Packaging—Your Brand’s First Impression on Consumers

Packaging is more than an afterthought. Yes, it needs to protect the product inside during shipping and the buying process. But, it’s more than that. The package is who you are as a brand. The first thing customers notice about you. Packaging can have a huge influence on buying behavior.

It’s been reported that 60 – 70% of buying decisions occur in the store.^[1] For someone who has never heard of your brand, packaging is the first impression—the way they determine good, bad, average in real time.

According to the Enrenberg-Bass study, the average consumer spends 13 seconds purchasing a brand in stores. Packaging should clearly communicate what the product is for and who you are as a brand.

What should good packaging do?^[1]

• Attract consumers
• Create the impulse to buy
• Invoke anticipation
• Trigger certain emotions
• Satisfy immediate needs

What can help you achieve these goals with packaging?

You can attract more consumers and/or cause someone to make an impulse purchase by using specific elements such as:

• Images, typography, print styles
• Unique shaped containers
• Distinctive written material
• Color^[2]
  • More than 80% of consumers cite color as the primary driver of purchasing decisions
  • According to an article in Inc. Magazine, 75% of snap decisions about buying products are based on color
  • Color evokes feeling
    • Many buying decisions are based on emotion and nothing else
    • Color induces emotions and attitudes about products even if the consumer knows nothing else about the product
    • Color communicates and establishes expectations

Why is Sullair talking about the importance of packaging?

Compressed air is widely used in many packaging operations. It’s an essential part of helping you create packaging that helps your products fly off the shelves.

What’s not in a package is just as important as what’s in it. Product contamination in packaging can ruin your reputation and, in some cases, have legal consequences.

Keeping your compressed air clean and dry is a crucial part of packaging operations.

Here’s an example of what can go wrong if your compressed air system is not appropriately set up and maintained:

In 1997, a consumer packaging expert found mineral oil in a vacuum-sealed sausage package. Hydrocarbons were present in the compressed air stream which entered the packaging equipment and then injected the lubricant into the packaging.

This event was widely publicized and caused several countries to develop and enforce more stringent guidelines for packaging operations. Not to mention, caused serious harm to the brand’s reputation.

Packaging is so important to your brand. That's why it's vital to invest in and maintain all equipment used in packaging applications.

Sullair can help!

Sullair has a broad line of compressed air solutions fit for the packaging industry.

Plus, with Sullair, you get more than just a reliable compressed air solution. You get 24/7 access to true compressor experts that can help you determine what the appropriate setup and maintenance is for your operation.