Packaging as a Powerful Marketing Tool

According to UK-based Guild of Jewellery Designers, researchers are alluding to the power of packaging as it can affect a buyer’s emotion. The group cited a research project at Zeppelin University, which found that packaging stimulates feelings of happiness and motivation. A separate study showed that three packaging components affect customer response the most: Colour, text and logo or illustration. 

US-based consultancy firm Smithers meanwhile revealed that technology will play a major role in the growth of the packaging sector. It indicated four principal drivers: Using packaging to “premiumise” a product; creating consumer connection via personalised and customised print; the growing importance of consumers in non-traditional markets; and engaging with an online sales culture.