Packaging is one of the most powerful tools in marketing. Besides containing, protecting and convening products, containers must transmit sensations and emotions to consumers. Packaging also gives firms the chance to make their products stand out.
A survey performed by the Barcelona Institute of Packaging showed that 58% of consumers choose a product more on the strength of the size and the format of the packaging than the product’s price and brand. This underlines the importance of packaging for consumers and how personalisation can increase both interest and sales.
A personalised container makes you a cut above your competitors. In cosmetics, many brands offer products with similar properties and packaging. Packaging therefore delivers the possibility of being different from other products in the same industry and of standing out.
Besides the products, all cosmetic companies and firms have specific associated values to which consumers relate. Personalised packaging can transmit these values. One of the most attractive ways of underlining these values is through an exclusive container design, applying different techniques that can be adapted and provide this exclusivity.
By personalising the containers of each product, firms seek to make packaging a sensory experience to attract consumers. This is why taking care of every last detail in the decoration will turn a product with a simple image into one with a particular appeal that will also attract consumers’ attention.
Besides preserving and protecting products and distinguishing them from others, packaging can also provide consumers with information about what they are going to buy. First of all, they can get an idea of what the product they are looking at is and may buy.
Different techniques can be used to personalise cosmetic containers and give them that exclusive touch: silkscreen printing, hot stamping, gradient, dark vanishing, translucent vanishing and tinting are but some of the options offered by Rafesa to personalise each product to the fullest extent.
