Study reveals importance of packaging strategies
A new study by an industry group revealed consumer preferences when it comes to how they want packaging to look.
In its recently released "Packaging and the Brand Owner" study, InfoTrends found how marketing experts designed their printed materials make a big difference in customers's views of their goods and services. Seventy-five percent of respondents said they were aware of digital color capabilities when it came to converters.
The study also revealed that sending out items, such as direct marketing materials, that were thought of as sustainable proved to be important to many people who did business with the companies.
“The study asked brand owners to rate the importance of sustainability when making decisions about the purchase of packaging or labels,” Bob Leahey, project manager for the study and associate director at InfoTrends, said in an interview with American Printing. “On a scale of 1 one (not important) to 5 five (highly important), sustainability rated 3.7 among respondents. Not surprisingly, the biggest companies ($1 billion or more in sales) indicated the highest importance levels with a 4.0 average rating.”
Having the right printed material and leveraging web-to-print technology can be incredibly valuable to any brand by establishing a company and differentiating it from other competitors who have failed to take advantage of the medium.