Main Characteristics of a Product Package

A brands target audience often pays attention not only to the quality of the product but also to its package. A package protects a product from environmental and mechanical impacts, supports convenient storage and transportation, and contains information about the product itself. Studies show that over 70% of purchase decisions are made directly in store and package has a huge impact on this process.

How Package Affect Buyers Choices

The choice of products depends on many factors and analyzing each of them would take up too much time and resources. Therefore, our brain picks up the simplest of signals: a logo, name, colors, and emotions communicated by brand identity.

Package is what causes our first impression of a product, and if the cover doesnt match the content and fails to showcase its advantages, it can make the product unpleasant or repelling for a potential buyer. Package and color palette are powerful sales tools.

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