Plastic product packaging does more than protect what’s inside. It is most often the first physical interaction a customer has with a brand, and it is important to make that first impression count. In fact, according to a 2018 study, 72% of Americans stated that packaging is a large factor in their purchasing decisions.
So, when that customer is faced with a wide array of options lining up the store shelves, you want your product to catch their eye and communicate what your brand is all about.
As a full-service plastic injection molding company, we at GAIM are here to break down the critical ways plastic product packaging influences brand perception.
Color: A Visual and Emotional Tool
The color of plastic product packaging may seem like an easy decision. Use bright colors to catch people’s attention, right? While standing out from the competition is certainly part of the equation, the psychology of color plays in consumer perception goes far beyond that.
Color and emotion, for instance, go hand in hand. Consider these common emotions associated with each color when it comes to designing your plastic product packaging:
- Red- passion, excitement, love, action, power, strength
- Orange- warmth, energy, enthusiasm, courage, fun, innovation
- Yellow- joy, creativity, positivity, friendliness, optimism
- Green- health, prosperity, well-being, outdoors, harmony
- Blue- loyalty, trust, security, calmness, logic
- Purple- luxury, quality, authenticity, royalty, imagination
- Pink- balance, transformation, kindness, softness
- Brown- earthiness, warmth, rugged, reliable
- Black- elegance, sophistication, power, authority
- White- cleanliness, purity, freshness, classic, timeless, cleanliness
However, just as there are positive feelings that each color elicits, there are negative connotations as well. That’s why selecting the right color palette and shades for your plastic product packaging is essential to creating a look that aligns with your brand. The good news is that with plastic mold injections, there are countless colors and customization options to choose from! You can find the hue that’s perfect for your needs.
Quality: Form, Function, and Perceived Value
From that same 2018 study, 67% of Americans also noted that packing materials can sway their decision whether to buy a product. This is because the quality of plastic product packaging impacts the perceived value the customer has in a product. Sturdy, durable, high-quality packaging makes people believe the product inside must have those same characteristics.
This is often how customers justify higher price points to themselves. They’re willing to spend a bit more money if it means better quality and value. On the flip side, low-quality packaging can negatively impact people’s perception of the product inside.
Functionality is another key element in plastic product packaging and brand perception. Folks do not want to be confused or frustrated when it comes to opening a package. If they know your packaging is easier to open than the competition’s, it will likely help keep them as a repeat customer. Injection molding offers a way to design the best, easiest to use packing that will simultaneously protect your product and appeal to the consumer.
Texture: It’s The Thoughtful Details That Count
Texture is one of those subtle design elements that most shoppers never consciously register, yet it frequently impacts how they feel about a brand. A matte finish, for instance, often conveys that a brand is sophisticated and values luxury. Ribbed, grippy textures evoke utility and strength, while high-gloss packaging is associated with more sleek, modern brands.
Injection-molded plastic product packaging is a great way to tell the story of your brand through texture because it is built directly into the mold. This means you can achieve precise, repeatable surface finishes on a large scale.
Consistency: Brand Recognition and Customer Loyalty
Humans are creatures of habit, and that is particularly true when it comes to consumer goods. Customers like being able to quickly distinguish and recognize brands they like, so it is important to keep packaging consistent. The injection molding process for plastic product packaging is streamlined for efficiency, quality control, and consistency.
In fact, a single injection-molded closure can incorporate threads, a snap-fit hinge, a tamper-evident band, and a highly accurate dispensing orifice. This allows for every shape, size, and intricately detailed piece to be repeated without error.
For Premium Plastic Product Packaging, Contact GAIM Plastics Now!
Tell your brand’s unique story with injection molding plastic product packaging services from GAIM! We offer an array of solutions for your business needs. From the development stage to being market-ready, we’ll work with you every step of the way. Contact us now to learn more or to get started on building your brand perception!