of shoppers say product packaging design influenced their purchase decision
While there are plenty of tools necessary to build a strong brand presence, there’s one that everyone needs: A brand voice. You might not think about it, but every single brand has one. Even yours.
You might be thinking: “I’ve got a solid business plan and a great product. Do people really care if I have a well-crafted brand voice?” In response to this question, we couldn’t answer loudly enough: “YES!”
Your audience wants to learn about you. Consumers want to know that they are engaging with real people, not robots. By cultivating a personable brand voice, you are more likely to create an emotional connection with your consumer’s subconscious mind. How does this help you? According to Harvard Business School professor Gerald Zaltman, 95% of decisions related to purchases occur subconsciously.*
If your audience is hearing different voices in email messaging versus social media messaging, they’re going to notice the disconnect. This inconsistency can lead them to look in the wrong place for your product or service.
Another benefit of maintaining consistency is conditioning. Let’s go on a field trip, shall we?
Picture it now: You’re back in high school in General Psychology. Today’s lesson is on Ivan Pavlov’s classical conditioning theory. When it comes to exposing your test subjects–err, audience–to stimuli, it is most effective when it is consistent and recurring. If you don’t have consistency in each consumer touch point, you’re essentially starting the process of conditioning over… and over… and over again.
Having a consistent brand voice doesn’t just benefit you externally. When your employees see that you’re not just talking the talk, but walking the walk, they’re more likely to believe in the company’s mission, thus improving loyalty. As we know, internal communication and trust are vital when it comes to building — and strengthening — a brand.
The best way to craft a strong brand voice is to go back to square one. What is your company’s mission? What do you hope to achieve—for yourself, your brand and your community?
Once you’ve answered these questions, consider who you want to reach. Who is your target audience? (A bonus to fine-tuning your target audience? Knowing where to find them to ensure that all the hard work that you’re putting into your brand voice is heard!)
After learning who your target audience is, you can then begin to consider their personas. What does your customer want? What are their personality types? Their dreams? Their goals? Even go as far as knowing their favorite sports teams? (Kidding. Kind of.)
When you’ve identified the mission, the audience and the personas, you can then test different voice variations. What resonates with this group? How would they characterize your brand voice? Here are some adjectives that can help get you started: Ambitious. Charismatic. Extroverted. Intuitive. Passionate. Trustworthy. Understanding. Witty.
Whether you’ve got a start on some ideas for your brand voice or don’t have the first clue where to start, Stealth Creative’s savvy content strategy team is here to lend a hand.
We can help you define tone, feel and personality and start bringing out the key attributes that will help your audience connect directly to the soul of your brand.
Just think of the last time you stood in the aisle debating which canned chicken to buy. All things being equal, the can’s label and design probably served as the tiebreaker.
of shoppers say product packaging design influenced their purchase decision
Keep reading to learn which packaging design trends Stealth Creative believes can attract more customers to your brand.
It’s not your imagination: Cans are getting taller and skinnier.
Yes, this is frustrating when you can’t find a snug-fitting coozy. And yes, this trend plays off our subconscious desires.
When we see a slim and sleek can, our brain says “Oh, this must be healthy.” Not only does this satisfy some deep-seated psychology, but it can satisfy your profit margins.
Slimmer packaging also opens more room for your product on retailers’ shelves, which comes with extra benefits like fewer stockouts, lower packaging COGs and more product availability.
BOTTOM LINE: There are few things more powerful in marketing than understanding your audience on a deeper level—and turning those understandings into appeals to what they value or desire.
Recyclable materials are so 2019. One of the hottest packaging trends today is sustainability.
Yes, there is a difference.
Recyclable means using materials that can be remade into others.
Source: Trivium Packaging
And when sustainability isn’t an option, big brands are taking leaps towards eco-friendly packaging.
Here’s an example: Sprite recently did away with their iconic green bottles—and we assure you that decision was hotly debated before becoming official. The reason? Clear, transparent bottles are more easily recycled. Now, this isn’t as good as being sustainable—more than a billion plastic bottles are used every day. But we can safely say this enviro-focused trend in general is here to stay.
BOTTOM LINE: Many are starting to take the environment more seriously. And if your brand is philanthropic, nature-oriented or “green,” you need to reflect this in your packaging to boost your brand story’s authenticity.
Speaking of sustainable…
If you want to influence behavior (*cough* sell more products *cough*), color needs to be at the top of your consideration list. For instance, there’s a reason you don’t find many nurseries painted psychedelic orange. It’s not very soothing.
The same principle applies to packaging—which is why you’re probably seeing more of this color lately.
You’re probably also seeing more blues, light greens and neutral browns because those say “earth-friendly” or “sustainable.”
Out of all the packaging design trends, color is probably the most predictable. So, pay attention. Your competition is.
We don’t know about you, but the past couple of years have been… different. That probably in part explains the upswing in design elements from years past.
Think about it. Retro designs are a backlash. A resistance. These say we want to go back to simpler times with a new face of nostalgia.
Right now, the ’90s are in fashion again. Why? Because the generation that grew up then has more purchasing power… and that decade resonates with them.
So, when our client Urban Chestnut Brewing Company asked us to create packaging for their new line of seltzers, we took a trip down Memory Lane with cans that give a nod to Lemonheads, Hi-C and other staples from that era.
Now, you might be saying. “This sounds more expensive and involved.” You’d be right. But there’s a big market for it—especially if you’re trying to reach younger consumers.
How can your product stand out when everything else on the shelf is screaming out?
You strip away the excess and minimize your design as much as possible.
So, what does that look like? Let’s use this RX Bar as an example. Nice and clean, right? This package embodies all the best minimal design elements:
Google “fatigue,” and you’ll find several meanings for the word: Exhaustion, extreme tiredness, reduced efficiency.
When brainstorming a blog name, there are thousands of ideas that come to mind. The most important aspect to remember is staying true to your brand. Yes, even blogs have a brand image.(more…)
Every good marketer knows that they must look at industry trends and consumer insights to drive their brand research. However, the process of gathering data to guide your marketing decisions can be pretty intimidating. And while formal focus groups with seasoned moderators can bring enormous insights to your brand positioning strategy, they also bring big price tags.