The role of perfume packaging design in attracting buyers’ attention

Perfume packaging design is a crucial marketing tool that can help brands and companies differentiate themselves in the market. It also has a pivotal role in driving buyers’ attention, influencing their purchasing decisions.

In this article, we discuss the importance of packaging for increasing sales and how to create a successful product that can convince consumers to buy.

Perfume packaging design: why it is essential for the success of a product

Packaging has different functions:

#1 Description

Labels provide information about the product and its ingredients, helping consumers understand how to use it. In the world of perfumery, details can also stimulate the desire to purchase the product.

#2 Protection

Packaging must be strong and durable, as it can’t break during transportation and storage, but it must also protect the contents from environmental factors, e.g., moisture, gases, light, and temperature, that could damage it.

#3 Identification

The external package helps customers evaluate the quality of the content and also gives information about the values and overall image of the brand.

A top-quality perfume bottle design influences buyers’ perception and can easily trigger impulsive buying even when they don’t intend to make a purchase.

Positioning is the specific term that describes the strategy used to establish the image or identity of a product so that consumers perceive it in a certain way.

Especially in the luxury industry, people want to get their money’s worth when they buy an expensive object. Perfume packaging is, therefore, very important to convince them to buy, as it is the first thing they see on the store’s shelf.

Design elements, such as colors, font, text, and graphics, are certainly important, but the material chosen, the shape of the bottle, and the finish are essential to provide an experience for the consumers, communicating the right message and stimulating their senses.

How can perfume packaging boost the sensorial experience?

Multisensory packaging can boost the emotional experience of consumers. It means creating a product that can stimulate different senses so that people can enjoy different sensory impressions from it. This emotional experience can be created through different elements, e.g., visual, olfactory, tactile, and other packaging aspects.

Using wood for luxury packaging can be a great solution to achieve this objective, as this precious raw material, besides being sustainable, can deliver a unique tactile and sensorial experience that people love.

Eco-friendly packaging engages consumers more than any other type: if collected following the guidelines imposed by environmental associations, wood doesn’t damage our environment. On the contrary, sustainable logging can help protect natural wildlife and the life of local communities.

This helps people feel something special about the product they see. When they are undecided about whether or not to buy, those elements are important to communicate the right message and values, convincing them to make the purchase.

Some academics distinguish a two-step decision process that consumers follow during the shopping experience:

1. First, they examine the product carefully after finding it on the shelf. Here, package design has the power to initiate consumer examination of the product.
2. Second, they have a direct experience with the product, and the package becomes the “silent salesman,” as it can influence buyers’ decisions.

It means that the package and packaging design are involved in how consumers select and purchase products. (Gary R. Holmes, Audhesh Paswan, 2012, Consumer reaction to new package design, Journal of Product & Brand Management, Vol. 21, Iss: 2 pp. 109–111)

The way the package can be opened and closed, the sensations it gives when touched, and how it fits in the place where the client keeps it are all factors that can excite an emotional feedback, contributing to a satisfactory consumer experience.

Clients’ opinions about quality are influenced by the characteristics of packaging. If it is high quality, it is more likely that consumers assume the contents are high quality too.

Luxury packaging must communicate the right message just from the first glance. How do you achieve this goal?

The characteristics of top-quality perfume packaging design

As discussed above, wood is the perfect material for luxury packaging, as it is prestigious and elegant by nature.

Many types of wood, in fact, are very expensive and rare, e.g., mahogany, teak, ebony, santos, bubinga, wengé, and burl, and they evoke images of an exotic paradise and landscapes, so they are appreciated by luxury brands.

Each type of wood has its own characteristics and peculiarities, and each piece is unique.

A competent wood maker can create captivating designs, enhancing them with innovative finishing options to make sure the product remains impressed in the consumer’s mind.

From the more classic paintings to water-based, soft-touch, and polymer coatings, wood can be customized according to brands’ requests and requirements. It can also be left rough to give a sense of purity and naturalness.Sometimes, wooden components must be combined with other materials; for example, wooden caps could have metal inserts, or they could be used on glass bottles. The possibility of mixing many materials gives you the opportunity to be more creative and, consequently, more distinctive.

However, these processes require a deep knowledge of wood and a high-precision mechanical approach—with the right tools and machinery—to achieve perfect results.

The role of the supplier is essential: you must ensure that the wood manufacturer knows the specific tolerances of wood and how to machine this special raw material to create state-of-the-art and successful products.

Minelli S.p.A. has been operating specifically and exclusively in the timber sector for more than eighty years and can guarantee top-quality, exclusive, consistent, and durable products at a competitive price. We comply with all regulations aimed at protecting our ecosystem (we are FSC certified), and we have production plants in both Europe and the USA to reduce emissions.

We recently underwent an EcoVadis Audit and received a highly positive rating in terms of environmental, labor & human rights, ethics, and sustainable procurement impact.

If you need a consultation or have some questions, contact us!