As visually-driven social platforms such as Instagram and Snapchat become more prominent, consumers are increasingly at the forefront of the visual presentation of products, given their constant picture-sharing online.
It has therefore become increasingly beneficial for brands to create products that are enjoyable and unique, visually appealing, and can ignite desire among consumers to share these products with their friends and communities online. In fact, according to GlobalData’s 2016 primary consumer research, the enjoyable or unique qualities of packaging often or always influence over half of consumers globally when making purchasing decisions in food, beauty and grooming, alcohol and non-alcoholic beverages.
Go deeper with GlobalData
Global: consumers who find the following packaging features “exciting”, 2017
Source: GlobalData’s Q1 2017 global consumer survey
Bearing this in mind, packaging plays an important role in enhancing online ‘shareability’ credentials and should be designed to take advantage of the digital age. In particular, over a quarter (26%) of consumers globally find unique shapes and bright colours exciting, while interactive packaging excites 23% of global consumers.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataBrands should therefore consider these types of favourable packaging cues as a key vehicle for digital marketing. Careful consideration should be paid to both the use of colour and shapes to create a memorable experience, which will drive visually-driven social sharing of products online.
