In a recent experiment commissioned by Packaging Innovations London, (and featured on the Packaging News website https://www.packagingnews.co.uk), the quality of a product’s packaging was found to have a large impact on how the product tasted, smelt and the perceived value of the product.
In this experiment, 100 consumers were asked to rate the following items – biscuits, chocolates, wine, perfume, a T-shirt and wine glasses. All of the items in each category were identical but half of these products were packaged in high quality, premium-style packaging while the other half were packaged in lower-quality, price-conscious style packaging. The consumers were asked to rate the products in terms of the quality of the product and the perceived monetary value of the product. (Obviously these consumers were unaware that all the products in each category were identical to each other)
The results of this experiment emphasize the major role that packaging plays in creating the an impression in consumer’s minds.
Products in the high quality packaging were rated 35% better, (the only difference between the products in any one category was the packaging used)
Taste : tasted 51% better when eaten from luxury packaging
Price: Consumers in this test were willing to pay nearly 7 times as much for the biscuits from the luxury packaging!
Taste: tasted 14% better when eaten from luxury packaging
Price: Consumers were willing to pay nearly three times the price for the chocolates from the luxury packaging.
Taste : tasted 53% better when drunk from a bottle with luxury packaging
Price: Consumers were willing to pay nearly three times the price for the wine from the luxury packaging.
Taste: the perfume was thought to be 60% nicer from the luxury packaging
Price: Consumers were willing to pay nearly three times the price for the perfume from the luxury packaging
Quality and Feel :The quality and feel of the wine glasses was perceived to be 37% better from the luxury packaging
Price: consumers were willing to pay nearly four times the price for the wine glasses from the luxury packaging
Quality and Feel : the quality of the t-shirt was perceived to be 10% better
Price: Consumers were willing to pay nearly double the price for the T-shirt from the luxury packaging
73% of the consumers in this experiment said it is a major factor in deciding which product they go for.
Indeed, packaging is so important as a visual determinant of quality that when buying a gift 59% said that, even if they knew the product was inferior, they would be more likely to buy a lower quality item in better looking packaging, instead of a better quality product in a less impressive looking packaging.
James Drake-Brockman, director of Easyfairs Packaging, who was involved in commissioning this experiment had the following comments : “The experiment results highlight how packaging is a crucial marker for people, it signposts to people exactly the value they should place on things. That’s why brands operating at both the premium and lower-end think incredibly tactically about their packaging – taking care to ensure it says the right things about their products.”
This experiment highlights yet again the importance of packaging design and quality. You can read other Dollard Packaging blogs on packaging design and quality in our News section. https://www.dollard-packaging.ie/news/
Contact us if you need help with any aspect of your packaging. 01 847 0044