Joanna Cosgrove, Contributing Editor07.17.20
A closure may not be the first thing a consumer notices about a package on shelf but how a closure looks and functions in conjunction with the rest of the package and the product can have a significant impact on the user experience and create an indelible brand impression.
“The first impression might lead to a purchase, but the overall experience can determine repeat purchases,” says Mark Bellard, president and owner, Siloa. “The aesthetic is complimented by the function [and] both are vital to a successful product.”
Making a good first impression is important for all products, but it is especially true for luxury products where caps are usually higher budget and lower volume. “It is important to these brands that the consumer perceives the luxury the brand has built into the package, which can be accomplished by way of texture, weight and of course, appearance,” says Bellard, adding, “Whatever ways the perception is achieved, it is vitally important.”
“The first impression might lead to a purchase, but the overall experience can determine repeat purchases,” says Mark Bellard, president and owner, Siloa. “The aesthetic is complimented by the function [and] both are vital to a successful product.”
Making a good first impression is important for all products, but it is especially true for luxury products where caps are usually higher budget and lower volume. “It is important to these brands that the consumer perceives the luxury the brand has built into the package, which can be accomplished by way of texture, weight and of course, appearance,” says Bellard, adding, “Whatever ways the perception is achieved, it is vitally important.”
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