s image, as was the case with Dove. What was Dove’s mistake? The brand, known for its projects promoting positive body image, decided to show women what they really look like. However, using product packaging to achieve that end antagonised the customer base, as women perceived the results as unflattering.

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