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First Impressions Count: Make your brand smile with New Vision
When was the last time you experienced delight or pleasure from product packaging? Perhaps it was a gift from a birthday that was presented in a luxury carton with a bow, or a limited-edition beauty set that oozed luxury from its silk coating and gold leaf foil. Packaging that appeals to the senses – be it touch and feel, smell or sound – enhances the purchasing and unboxing experience for the consumer.
For instance, flowers are a prime example of products that bring instant pleasure to the receiver. When a consumer purchases flowers, they expect the item to be delivered in the allotted time, undamaged and presented beautifully. They are often gifted as part of a surprise. From initial floral arrangement to the delivery driver handing the gift to the recipient, the experience requires perfection, otherwise the brand risks losing repeated custom from the purchaser. For the brand, the right packaging is crucial to allow flowers adequate ventilation, ample water, and an upright structure for minimal damage when in transit. On receiving the gift, consumers can be overwhelmed with emotion – surprise, shock or delight.
Chocolates offer consumers a similar experience too. Think about Ferrero Rocher – the moment you pull the seal and unwrap it from around the box, you immediately catch the glorious hazelnut and chocolate scent in the air. Cadbury’s Milk Tray also offers a comparable sensorial experience, combined with the nostalgic advertising of the Milk Tray Man for some consumers, while Toblerone’s unique mould is easily recognisable too.
Beyond the first impression
When it comes to premium and luxury packaging, it’s not just the first impression that counts. It’s everything that comes after it too. Why is the Tiffany Blue Box world renowned? Why do consumers flock to purchase a Harrods or Chanel shopper bag? Why is the Cartier jewellery box iconic in red? When a brand’s packaging creates a statement, one that sets it apart from its competitors, it leaves a lasting impression on consumers.
Research conducted through Paper and Packaging Board backs this sentiment, with seven in ten consumers agreeing that packaging design can influence purchasing decisions, according to an IPSOS survey1. In addition, packaging that is also sustainable is also revered by consumers, with one in five consumers asking for less packaging in their beauty and personal care products2.
Deliver big smiles with New Vision
At New Vision Packaging, we understand that life’s greatest pleasures are often woven into the smallest of details. Packaging that brings to light fond and comforting memories of the past, as well as creating smiles in the present, is what keeps our passion for innovative design alive. We truly care about our customers – and take pride in ensuring our service reflects this approach.
From basic print and designs to the most complex packs imaginable, we create packaging that meets the highest possible standards. Our expertise involves design advice, completing rigorous transit tests, and developing sustainable, innovative packaging designs that are both functional and beautiful. As such, we insist all our cartons are sustainably sourced and have FSC and PEFC accreditation, while dedicated quality assurance and control procedures are in place to ensure packaging is always of the highest standard.
Brands that are looking to make the first impression count, need look no further than New Vision Packaging. From limited editions to seasonal products, we work with some of the biggest brands in the alcohol, beauty and confectionery markets.
Contact us today to find out how we can make your brand – and consumers – smile.
References:
1. Paper and Packaging Board, IPSOS Survey 2018
https://www.ipsos.com/en-us/news-polls/Most-Americans-Say-That-the-Design-of-a-Products-Packaging-Often-Influences-Their-Purchase-Decisions
2. Packaging News, The Pull Survey 2021
https://www.packagingnews.co.uk/luxury/news-business/survey-shoppers-call-sustainable-beauty-products-packs-03-03-2021
