According to Mintel's 2014 Food Packaging Report, 54% of consumers agree that it is important to see a product through its packaging. Additional studies have shown that transparent packaging performs better at driving sales in comparison to opaque packaging alternatives. This is especially evident within the food industry where clear packaging manages to stand out and cut through the clutter on the shelves of your local grocery store. There are a number of reasons why transparent packaging manages to outshine other packaging solutions, today we’ll go through a few:
The primary real estate of your product packaging is the first place consumers will look. Transparent packaging centers your product as opposed to its packaging. Manufacturers are able to display the design of the primary packaging of their product. If you’ve put a lot of work into the design of your product, the simplicity and transparency of clear packaging will allow consumers to see the quality of work you’ve put into your product design i.e. high quality printing and finishing in the case of beautifully crafted or uniquely shaped perfume or cologne bottles, etc.
Ultimately seeing the product through transparent packaging is more ideal than reading a description about the product. Clear packaging offers more product transparency (no pun intended), than opaque packaging options. Seeing the product gives the consumer a better idea of what is inside in comparison to non-transparent packaging alternatives. Clear packaging offers a level of transparency opaque packaging solutions simply do not, as it allows for consumers to better assess the colour, size, and other aspects of the product in order to determine whether the product will meet their needs.
Within the food industry, studies have found that transparent packaging boosts sales. Why? By allowing consumers to examine the actual product - consumers receive a more refined sense of the product's nutritional transparency. In today's health-obsessed era, we want healthier, more nutritious, and fresher foods. We want to be able to see with our own eyes the ingredients and textures of the product as a sort of validation that yes, this product is as fresh and healthy as it claims to be.
A recent study published by Clemson University, used bio metrics such as rapid eye movement or REM, blood flow, and skin reaction to measure consumer reactions to an array of packaged products. The study found that almost 70% of products aren't even looked at - however, products in transparent packaging are more likely to be picked up as it demonstrates the product's attractiveness and freshness in comparison to products in opaque packaging.
A whitepaper published by UPM Raflatac also found that 1 in 2 people would rather see the product through its packaging, and also found that 1 in 2 people choose a product by its appearance opposed to its 'best by' date.
In sum – transparent packaging offers a myriad of benefits over opaque packaging alternatives. Allowing your product to shine through its packaging (as opposed to the other way around), will result in a higher likelihood of your product outshining competitors on the sales shelf.
