Why Your Dessert and Snack Packaging Matters as Much as the Recipe Itself

The packaging of food products has become increasingly important in recent years. The packaging of food is often seen as secondary to the food itself; however the packaging of food can greatly affect the way in which food is perceived by consumers. In terms of food served at events, the way in which food is packaged can greatly affect the perception that consumers have of the quality of the food and overall eating experience that they are receiving. High quality food packaging can therefore play a crucial role in ensuring that food is perceived as high quality by consumers. Many businesses are now investing in solutions such as custom catering boxes in order to ensure that their food is packaged in the best possible way and presented to consumers in the best possible light.

The First Impression Happens Before the First Bite

The way in which food is packaged can have a huge effect on our perception of taste. The visual aspect of food is the first thing that we notice, and this can create or destroy our expectations before we have even taken a bite. Our sense of touch also comes into play and can greatly affect the way in which we perceive food. The packaging of a dessert or a snack can therefore create a very strong first impression which can greatly affect the way in which we experience eating that product.

By providing an initial positive impression, the packaging can have a huge impact on the perceived taste of the product. In fact, research within consumer psychology has shown time and time again that how a product is presented can have a huge impact on the way in which it is perceived. For example, in blind taste tests, where participants are not aware of which product they are tasting, identical products can be presented in different packaging and those products presented in premium packaging can be rated higher by the taster than those in basic packaging, even when the taster knows that they have been presented in different packaging. This means that the packaging can actually change the way in which a product tastes.

There are, however, ways in which your initial impression of a foodstuff is positively affected by its packaging and subsequently its taste. Most notably the expectation that a beautifully presented product tastes better than a similarly presented inferior item. This is because your anticipation and subsequent perception of the experience before you actually eat the food will inevitably affect your subsequent perceptions of taste, smell, texture and indeed even your general impression of the item as a whole. The reason for this is largely psychological in nature but the simplest way to describe the scenario is that if you anticipate something excellent then you are likely to be extremely satisfied by it and therefore happy to recommend it to others. So, it really does matter what impression your foodstuff makes initially — because that initial taste, or sense of the food, will prime you for subsequent consumption and enable you to form a greater appreciation and memory of it.

Packaging Protects the Work You Put In

The hours that you spent in perfecting a recipe will go to waste if the item is not properly packaged and its quality is compromised during the distribution channel. Moreover, packaging with proper structural design, moisture barrier and supporting structure will also aid in protecting the item during display and hence enhance its visual appeal to potential customers.

For delicate sweet treats it is particularly important to ensure the correct packaging to protect against damage. This is often not the case with standard packaging. For example layer cakes need to have sufficient support within the packaging to stop the layers from moving. Decorated biscuits and cakes such as cupcakes need to be deep enough within the packaging to stop the buttercream or fondant decorations from coming into contact with the lid of the packaging. This could cause the decoration to be flattened or damaged. Chocolate items need to be protected from temperature and humidity changes that can cause the chocolate to develop bloom or for the surface to become dull and look as though the chocolate has gone off.

Common protection failures that good packaging prevents:

• Moisture getting into the packaging and affecting the crispiness of your product
• Products which are fragile and may be broken in transit such as meringues and macarons, which are ideal for packaging in sturdy boxes that will protect them during movement
• Decoration contact with packaging surfaces flattening or smearing detailed work
• A greasy mass or spots of grease on the packaging as a result of grease having migrated from the packaged goods through the packaging material
• Grease migration which can leave unsightly marks on the outside of the packaging, particularly problematic for baked goods packaged for storage for long periods of time

These common packaging failures can be prevented by investing in cardboard food boxes. These types of containers are specifically designed with the needs of the food industry in mind and are made with the right materials and structure to protect your products.

Snack Packaging and the On-the-Go Opportunity

There is a world of packaging opportunities for the snack category. Snack packaging will travel with the product to a variety of occasions and environments and will present opportunities to packaging formats that dessert packaging do not. While packaging for occasions can be designed to present the product in the best light at the point of sale, packaging for the snack category will be consumed in motion, in transit, between occasions, at work, at leisure, on the go. Packaging for a variety of activities and between a variety of commitments. In these situations the packaging must be able to facilitate easy access to the contents, provide comfortable handling and contain any mess that may occur.

