The three roles of packaging are communication, functionality and environment, as defined by Jesper Clement.
Communication involves graphic design and information on the package that helps consumers decide if it's the product they are looking for. Functionality defines how the product is used during transport and environment summarizes what happens to the package after use.
1. Communication
It's important for marketers to explore how packaging relates to consumer buying patterns more closely to learn how to improve their communication with customers. Part of successful packaging is based on the interplay between visual attention and consumer purchasing behaviour within a store. As visual stimuli is increased, it can help direct attention to packaging elements that can influence purchasing.
The process by which consumers are influenced to make purchases has several stages. Five of these stages occur within the store. It begins with screening and evaluation phases followed by build up, critical, re-organising, focal activity and dormancy phases.
The package must attract attention through visual elements such as color, form and image mold that resonate with target customers. Marketers can learn this information through testing products as well as eye tracking, which involves using software to collect data on how people visualize items and which aspects get their attention. Eye tracking can be used with study participants to analyze how different age groups respond emotionally to visual stimuli.
Building brand awareness is one of the main benefits from the visual effects of packaging. The more people see a product in the store, the more they will become familiar with it. Studies show that consumers spend more gaze time on brands that they recognize than on unfamiliar brands. People also spend more time looking at packages with high information value. Getting people's attention through attractive packaging is a major step for in-store buyers to make purchasing decisions.
2. Functionality
The post-purchase phase is important because the functionality of the product and its packaging has an effect on whether or not the customer will make further purchases in the future. The consumer needs to be comfortable with how the package opens and closes, as well as how well it protects the product. The size and shape of the package matters, as consumers decide if there is enough storage space for transport and the final destination.
Considering the functionality of a product involves a level of analysis that includes evaluating whether or not the product is worth the price. Consumers may compare it with other products to question which product provides the most value. A package that is difficult to open and close may become less attractive to the individual, despite the initial attraction that got their attention.
3. Environment
Consumers are becoming increasingly more aware of sustainability and want to help contribute to eco-friendly solutions. Many people are now influenced by whether or not packaging material is recyclable. The more the package points toward sustainability with minimal impact on damaging the earth, the more it will paint a positive picture in the minds of environmentally-conscious consumers. Sustainable packaging is gaining support and it helps add green credibility to a brand.
Conclusion
Modern consumers make purchasing decisions that are affected by the visual aspects of packaging. Communication, functionality and environment all play a role in shaping purchasing behaviour. Marketers now look at package design as a monumental factor in how consumers perceive products.
