Last Updated on February 11, 2025 by admin
Why Customers are Choosing Eco Friendly Packaging
Packaging now needs to be not only renewable, recyclable, or compostable, but consumers also expect clearer and more transparent recycling information, especially when dining out at cafes and restaurants. A recent independent survey of European consumers highlights these evolving expectations and shows that respondents, particularly those aged over 65, are eager to recycle packaging and will look for eco friendly packaging in choices.
Consumers expect more from the products they purchase, and packaging is no exception. The survey, commissioned by global packaging solutions provider Huhtamaki, showed that consumers consider sustainable packaging to be important. More than one in three respondents said they would even be willing to pay a little bit extra for more sustainable packaging, and 8% would be willing to pay significantly more for a product that was packaged sustainably.
However, manufacturing recyclable packaging is not enough. By prioritising renewable sources, helping to build infrastructure for collection, working with recyclers and composters, and by participating in educating and empowering consumers, then as an industry can we succeed to ensure circularity of its packaging.
Of course, a great first impression for packaging is always happening on a subconscious level. Many customers don’t even realise that they are “shopping for packaging” when they’re shopping. However, those subtle signs of quality and attention to detail ultimately shape a customer’s perceptions of a brand in a way that is very difficult to reverse.
At Label Craft we have decades of experience in working with brands and their package and carton manufacturing. Brands should view a customer’s first encounter with product packaging the way they would view any type of interpersonal encounter. After all, the goal is to make a personal connection that leads to brand trust and loyalty. That means that packaging must attract, impress, and in-still trust at first glance. What are some ways to achieve this? Consider these branding points for packaging:
- Packaging should appear sturdy.
- Packaging should appear intentional. This means that the box should “match” the product.
- Packaging should be properly branded for easy brand identification.
- Packaging should make clear what a product is, does, or offers.
Colour is typically the first thing a person notices about any object. The truth is that colour has a big impact on everything from mood to buying decisions. Different colours activate different parts of the brain tasked with various feelings and motivations. The simplest rule to follow about using persuasive packaging is that people are often attracted to striking colour’s that “jump out” at them. This doesn’t necessarily mean that every brand needs to choose neon colours for its packaging. However, it does mean that brands should be intentional when selecting colours. Here’s a quick rundown of the feelings created by some of the most popular colours used in brand marketing today:
- White: White creates feelings of cleanliness, freshness, simplicity, and elegance.
- Black: Classy and sophisticated, black brings on feelings of prestige and glamour.
- Red: Red is a powerful shade that stimulates feelings of excitement, arousal, impulsiveness, and strength.
- Pink: Pink creates feelings of romance, whimsy, and comfort.
- Blue: While lighter blue is considered calming, darker blue brings on feelings of clarity and seriousness.
- Green: Considered an eco-focused colour, green is seen as a natural and refreshing colour with wholesome undertones.
