Good packaging is essential to sell more online

Woman checking food labellingYou judge a book by its cover, or so the saying goes. That is shown in the TV series “Take Me Out” whereby a hapless chap has to choose from a panel of girls of whom he knows nothing other than what they look like and what they are wearing – which is often not very much. And when the girls are asked if they like the chap, they say things like “he’s cute” or “I love his hair” or “he’s got great fashion sense”. Where did the notion go of “it is what is on the inside that matters most”?

When you visit a shop you know what you are looking for. Even in a humble supermarket you know you want to buy a few basic staples; you would not be swayed by something as superficial as the packaging would you? Wrong…!

New research shows that even for things where we have made a prior decision as to what we want to buy, when we get into the shop we are swayed by the packaging. We do judge things by their appearance.

Come on, admit it. When you were faced with a Christmas present recently that was poorly wrapped you thought it was much less interesting than the one that had all the shiny paper and the fancy bows and ribbons. Packaging manipulates your expectations.

So the question for online retailers is what kind of packaging do you use for your products and how do you show that packaging on your website? And if you are not a retailer but in a service business, do you “package up” your service? Simply sending a proposal as a PDF does not have a positive “judge a book by the cover” impact. But if your proposal were placed in a nice box with wrapping, that would be judged to be better than the same proposal sent out in an ordinary envelope.

Indeed, if you operate a service business the whole concept of turning them into “products” and packaging them up is something which has significant success but is largely underutilised. This is something I explored in my newsletter a year ago…!

We might like to think we rise above the superficial nature of the impact of packaging, but repeated studies, like this new one, show that we do not. We do judge a book by its cover, we do judge people by what they look like and we do make purchasing decisions based on what the item is wrapped up in.

Are you sure that your online products and services are packaged well enough?

[wysija_form id=”2″]

1 thought on “Good packaging is essential to sell more online”

Comments are closed.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

blank
Internet Psychology

Is your brain back to front?

British businesses will spend this weekend on tenterhooks as they wait for Monday’s announcement from the Government about the ending of lockdowns. For the past couple of weeks, the mutterings from 10 Downing Street suggest

Read More »
blank
Internet Psychology

Can you do boring tasks?

Last week, not far from the M25 in Buckinghamshire, the biggest-ever boring machine in the UK started its slow churn through the Chiltern hills to dig a tunnel for the HS2 rail system. It will

Read More »
Fence painting
Online Business

When did you last paint your garden fence?

If you are a “big change” business, then you are like my garden fence. Leaving it unpainted for so long has created much more work, at a higher cost, than if it had been tended to every year. Ignoring reviews of your online activity for long periods also means you make more work for yourself and raise your costs.

Read More »