Be Transparent! What You See Is What You Get

Consumers really embrace this concept when considering a product purchase; studies show that consumers are 4 times more likely to buy a product when they can see at least some of what they are getting through the container, and can judge product quality for themselves.

A Clemson University study in 2012 set out to determine how this packaging style influenced consumer shopping behavior. They monitored fixated impressions and purchases (through the use of special eye-tracking glasses) of household items like toothbrushes and men’s razors. Results showed that clear packages received 675% more fixations than paperboard packages, and there was a “strong purchase preference” for clear plastic packaging over the printed paperboard cartons.

Consumer quality concerns can be even more pronounced in food products– many brands have switched to a clear container, pouch or bag to give consumers a peek at the quality of their product before purchase.  This helps capitalize on the underlying consumer thought pattern -- “If it looks appetizing in the container, it will look appetizing on the plate.”

Brands can help consumers make the mental leap from store shelf to their dinner plate, and easily achieve product transparency by using a clear container with a smaller label, so that the contents can be seen surrounding the label; or by having artwork printed directly on the container, leaving a “window” of space unprinted. Additionally, the use of a cardboard “wrap” around a clear container has shown effective, especially when the window is die-cut into a specific, brand defining shape.

Even if your product is designed in a way that the surface reveals little and the real consumer content is encased, consider showing at least the surface of your product through the package anyway. It shows trust, value and authenticity in your product, which goes a long way with consumers.