8 Emotional Drivers Influencing Customer’s Buying Decisions

In the golden age of advertising there has never been a more important time to make sure that your brand is putting its best foot forward with intelligent and attractive product packaging. Getting your product packaging right is a useful marketing tool that will help you develop a bond with customers and convey your core values.

At Jam&Co, we’re all about developing end to end brand marketing solutions that get you noticed. We’ve brought together a team of creative minds that have experience in strategy, branding, packaging, print and digital communications. Developing unique and out-of-the-box product packaging campaigns is our bread and butter (and jam). So let’s take a look at why great packaging is important for the products and your brand.

1. Foster brand recognition

Product packaging is your first point of contact with customers, so it’s important to put your best foot forward at this initial unboxing stage. Within the first 10 seconds of viewing your product, customers will make assumptions about your business. To truly communicate your message it’s essential that the packaging is the best representation of your brand.

2. Make an emotional connection

One of the best marketing tools is the ability to create an emotional connection with potential customers to tell your brand’s story. This is your opportunity to develop a bond with the customer by sparking a feeling through meaningful and considered packaging design. Take Kellog’s Special K packaging rebrand as example — not only do you draw an emotional connection to the legacy of the brand but the design helps to create an aspirational feeling of health, nutrition and wellness.

3. Stand out from the pack

So why is packaging design important? Fortune favours the bold, so why not use your product packaging as an opportunity to stand out from the crowd and catch the eye of potential customers. At Jam&Co we pay careful attention to detail during the creative ideation phase and our team is always thinking about how to deliver a point of difference from your competitors. In the oversaturated health food market the packaging for Super Nature Pulses stands out in the frozen health foods aisle. Each product is packaged with clean, bold colourways and a cheeky nod to the brand name with irreverent graphics. 


4. Craft an unboxing experience

There’s a reason why the unboxing phenomenon is going viral on the internet. We’re all familiar with that buzz of excitement when the doorbell rings and your order finally arrives. From the minute your customer cracks open the box and unveils your product, you want them to instantly feel connected to your brand. Once they’ve unboxed your product they’ll want to replicate that fresh new purchase feeling over and over again.

5. Create a product narrative

Your product packaging is an opportunity for you to effectively communicate with customers without overtly telling them what your brand is all about. Through creative packaging you can build your brand narrative. Ask yourself whether you’d like to position yourself as a luxury product, an eco-friendly offering or as a beauty industry expert. Once you have defined your core values, you can begin to instinctively create smart and effective product packaging to match.

Learn more about our creative marketing solutions today

If you’re interested in how Jam&Co can assist with revamping your product packaging designs, get in contact with someone from the team today. We create unique, imaginative and intelligent solutions to truly elevate your product offering. Our team is based in Sydney and Brisbane and would love to hear from you, so give us a call on +61 2 8054 4563, drop us an email or visit our website to find out more about our services.


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