Packaging Survey: Complicated Packages Can Impact Future Purchases

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Posted Aug 07, 2015

Today is Particularly Preposterous Packaging Day. It’s a holiday that’s become much more relevant in recent years, especially with the increasing popularity of online shopping and some of the particularly preposterous packaging that accompanies those purchases. But can brands go a bit overboard with their packages? What do consumers think about the different methods used? And which brands do the best job of packaging their items?


Package Importance

In Ask Your Target Market’s latest survey, 70% of consumers agreed that the way businesses package their goods can impact their opinion of the products or the company as a whole. But it doesn’t seem like many consumers are that upset about particularly preposterous packaging – 69% think that most brands do a pretty good job of packaging their products.

Preposterous Packaging

When it comes to packaging methods, there are a few factors that can contribute to insufficient, unnecessary or just plain ugly packages. The worst sin seems to be creating something that is not user friendly; 62% said that using packaging that is difficult to open could negatively impact their chances of shopping with that company again. 45% said the same about using too many wasteful materials in their packaging. 35% dislike packaging that is not aesthetically pleasing. And 5% shared other packaging pet peeves such as not including directions or just not having any protective packaging whatsoever.

Best Brands

Each brand has a different method when it comes to packaging items. But Amazon seems to be consumers’ favorite when it comes to packaging items sufficiently, without being particularly preposterous. Other companies mentioned include Apple and Samsung. And cereal or similar food brands like Kellog, Kraft, and General Mills were said to have some of the most interesting packaging. You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: package! from FlickrWhat do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on August 6 via AYTM’s online survey panel.

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