Get into the cart: The path to purchase model for packaging your products

Customers are more likely to purchase your products and connect with your brand if they feel nurtured in their relationship.

This is important for premium product-based
brands because your potential customer needs to understand the bigger value and meaning that your brand makes on their lives.

Not just the features and benefits.

From a marketing perspective, this can be explored using the Path to Purchase model (Know, Like & Trust).Typically, the Know, Like and Trust concept is applied to your marketing and content strategy.

However the idea can be applied to your packaging and branding as well!

What is the KNOW, LIKE & TRUST factor?

➊ Know

When you apply the "Know" part to your packaging, the purpose is to create awareness of your product through your packaging. If your ideal customer doesn't know that you product exists, they cannot purchase from you.

Do this by:

  • Making your packaging visually sticky. Stand out in people’s minds with memorable, one-of-a-kind packaging.
  • Ensuring your logo and product title are visible on your packaging so people connect your product with your brand.
  • Add copy to your packaging describing what people need to know first about your product.

➋ Like

Like is all about building resonance with your customers in your packaging and product. Ultimately, you want your customer to like what your product and packaging stands for and represents so that they emotionally feel connected to your brand.

Do this by:

  • Show your brand’s values through promise icons.
  • Use materials (eg. compostable labels) that connect with your customers’ values.
  • Show the human side of your brand with your brand voice and personality.

➌ Trust

In Trust, your packaging needs to convey your expertise and dedication to serving your customers. It is about showing how your product or offering solves a problem for your ideal customer in its own unique way. Y

Do this by:

  • Make your point of difference or expertise clear.
  • Ensure your packaging aligns with the quality of your product.
  • Provide ways for customers to connect with you for more info.
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✴︎ Free ✴︎
Training: Get your product into the hearts & carts of your customers
✴︎ Free ✴︎
Training: Get your product into the hearts & carts of your customers
✴︎ Free ✴︎
Training: Get your product into the hearts & carts of your customers
✴︎ Free ✴︎
Training: Get your product into the hearts & carts of your customers
✴︎ Free ✴︎
Training: Get your product into the hearts & carts of your customers
✴︎ Free ✴︎
Training: Get your product into the hearts & carts of your customers
✴︎ Free ✴︎
Training: Get your product into the hearts & carts of your customers
✴︎ Free ✴︎
Training: Get your product into the hearts & carts of your customers
Training: Get your product into the hearts & carts of your customers
What you will learn:
  • Strategy 1: How to visually create differentiation and stand-out for your product within a saturated niche.
  • Strategy 2: How to gain cost and time efficiencies by choosing the right packaging architecture system for your product range.
  • Strategy 3: How to define the must-seecontent that your customers need to see on your packaging.
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Clarify and define your business' vision
✴︎ Free ✴︎
Clarify and define your business' vision
✴︎ Free ✴︎
Clarify and define your business' vision
✴︎ Free ✴︎
Clarify and define your business' vision
✴︎ Free ✴︎
Clarify and define your business' vision
✴︎ Free ✴︎
Clarify and define your business' vision
✴︎ Free ✴︎
Clarify and define your business' vision
✴︎ Free ✴︎
Clarify and define your business' vision
Clarify and define your business' vision
What you will cultivate:
  • A practice for reflection and Create a vision for your business.
  • A connection with your intuition on daily business for making aligned business decisions.
WHICH STATEMENT BEST describes YOUR business?
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Training: Discover your brand's personality archetype blend
✴︎ Free ✴︎
Training: Discover your brand's personality archetype blend
✴︎ Free ✴︎
Training: Discover your brand's personality archetype blend
✴︎ Free ✴︎
Training: Discover your brand's personality archetype blend
✴︎ Free ✴︎
Training: Discover your brand's personality archetype blend
✴︎ Free ✴︎
Training: Discover your brand's personality archetype blend
✴︎ Free ✴︎
Training: Discover your brand's personality archetype blend
✴︎ Free ✴︎
Training: Discover your brand's personality archetype blend
Training: Discover your brand's personality archetype blend
What you will learn:
  • Step-by-Step method: For defining your brand's unique archetype blend.
  • Examples: How to apply the personality archetype system to your brand.
  • 3 common mistakes: to avoid when expressing our brand's personality and voice.
WHICH STATEMENT BEST describes YOUR business?
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By submitting your form, you permit us to get in touch with you via email and send you additional brand and packaging design resources and tips for visionary, conscious biz owners. We respect your privacy and will never spam you or share your details. Unsubscribe any time.

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Packaging Checklist: must-have content for your product launch
✴︎ Free ✴︎
Packaging Checklist: must-have content for your product launch
✴︎ Free ✴︎
Packaging Checklist: must-have content for your product launch
✴︎ Free ✴︎
Packaging Checklist: must-have content for your product launch
✴︎ Free ✴︎
Packaging Checklist: must-have content for your product launch
✴︎ Free ✴︎
Packaging Checklist: must-have content for your product launch
✴︎ Free ✴︎
Packaging Checklist: must-have content for your product launch
✴︎ Free ✴︎
Packaging Checklist: must-have content for your product launch
Packaging Checklist: must-have content for your product launch
This Packaging Checklist is divided into 3 parts:
  • PART 1: Covers the must-have content specific to each product SKU.
  • PART 2: Covers the company and business info that all your products packaging should include.
  • PART 3: Content and visual elements unique to your brand that can differentiate your product for maximum stand-out in a saturated niche.
WHICH STATEMENT BEST REFLECTS WHERE YOU currently ARE IN YOUR BIZ?
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Jo ChunYan is a bespoke packaging & branding design studio for visionary founders. We acknowledges the Bunurong Boon Wurrung and Wurundjeri Woi Wurrung peoples of the Eastern Kulin Nation and pays respect to their Elders past, present and emerging.