In Part I, we covered how multisensory packaging affects the human brain. Although, this may play a central role in the decision to buy or not to buy, the question of brand loyalty remains: how does the quality of packaging affect brand loyalty?
Positive Emotional Response Creates Loyalty
In an article published by Psychology Today titled How Emotions Influence What We Buy, Dr. Peter Noel Murray writes: “Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes.” It’s not the actual quality of the product, but how we feel about it that counts. The first stop, how does it make us feel? It is the packaging that gives the consumer that first experience.
Quality Packaging Creates Feelings of Trust
When it comes to packaging, the quality of your packaging matters more than you might think. When you show that you care about your product, others will care too. In addition, quality packaging creates trust in the consumer because it becomes a sign of what’s to come. An article from Multi Channel Merchant explains that “Premium packaging that goes above and beyond the norm makes consumers remember the brand and think highly of it” (read more).
Premium Packaging Creates Excitement and Satisfaction
Fun, creative, multisensory packaging creates a sense of excitement in the consumer. The satisfaction of taking the product home, unwrapping it and experiencing those emotions of ownership plays a central role in brand loyalty. Premium packaging from the get-go creates a perception of value in the consumer’s brain. This starts before the product is even purchased. It is that perception of value that will ultimately lead to long-term loyalty and satisfaction. For more on how Scodified print can create perceived value, refer to the article Luxurious Packaging in the Digital Age.
In general, what you choose to package your products in is another language to communicate the value of the product to your consumers. It is the first brand experience they will have. Although getting and retaining lifetime-valued customers is a clever mixture of marketing techniques, there is no denying that good packaging can create a loyal following. For more information about how you can enhance the customer experience with Scodified finishing refer to the article Improving the Customer Experience with Specialty Coatings on Demand.
