Why Packaging Matters So Much for Brand Success

The reputation of your brand is extremely important to any business owner, and there are numerous factors that may play a role in maintaining it. One particular variable that must not be ignored, especially among companies that ship goods regularly, is the role of packaging and the packaging experience in the way customers perceive your brand.

At Packsize, we’re proud to help. We offer an unmatched selection of custom product packaging solutions, including everything from sustainable packaging materials to packaging automation, box manufacturing and more. When businesses work with us, we ensure that their products are well-protected and their brand is represented in the best light possible – both in terms of product quality and customer service. There are a few key reasons why packaging matters so much for brand success; let’s go over some of the top considerations to keep in mind here.

Frequency of Negative Packaging Experiences

Sadly, the reality is that many consumers have had negative experiences with product packaging – whether it’s due to damaged goods, excessive packaging waste or something else entirely. According to a 2021 Consumer Packaging Perceptions survey, as many as one in three Americans had a negative experience with product packaging in the past year. Nearly 20% of respondents had negative packaging experiences just within the last three months!

This number is likely to be even higher among businesses that don’t put a strong focus on their packaging strategy. With so many negative experiences out there, it’s more important than ever to make sure that your packaging is up to par; otherwise, you risk damaging your brand in the eyes of consumers.

This data also revealed that the unboxing experience has a direct impact on purchase likelihood. In the same survey, nearly 25% of people who heard a negative packaging story decided against a future purchase from the vendor in question.

On the flip side, 27% of survey respondents had a positive packaging experience within the last three months — meaning it’s easily possible to have a net positive effect on your brand, provided you’re focused on the right things.

The takeaway here is that packaging matters for brand success – and that’s especially true when it comes to how frequently customers have negative or positive experiences with your packaging.

Common Takeaways From Negative Packaging Experiences

• “I felt they were disorganized or poorly run:” Exactly a quarter of respondents indicated that when they had a negative packaging experience, they felt that it was due to the company being disorganized or poorly run. This is a direct reflection on your brand, so it’s important to make sure you’re staying on top of things
• “I felt they didn’t care about their customers:” 24% of respondents said that they felt the company didn’t care about them as a customer when they had a negative packaging experience. This is another key area where your brand reputation can take a hit, so it’s important to be aware of it.
• “I felt there was a gap between how they advertised themselves and the reality of the experience they delivered:” For 21% of respondents, a negative packaging experience led to feeling that there was a gap between how the company advertised themselves and what they actually delivered. In other words, they didn’t live up to their promises.
• “I became less likely to shop from them again:” In this case, 17% of respondents said that a negative packaging experience led to them being less likely to shop from the company again in the future. This is, of course, the opposite of what you want to happen – so it’s vital to avoid any negative packaging experiences if at all possible.
• “To a significant extent, it negatively changed my view of their brand:” Finally, 7% of respondents said that a negative packaging experience significantly changed their view of the company’s brand. This is the most extreme reaction, but it still highlights the importance of paying attention to your packaging strategy.

How a Positive Packaging Experience Eliminates These Risks

If you haven’t given much thought to your packaging in the past, please don’t assume that it’s too late to have a positive impact on your customers and save your brand’s reputation. In fact, the same research showed that there are plenty of ways to have a net positive effect on your brand via your packaging strategy.

For instance, many people who had a positive packaging experience reported that it led them to make an unplanned purchase from the company in question. This is a direct reflection of how powerful packaging can be in driving sales and growing your business.

In addition, 40% of people said that a positive packaging experience led them to share the story with friends or family members. This word-of-mouth marketing is invaluable for any business, and it’s yet another way that you can use your packaging strategy to improve your brand reputation.

Finally, it’s worth noting that a positive packaging experience can have an indirect impact on your brand as well. In particular, many people who have a positive packaging experience report that it led them to trust the company more. This means they’re more likely to do business with you in the future, even if they don’t need the products you offer right away.

It’s clear, then, that packaging matters a great deal for brand success. If you’re not paying attention to your packaging strategy, you could be doing serious damage to your reputation – but if you focus on creating a positive experience for your customers, you can use your packaging to improve your brand in a number of ways.

For more on this, or to learn about any of our custom, sustainable packaging solutions, speak to our team at Packsize today.