Did you know the human brain processes visual information faster than any other type of data? In fact, 60,000 times faster than text! So, it’s not surprising that brands invest huge sums of money into the design of their product packaging.
Much to the dismay of environmentalists all over the world, whether it’s groceries, electronics, toys, or anything else – those colourful cartons constructed from cardboard and plastic are meant to lure and tempt customers towards the shelf.
Packaging is designed to sell
Above all, product packing is meant to sell, sell, sell (as well as offer some degree of protection of course). It’s the biggest chance a brand has to grab the customer’s attention as they browse the aisle and convince them to choose their product over another – purely based on appearance.
But this rationale seems very geared towards bricks and mortar retailing, right? What’s the point in all this effort when more and more products are being sold online every year? Thanks to more affordable same-day delivery options, the gap is closing between bricks-and-mortar retail. Now, it’s entirely possible for consumers to browse online stores before lunch and have the product in their hands that afternoon, thanks to same-day delivery which makes online shopping virtually instantaneous.
Standing out on the shelf is no longer the (only) goal
You see where we’re going here. State-of-the-art product packaging seems almost redundant when you imagine products holed up in a warehouse until they’re picked off the shelf and sent direct to the consumer. That’s because, prior to sending these products to customers, it’s the websites, product descriptions, social media advertisements, explainer videos, and just about any other digital (visual) medium that does all the selling.
Brands now have so many other ways to grab consumers’ attention and appeal to their emotions – far beyond the scope of cardboard and plastic cartons. Standing out on a shelf amongst competitors is no longer the aim of the game, but standing out on Facebook, having the best website and having the fastest and cheapest same-day delivery options certainly is – that’s what makes brands and their products stand out today.
Businesses more interested in how products get from A to B
It’s fair to suggest a packaging revolution is on its way. Businesses will increasingly become less involved in how their products look on the shelf and more involved in how they get them from A to B which means there’s great incentive to rethink their packaging solutions.
So, what might the future of packaging look like? Well – it might not be too exciting. Once consumers have been dazzled into buying online, they might see their fragile or weirdly shaped items being delivered in cheap, lightweight recycled materials with nothing more than highly protective qualities. But it’ll be great for the environment!