Creating packaging that's 'shareable' on social media will be a key focus for brands into the future.
This was one of the findings of a study just released by research company GlobalData, which stated that unique shapes and bright colours in packaging would drive digital sharing more and more.
“With visually driven social platforms such as Instagram and Snapchat becoming more prominent, brands will look to unique shapes and bright colours to appeal to consumers and encourage digital sharing,” GlobalData's consumers analyst Lia Neophytou said.
According to the company's primary consumer research, “how enjoyable or unique the product is” is often or always influential to over half of consumers globally when making purchasing decisions in food, beauty and grooming, alcohol, and non-alcoholic beverages.
It has therefore become more important for brands to create products which are enjoyable, unique, visually appealing, and can ignite desire among consumers to share the products with their friends and online communities.
“Bearing this in mind, packaging plays an important role in enhancing online ‘shareability’ credentials and should be designed to take advantage of the digital age,” Neophytou said.
“In particular, 26 per cent of consumers globally find unique shapes and bright colours exciting – more than any other features – while interactive packaging excites 23 per cent of global consumers.
“Brands should therefore consider these types of favourable packaging cues as a key vehicle for digital marketing.”
