4 Reasons Shoppers Are Browsing and Not Buying Your Products

Put yourself in your shoppers' shoes for a minute. You’re in a beautiful boutique. The sunlight is filtering through the front window, and there are products in beautiful vignettes all around you. Where do you start? You scan the space, and then you probably start with the first thing that catches your eye. 

But what if your product isn’t grabbing the attention of your ideal shopper? It’s likely they are breezing right by your product without even knowing it exists. 

If you find yourself with this very common problem, you may need to take a closer look at your product packaging. Here are some reasons why shoppers may be overlooking your product and what you can do to fix it.

Reason No. 1

Your Packaging Doesn’t Show and Tell What Your Product Does Fast Enough

We have short attention spans, and they are getting shorter every day. (Thanks, social media!) While shopping, customers scan the shelves and do not read every word on the product packaging. Instead, they rely on their first impressions to decide what to take a closer look at. You only have three seconds to make that important first impression and grab someone's attention. 

To ensure you’re using your 3 seconds wisely, your packaging needs to be super clear about what the product is and what it does in just a glance. If your packaging doesn't provide this information quickly and effectively, you might lose potential sales.

Reason No. 2

Your Packaging Doesn’t Differentiate Your Product From Other Options

Unfortunately, your product isn’t the only choice on the shelf. We wish, right? Your product is going to be displayed with similar products that may have the same function and benefits. In this situation, shoppers have a tendency to fall back on familiar choices. This is why it is so important to show customers how your product is different and unique. 

If your packaging doesn't make your product stand out from the competition, customers may choose a competitor's product over yours. Your packaging should highlight your brand’s distinct personality while highlighting what makes it better than the other options available. This helps create a lasting impression on the customer and increases the likelihood of them choosing your product.

Reason No. 3

You Don’t Have a Strategy Behind Your Packaging Design

Here’s the thing, it’s easy to pick out the colors, patterns, and graphics that you love. But your packaging is the first physical communication most of your customers will receive from your business. So if you design your packaging based on your likes and the feedback of friends you’re missing the opportunity to connect directly with your customers.

This is why, here at Hidden Path Creative, we start with research to identify what your customer needs to know to feel compelled to buy. We then take those messages and turn them into show-and-tell elements that are easily scanable. Your strategy is going to not just help you communicate in a way that resonates with customers but do it fast, to grab their attention. 

Reason No. 4

You Aren’t Using Your Packaging to Show Customers “Why to Buy.”

What does your customer truly want when they buy a product like yours? Is it ease and convenience, health and wellness, or style and status? Think beyond the features built into your product and get the core problem your product solves for shoppers. This solution your product provides is your “why to buy,” and every product should have one.

Your packaging should not only show what your product does but also why customers should buy it. This doesn’t have to be complicated, in fact, it should be super simple (remember we’re looking for skimmable content). Take a baking mix for example: the main value is being able to easily make a delicious cake without buying a ton of ingredients. Most mixes quickly show off this benefit with a photo or illustration of a perfect-looking slice of cake. So, consider how you can highlight the unique “why to buy” for your product as simply as the slice of cake on a baking mix box. 

Key Takeaways

To increase your chances of attracting customers and boosting retail sales, product packaging must effectively communicate the product's features, set it apart from competitors, have a well-planned design strategy, and emphasize the product's unique selling proposition.

At Hidden Path Creative, I make it my mission to support product-based businesses with standout packaging design to grow their brand recognition and sales. 

If you want to work together, please drop me a line here. I love connecting the creators of innovative products. 

Pssst, you can also check out Packaging Pronto. This VIP design day provides a unique opportunity for your product packaging to be designed in a day so that you never miss a sale.

Oh, and come say hi on Instagram, and join a community of like-minded product entrepreneurs!