When we think of quality packaging design, many aspects come to mind. Does it look good? Does it convey the information consumers need? Does it communicate your brand’s message? A solid packaging strategy needs to tap into consumers’ emotions and convince them that your product is superior to others.
One of the most creative ways to appeal to the senses is by utilizing scented packaging and labels. Our sense of smell has a larger impact on our emotions and memories than any other part of our sensory system. At Ritter’s Printing & Packaging, we explore how you can enhance your print marketing by using scent on your packaging.
Scented packaging basics
Why scented packaging works has a simple scientific reason. The olfactory system, our sense of smell, is closely linked to the limbic system, which is the part of the brain that involves behavioral and emotional responses.
The power of scent has the ability to not only transport us to a different time or place, it also has a major impact on our purchasing decisions. In fact, 81% of people are more likely to buy a product they can see and smell over one they can only hold.
Including scents in your packaging and labeling shows consumers that your company cares enough to go the extra mile and provide them with an interactive experience. By enhancing their shopping experience, consumers feel that they are making a more informed purchasing decision.
Benefits of scented packaging
Aside from drawing the attention of potential customers, packaging is critical to protecting the contents. By adding unique components, such as scent, to your packaging, you enhance the consumer’s overall experience. Scented marketing, including point of sale, packaging, labels, direct mail, and other marketing materials offers many benefits to businesses and consumers, they include:
Product Perception
How current and potential customers view and experience your packaging and marketing materials directly impacts their overall perception of your brand. When looking for a specific product, most consumers already have a general idea of what they expect. By providing an experience instead of just a product, you can have a positive influence on how they perceive your product and brand. Meeting (and surpassing) customer expectations has a direct correlation to your success. Scented packaging and marketing can play a pivotal role in product perception as they can evoke feelings such as freshness or luxury. If a product seems unique and desirable, people are more likely to consider it for purchase.
Brand differentiation
Creating a unique and distinct brand identity does more than help you stand out from the crowd. Brand differentiation is a critical marketing strategy that helps to create a lasting memory in the minds of consumers. A unique selling point sets you apart from the competition and showcases why your product is superior. Your packaging is the first thing people see and incorporating scented packaging helps keep your product fresh in their minds.
Sensory Experience
As humans, we thrive on unique sensory experiences and packaging is no different. Sensory marketing can stimulate the brain activity of the consumer and provide them with an intimate connection with the product. Sensory marketing, especially scented packages, stands out from other products and immediately invites consumers to interact with the product. This provides a competitive advantage as it increases customer loyalty by keeping your product relevant and memorable.
Emotional connection
Our sense of smell is the first sense our body develops. In fact, by the time we are born, our olfactory system is already fully formed and functioning. Because of that, it comes as no surprise that 75% of our emotions are impacted by scents we connect with pleasure, well-being, and fond memories. If your packaging and printing materials evoke those positive emotions, consumers are more likely to form a more positive connection with your brand. Positive emotional connections not only lead to increased initial purchases but also more return customers.
Scented packaging applications
Many industries and products can benefit from scented packaging. Some of the most common applications include:
- Cosmetics and personal care: One of the most common applications for scented packaging is for personal care items such as cosmetics, lotions, perfumes, shampoos, and soaps. Providing a “try before you buy” experience connects consumers with the product to find a scent they enjoy.
- Cleaning products: As with cosmetics and personal care items, people search for cleaning and home products that complement their lifestyle and scent preferences. Scented packaging on products such as detergents and home fragrances allows people to try the product before they commit.
- Food and beverage: People are inherently tied to memories they have with food and beverage. Scented packaging plays on the sense of nostalgia and provides positive emotions before making a purchasing decision.
- Apparel: Scented packaging for apparel creates a unique experience that will align consumers with the level of quality of the product. It can add a sense of brand identity that complements the style and theme of the item.
Scented packaging at Ritter’s Printing & Packaging
Scented packaging not only provides a preview of what’s inside, it also establishes a sense of brand loyalty. Consumers are always on the lookout for products they can connect with. Scented packaging makes consumers feel special by allowing them to experience your product even before their purchase. When they see scented packaging or labels on a shelf, they are more inclined to pick up the product. Showing people that you take pride in your brand gives an immediate sense of luxury and quality.
At Ritter’s Printing & Packaging, we understand that no packaging campaigns are alike. We take pride in providing custom solutions that are sure to make your product stand out. Since 1988, we have been the premiere printing and packaging company in South Florida through our dedication to exceptional quality, fast turn-around times, and focus on customer satisfaction.
If you have any questions about our printing services and how we can use scent applications in your next project, call us at (954)-771-7204.
