Womens Influence on Packaging

Women are working, earning and buying more, and consequently have a significant influence on todays product packaging. It is no secret the educational growth, earning power and purchasing power of women today is on a definite upward trend, and has been trending in that direction for some time. For example, women currently earn more bachelors (57.2 percent) and masters (58.9 percent) degrees than men (National Center for Education Statistics). And womens median incomes, at least when compared with mens, have been rapidly climbing. In the past three decades, mens median income has grown just 0.6 percent while womens median income has grown an impressive 63 percent (Business Week, Feb. 2005). With this type of income growth, it is no surprise the influence of women in purchasing decisions is also increasing.

Published statistics vary slightly but, in general, women account for between 80 and 85 percent of all consumer purchases. When certain product categories are involved, women far exceed those buying percentages, such as with over-the-counter (OTC) pharmaceuticals and food, where women account for 93 percent of purchases (About.com). With this tremendous influence in purchasing, women also have a tremendous influence on packaging, including everything from the ergonomics of todays automobiles to the closure on a bottle of vitamins.

Influencing Packaging

Women have strong ideas about what they want in packaging today. Our research, developed through Weatherchem focus groups conducted over a number of years, has found women know exactly what appeals to them. If packaging does not meet their requirements, their buying decision is clearly influenced. As the buying decision for packaged products (like spices and vitamins and minerals) is often made by women, their requirements influence our own designs.

Four areas influence packaging preferences of women:

ColorPackaging design for women goes far beyond making your product a shade of pink. But women are influenced by the colors of packaging. Their preferences from the color palette are clearly different from mens preferences. At Weatherchem, we have the capability to match the color of our closure systems to package design, providing an attractive product package with significant shelf appeal for the female purchaser.

ShapeWomen prefer packaging that has appealing shape, visual characteristics, functionality, and that is easy for them to handle, store, open and close. Our research has shown the shape of our Flapper® and NutraFlapper® closures, which allow control of the amount of product dispensed, is an important packaging feature women appreciate. When designing packaging with women in mind, shape can influence a positive buying decision. If the product shape is not ergonomic, or if a package is difficult to lift and carry, it is more difficult to sell to women.

ImageImage supports and often defines a products audience. The image of your product and its package design can target that product for a particular market and demographic. Consumers have told us package design and functionality clearly contributes to product image and quality perception, and to desirability of the product for its target market.

TextIf there is a single important factor regarding text on packaging, it is that the copy be easy to read. Various recent consumer studies show easy-to-read text on product packaging helps a product get noticed and consequently purchased.

The Age Factor

As Baby Boomers age, we see the need for packaging to recognize the requirements of an aging population while at the same time filling the needs of the general population. For example, young women are particularly attracted to packaging that appears to be of high quality. They also purchase for convenience in terms of package size, as they typically have less available storage space.

Women in the Baby Boomer generation also purchase for convenience, but convenience, in this instance, includes easy-toread, larger-print labeling on an easy-to-use package. For example, a brand that has the convenience of the NutraFlapper® cap has a distinct appeal to Boomer women, as they do not need to twist open a cap, but can simply flip it open with a thumb. Controlled access to the product inside is easy; women can dispense the amount they want without pouring excess product. Participants in our focus groups have expressed many times their preference for controlled access dispensing and the ability to open a package with the flip of a thumb.

While there are different influences brought on by age, there are common product packaging traits women of all ages prefer. Products need to be easy to store. They need to be convenient to use. Women, who typically have smaller hands than men, need to be able to grip and lift products easily. They need handles to help them lift and carry products. Considering all of these factors when designing product packaging can help a product become a market success.

Our controlled dispensing closures easily match the packaging requirements women demand. Color, shape, image and high visibility are all part of what we present to packaging designers. Our newest product offerings (such as FlapMate, NutraGen II and LiquiFlapper® closures) can provide packaging with brand enhancing qualities that will appeal to the female consumer. The Weatherchem closure design is contemporary and functional, with the type of convenience and features that can satisfy the most demanding packaging requirements.

Women are knowledgeable and demanding consumers. They research purchases before they buy, and whether they are a part of Generation X or the Baby Boomer generation, packaging design plays an important part in their buying decisions. 

Whitney Reichheld is marketing manager for Weatherchem, creators of the original Flapper® dispensing closure and one of the industrys most innovative closure product lines. For more information , phone (330) 425 - 420 6 , e -mail , [email protected] or visit www.weatherchem.com.