When it comes to food, it’s always been said that the look of a dish is as important as its taste. Hence, the beautiful plating we get at fancy restaurants that we so desperately try to mimic at home (mostly failing at it, but hey we keep trying!). The same is true in other industries, especially in the field of perfumery. The packaging of a perfume and its overall look is supposed to make you want to buy it. After all, it’s the appearance that sticks to your head before you even smell it, right? So, what about the packaging could possibly affect a buyer’s purchase decision? Let’s find out…
The Color
The color of the packaging speaks volumes to a person. On one hand, it generally indicates the gender of a fragrance. On the other hand, different shades give indications of the product itself. For example, black is elegant, gold evokes allure, silver signifies power, and orange is synonymous with vigor. Once color is established, the creators begin to design packaging details in correspondence with the target consumers.
The Shape
Similarly, the shape of the packaging and the bottle itself is quite particular. Perfumers and brands compete in ingenuity to grab your attention. This explains the fragrances’ diversion in shape and aesthetics that dwells around style and practicality. The more a bottle or box stands out on the shelf, the better.
At what stage of the buying process does packaging come into play?
The impact of a product’s packaging occurs during the evaluation and decision-making stages. The consumer looks at and touches the packaging. Within seconds, depending on the brand’s “wow effect”, this new customer is either won or lost.
A universal example is a fact that “unboxing” videos and content have become immensely popular with the surge of digital media, attracting millions of views online. As far as consumable products go, the packaging is the only thing we keep until the product is finished, and if the box or the bottle is beautiful, we usually keep them (Marie Kondo wouldn’t be too happy to realize that we are indeed, inherent hoarders of clutter). Creativity and innovation can create revolutionary solutions, but it’s not the only key to seducing customers. Sometimes, it’s as simple as paying attention to how the product is packaged.
The Verdict
Packaging is often overlooked, but after all the marketing effort that goes into a product, how an object looks and feels to the touch is the first thing the consumers experience when they’re ready to buy. Alexandre J knows how important it is that an object be able to tell its story… after all, it’s the beauty that makes one stop and look before a scent even reaches the nose. Discover a universe of its own with Alexandre J creations with some of his most iconic works- The Art Deco Collector and The Art Nouveau Collection.
