Prioritize user experience: When your customer purchases something from your brand, you want to ensure that their interactions with the product are optimal, so that they return to make a repeat purchase. This means the packaging for your product needs to be user friendly. Consider things such as ergonomics and ease-of-use. For instance, a dropper bottle is appealing to look at, whilst also facilitating the application of the right amount of product.
For instance, acidic formulations can react with certain plastics, causing leaching. Therefore, choosing packaging materials that are compatible with the product formulation is crucial. High-quality packaging made from materials like glass or specific plastics that have been tested for compatibility can help maintain the efficacy of the formula over time.
To illustrate this reason, we can take a look at McDonald’s branding. The choice of red and yellow was a deliberate one, as the red triggers feelings of appetite, while also attracting attention. The yellow works to inspire feelings of happiness and friendliness.