With the proliferation of technology, the retail environment has witnessed dramatic changes that businesses have never experienced before. The number of brands has greatly intensified, and the same goes for the products. As a result, it has become quite challenging for both existing and new products to lure customers and create a shelf impact. Owing to this state of affairs, packaging has become a more important part of the marketing mix. And brands are making every effort to solve the packaging puzzle.
Some are of the view that words on the packages can drive sales, while others think shapes top the list. Surprisingly, several studies have divulged that copy is actually the least important element of the packaging mix. As a matter of fact, the operative communications ladder puts colors at the top of the list, with form, symbol and copy following in that sequence. So when you carve a packaging for your soaps follow the same hierarchy because it will help you see more sales in the retail stores.
Research shows that on average it takes buyers just five seconds to find and select a product. Finding a product becomes easier when it is more visible to shoppers. The visibility of a custom soap box can be increased by using contrasting colors. Since color is one of the three visual pathways of the brain, it draws emphasis to certain areas by highlighting them, which can prove useful. Besides improving on-shelf visibility, the use of appropriate hues also helps increase brand recognition by roughly 80 percent. Most importantly, it serves as a brand identifier.
Sure, color can work wonders for your brand but it is not the only element that leads to product selection. A unique and attention-grabbing shape also attracts eyeballs because it initiates the cognitive process of brand preference and evaluation. The shape of custom soap packaging also determines the first impression of your product and works as a platform to communicate key features and advantages. By harnessing the power of color and shape, you can generate a quality signal that can significantly improve brand perception. For example, symmetrical shapes work well with passive hues and triangular or diamond shape boxes leave a lasting impression with active shades. Just like color, the form also reflects brand personality so pick the design that improves your soaps’ on-shelf impact.
The most instantaneous way to convey meaning is through symbols. Think of Nike swoosh, Starbucks siren and more. Repeated exposure to such symbols leaves a strong imprint in the minds of the customers. In fact, shoppers intuitively look for products that bear familiar symbols.
The study has revealed that if a custom soap packaging is cluttered with claims to grasp customers’ attention; it is likely to vanish in the sea of similar products. According to The Legacy Printing, an ideal approach would be to print a single competitive point of difference, so potential customers can immediately segregate your brand from the competition. As described earlier, color, form, and symbol help enhance shelf impact, so if one adds more words on their custom soap boxes it will restrict them to use hues, symbols and forms more effectively.
In short, successful packaging design can only be accomplished through a prudently contrived sequence of color, form, symbol and copy.
Angelique Chrisafis is the Guardian’s Paris correspondent. She is responsible for churning out quality articles based on her research while keeping an eye on the tech world. She likes technology, gadgets, and food. Works as an individual contributor to the team.