Judging a Book by its’ Cover – How People Choose Products Based on Packaging

Kids and cats seem to have this well figured out. We’ve all seen or experienced first-hand the joy that kids and cats take in taking an “ordinary box” and making that product packaging into the most exciting plaything of all time. What they are instinctively telling us, without truly understanding for themselves, is this: if the packaging sparks the imagination, it almost doesn’t matter what’s inside.

While they may be appreciating the packaging more after the fact, this axiom still holds true when we are making our purchasing decisions. No, we’re not likely looking for packaging we can turn into a rocket ship, but we are looking for something that reflects our values and distinguishes itself from the rest of the products out there. So, what does that mean for those of us who are trying desperately to gain the attention and love of consumers? Well, it means you need to know a few key things about who your consumer is and what they value. Let’s break it down.

People want to buy things that reflect and confirm how they see themselves in the world. How do you as a producer know what that means? Well, you might do a lot of research, or you might already know who your demographic is because they are you! For this example, let’s assume the latter. You are a 32-year-old, college-educated female living in Northern California who is passionate about organic farming, conservation, and veganism. You’ve designed a line of shoes using recycled materials that are vegan-friendly.

Are you going to shove these walking works of art into a plain brown cardboard box with a line drawing of the shoes and a white label showing the color and size like every other shoe out there? No, of course not!

You’ll likely package the shoes in an attractive, reusable bag with your logo and an image of someone wearing your shoes prominently displayed in colors of greens and browns to evoke feelings of calm and earthiness. You’ll tell a story right on the bag about how you came upon your idea for these shoes and your vision for your company and the world. You’ll let people know that the shoes and the bag are handmade in a certified Fair Labor facility powered solely by the wind and the sun, using sustainable methods and responsibly-sourced materials that are animal-friendly. You’ll even tell them that the ink used to print the bag and tags is made from vegetable products and not fossil fuels. Basically, you’ll appeal to the sensibilities of your ideal buyer who shares your values.

When that person chooses your product, it’s because it confirms their beliefs in themselves, that they are passionate about protecting the environment and they despise oppressive and exploitative labor. Not only will the shoes become a part of their identity, but so will the bag that they will use every day to carry their groceries and other items. They will take pride in knowing that they did not place another shoebox and extraneous paper products into the great landfills of the world.

This bag among the sea of sameness will be what gets your customers’ attention. The story you tell on that packaging will make them love your product. Don’t let your packaging be an afterthought, make it an integral part of your product.