Packaging can offer the business a number of competitive advantages. The packaging of a snack in a bag or pouch that can be resealed between consumption occasions can reduce waste and extend the life of the product. Easy opening is another important feature. If packaging is to be used on the go and is to be opened by the customer between journeys, then it must be easy to open without the aid of scissors or other tools and without requiring excessive force.

As people take their snacks with them on the move, they travel with the packaging too. This creates the chance for a business to be seen in a new way. Consumers are more likely to notice a piece of branded packaging than packaging seen at home. A snack bag, for example, could be spotted on a desk, in a bag or on the move with someone and create a great impression of a brand. As packaging is an extension of a brand, it can turn into a mobile brand ambassador. It can turn into a walking, talking brand for a business. All the business needs to do is to create packaging that is of a high enough standard to be noticed and then it will do the rest.

As a business with a unique range of snacks it will be important to ensure that custom snack bags are created to showcase the products. In this way customers can be sure to recognize their favorite snack in a crowded market and the business can avoid being seen as nothing more than another commodity.

The Social Media Dimension of Sweet Packaging

Food content is the largest form of content on social media platforms. Food packaging is therefore critical to ensuring that your product is able to be showcased. Whether your product is so beautifully presented that it is worthy of being photographed time and time again, or if it is a product that is so innovative and needs a bit of help in terms of its packaging, then investing in premium packaging is a must.

This social sharing creates a marketing economy around your packaging investment. Every time a customer takes a photo of a product packaged by you and then posts it on their social media account, that product and your packaging becomes a marketing tool. This can be shared with their entire social media network of followers and contacts. Even if that customer has never heard of you before and would not have come across you through any other form of marketing, here they are being exposed to your branding and business. This can create awareness of you and your business with thousands of potential customers at no additional cost to market your business.

Design elements that encourage social sharing:

• Distinctive color schemes that stand out in scroll-heavy social feeds
• Thoughtful structural packaging details that encourage close inspection and subsequently great packaging shots
• Design elements such as branding elements, messages or imagery that are photogenic and will look good in most circumstances such as various internal environments, indoor and outdoor locations and different lighting conditions
• Flat-lay friendly design of packaging and products that creates attractive compositions
• Unboxing sequences that create natural narrative arcs worth documenting and sharing

Packaging Consistency Builds Business Identity

Individually great packaging does not equal a great packaging strategy. Rather, it is the packaging of a business as a whole that plays a significant role in a company's overall identity. Packaging that is consistent throughout a business's product ranges, and indeed across all formats, occasions and contexts in which said products will be consumed, creates and reinforces a brand identity or image. Such packaging designs enable customers to recognize products by a business even before they have had any previous interaction with them. Consistent packaging thus also encourages brand recognition and reinforces an existing identity of a company over time.

When businesses with a focus on sweets or other types of snacks introduce consistent packaging across all of their products, it is only a matter of time before their brand is well recognized by customers. People remember packaging and the next time they see it they will immediately recognize it even if they have seen it before in a completely different context. This is why packaging that is introduced at market stalls and from there is sold in online shops is so effective. Also, people who receive products as gifts made of sweets also recognize the packaging later on social media. Consistent packaging is a guarantee for brand recognition and this in turn is good for a business as it increases trust with customers and helps to build up a positive image of a company.

Consistency elements to establish and maintain throughout all your packaging:

1. Colour palette: Consistently use the same colour scheme on all packaging formats, sizes and products
2. Typography: The use of the same font families and hierarchy throughout all printed packaging materials
3. Material quality: Using consistent high quality materials across packaging types and products
4. Surface treatment: All of your packaging should receive the same surface treatments to ensure that your packaging all has the same feel, regardless of type or size
5. Structural philosophy: Your packaging design should reflect a design strategy that has been used throughout all packaging formats and will be recognizable in all packaging formats