Brands can never be too transparent. By showing customers exactly what they can expect after they open your product, your brand builds trust and credibility.
Some brands make this mistake unknowingly while others take part in it knowing the full consequences. Read on to learn what deceptive packaging is, and 4 ways that can help you avoid it.
So what is deceptive packaging?
Our brains are measurably impacted by viewing a product’s packaging. Attractive packaging often stimulates the reward centres of the brain, but poor packaging activates areas of the brain associated with negative emotions. You can learn more about how brands lose money over poor packaging decisions here!
In order to avoid making this mistake we first need to understand what deceptive packaging is.
Deceptive packaging is when a product’s packaging misleads the customer on various fronts (in terms of quantity, size, shapes, content etc.). It is generally used by brands to attract potential customers and make them buy products by providing them a feeling which is opposed to the real experience.
This translates into false expectations and unhappy consumers.
Sometimes brands do it because of rising costs. They will reduce the quantity of the product in a way where because of deceptive packaging, the loss of quantity is not evident.
Other times, they try to deceive consumers by altering the shape of the product by the virtue of which the product usage increases. For instance, a toothpaste may have a bigger opening than their previous packaging so the amount of toothpaste used every time increases.
Let us now talk about the 4 ways we can avoid deceptive and misleading packaging.
1. Don’t have excessive packaging
When talking about packaging, less is definitely more.
Amazon is often mentioned in the mainstream media for having their packaging comically oversized. Especially now as customers turn towards online shopping more than ever before.
It’s important for businesses to clearly pinpoint and tackle any excessive packaging. We often also see this with whey protein powders and chips filled with mostly air.
This knife brand definitely needs to “cut” down on some packaging.
One way to combat this is to try and make your packaging more efficient. This can be achieved by considering Amazon’s Compact By Design initiative when designing your packaging.
2. Don’t have misleading imagery
Packaging is undoubtedly a powerful sales tool. But, as the saying goes, with power comes responsibility.
Whether unconsciously or deliberately, it appears as though some brands take part in misleading their customers through their packaging imagery. Brands need to take this very seriously as this can have a have a very negative impact.
The cocoa filling in this croissant pictured below seems to have vanished after opening.
What may seem like reduced sales and revenue can soon translate itself into broken trust with your brand. Customers don’t like being lied to. Misleading them can only happen for a short period until your brand advocates begin to turn away.
3. Don’t have unnecessary packaging
Packaging is absolutely essential in many scenarios. It can not only protect products, but also enhance their usable lifespan as well. We already talked about excessive packaging but there are also instances where packaging isn’t required at all.
Just stop and think about whether packaging is actually required for the product you’re selling. Also keep in mind the potential reaction of your customers after seeing this excess material.
A Cone Communications research from 2017 shows that:
- 87% would buy a product with a social and environmental benefit if given the opportunity.
- 92% will be more likely to trust a company that supports social or environmental issues.
Most customers are shaping their mindsets towards a sustainable environment and unnecessary packaging doesn’t help the cause at all.
Here we get to witness the height of laziness.
4. Be Original
Differentiate your packaging from your competitor. After all that’s that goal — to catch the buyers’ eyes with your strategic packaging design.
This is unlikely to take place if you’re busy blending in with your competitor. It’s vital to be visually distinct from other products in your niche.
A solution to this would be custom packaging. LeKAC Sourcing offers free consultations to help your brand stand out in its own unique way!
A good way to gain your target audience’s trust is to use clear and transparent packaging when applicable. When your customer knows exactly what they’re paying for, it helps build credibility for your brand.
Packaging is undoubtedly one of the most important stages in a customer’s journey with your product. Making sure that this experience is not just seamless but also genuine is vital to your brand’s success.
We live in a world where a slight feeling of deception can lead to your customers never returning again. In order to stand out from the hundreds of other businesses, your brand needs to pay utmost attention to the packaging used.
At LeKAC Sourcing Limited, we’re committed to providing your business with unique, high-quality packaging that’s perfect for your brand.
Our packaging specialists ensure you are completely satisfied with your order and make it as easy as possible to have custom packaging that will make an impact and stand out from the crowd. Contact us today for a quote!