Why Packaging is Important to Your Marketing Strategy

Packaging is important to any product simply because it has a functional purpose. Whether a brand needs to preserve the shelf life of the product inside the packaging or keep it safe upon delivery, packaging holds importance in multiple ways. However, when it comes to marketing, the packaging is what will set one product apart from another.

Packaging and Marketing

Markets can be highly competitive making it crucial to find ways to make a product stand out from competitors. The Golden West Packaging Group recognizes that packaging itself has become a powerful marketing tool and suggests utilizing color psychology, custom boxes, or sustainable packaging strategies. Jay Daggar with the GWP Group suggests that different colors evoke different emotions. For example, yellow associates with happiness and optimism while blue is calming and trustworthy.

Packaging is the customer’s first point of contact with the brand and many consumers make quick decisions solely based on the appearance of what they’re looking at. ABC Packaging Direct argues that the 4P’s of marketing; product, price, place, and promotion should actually be the 5P’s to include packaging because of how important it is. Well-designed packing can make a lasting first impression.

Additionally, packaging generates brand recognition by giving the brand a recognizable identity. If a customer purchases a product, likes the product, and wants to buy it again, they’re going to look for that familiar packaging. It’s important for the packaging to represent the brand. For example, a luxury jewelry brand should package their products in premium boxes to symbolize the high-quality and elegant products.

Packaging has a much bigger purpose than just serving as a functionality tool. Packaging can make a product shine on the shelf, it can generate excitement, and boost brand loyalty. When having a package shipped, most people track their packaging eagerly awaiting delivery. Once that package arrives, the unboxing experience is another packaging strategy in itself. I love opening up newly delivered packages, especially when I am excited about my purchase and the unboxing experience can either enhance or diminish that excitement.

Packaging can be a powerful marketing tool that should never be overlooked. If you have a business that packages products, displays products, or ships products, take advantage of the best packaging strategies for your brand to grow long-term success.

Sources

1. “5 Ways to Use Packaging as a Marketing Tool”, Golden West Packaging Group, (2023). https://goldenwestpackaging.com/wp/5-ways-to-use-packaging-as-a-marketing-tool/#:~:text=In%20today's%20competitive%20market%2C%20businesses,as%20a%20marketing%20tool%20itself.](https://goldenwestpackaging.com/wp/5-ways-to-use-packaging-as-a-marketing-tool/#:~:text=In%20today's%20competitive%20market%2C%20businesses,as%20a%20marketing%20tool%20itself.)

2. Jay Daggar, “Packaging Colour Psychology - How it Affects Your Success”, GWP Group, (2024). https://www.gwp.co.uk/guides/packaging-colour-psychology/](https://www.gwp.co.uk/guides/packaging-colour-psychology/)

3. “What’s Happening in Packaging”, ABC Packaging Direct, (N.d.). https://www.standuppouches.net/blog/5-ps-of-marketing-why-product-packaging-is-now-part-of-the-mix](https://www.standuppouches.net/blog/5-ps-of-marketing-why-product-packaging-is-now-part-of-the-mix)