In the world of consumer goods, bespoke packaging is more than a simple protective vessel for a product—it is a communication tool that has the power to influence consumers’ buying decisions. In this article we discuss The Visual Language of Packaging: A Psychological Analysis of Consumer Response.
The visual language of packaging taps into the psychology of consumers, subtly guiding their buying decisions and shaping perceptions of brands. This article explores the psychological aspects of packaging design and explores how it impacts consumer responses to brands.
Table of Contents
Packaging and the Buying Journey
Packaging plays a crucial role in the consumer buying journey. It acts as the first point of contact between the product and the consumer, and first impressions really matter. A study by Ipsos found that as many as 72 per cent of consumers said a product’s packaging design influences their purchasing decisions, underscoring the importance of impactful packaging.
Furthermore, customers seek specific elements in packaging for them to think the product is worth buying. For instance, it should be easy to open, resealable and eco-friendly where possible.
The packaging should also provide clear and concise information about the product inside, including materials used, details about manufacturing processes and information on ethical sourcing.
Consumers today value transparency from brands, and they’re willing to vote with their wallets. A report by NielsenIQ found that just over 70 per cent of shopper’s view transparency as ‘important’ or ‘extremely important’.
For this reason, product packaging should give consumers all the information they want to know, which will then help to build trust between the potential buyer and the brand.
Key Components of Great Packaging
Not all packaging is built equal. But good packaging has common characteristics, including appropriate use of colour, the shape and size of the packaging and its material.
Let’s explore these aspects in more depth:
Colour
Colour is one of the most important aspects of product packaging. Colour doesn’t only identify your brand; each colour has its own associations that speak for your brand.
For example, green is commonly associated with nature, health and fitness, while red is associated with action, energy and passion. Blue, on the other hand, connotes stability and trust, while yellow signifies happiness and positivity.
Luxury brands often lean heavily on black because it has an air of sophistication and exclusivity about it. One study even found that 90 per cent of consumers make judgements based on colour alone!
If that doesn’t convince you of the power of choosing the right colour for your product packaging, nothing will.
Shape and size
When you think of product packaging, the first thing that springs to mind is probably a square or rectangular cardboard box. But packaging comes in many weird and wonderful forms.
To ensure your product stands out on the shelf, a standard square box, a plastic bottle, or a bag might not cut it. Over the years, brands have reaped the rewards of daring to package their products in unique ways, even if it’s just for a marketing campaign.
For example, Nike grabbed consumer attention a decade ago when they packaged their Nike Air Max footwear in a bag filled with… air! The air-cushion packaging design ensured the shoes were visible and used fewer materials than the usual Nike packaging.
Materials
The material of your packaging matters more than ever—it communicates your brand’s identity and influences consumer perceptions. Because today’s consumers value sustainability, you should endeavour to package your products in eco-friendly packaging.
The good news is that there are plenty of eco-friendly packaging solutions to choose from, including recycled cardboard and paper, recycled plastic, biodegradable bubble wrap, cornstarch packaging and even mushroom packaging!
Differentiation: Standing Out from Competitors
It’s competitive out there. In a market saturated with shelves of similar products, packaging is a powerful tool that allows your brand to differentiate from the rest. So, how do brands do this with packaging?
Let’s explore a few examples. As sustainability moves up the social agenda, more brands are demonstrating their commitment to sustainable practices through their packaging.
For example, numerous laundry detergent brands have moved away from plastic to recyclable containers, and their packaging communicates their change in direction. But that’s not all.
These brands also reduced the size of the packaging to limit waste and included sustainability information on the boxes.
Targeting the Younger Consumer
When it comes to packaging, consumer psychology differs between age groups. Brands are increasingly using their packaging to appeal to younger consumers, particularly Millennials and Generation Z, who make up around 50 per cent of the UK and US populations.
These consumers tend to value transparency, simplicity and personal connection and are drawn to brands that showcase their values and product quality with clean and simple packaging designs.
To appeal to this consumer segment, brands have used transparent packaging to showcase the products inside, or they’ve used bright colours, bold fonts and minimalist designs.
Take Glossier, a popular beauty company. Glossier’s iconic pink and white branding is a favourite on social media, with almost 800,000 posts tagged with the hashtag #glossier. The packaging preferences of this demographic really do prove that sometimes less is more!
In Summary
In such a competitive retail landscape, intensified by the cost-of-living crisis, packaging acts as a storytelling device that brands must leverage to appeal to consumers.
It serves as a vital touchpoint in the consumer’s buying journey, giving them a glimpse of your brand values.
The psychological implications of packaging choices, such as colour, size and shape and the materials used, cannot be understated—colours evoke specific emotions, while the size and shape of the packaging contribute to its shelf appeal and tangibility.
The materials used reflect your brand’s core values, and based on the priorities of today’s consumers, sustainability should play a key role.
In a saturated market overflowing with new products, packaging acts as a key differentiator, allowing brands to truly stand out and resonate with their target audience.
The visual language of packaging is a powerful tool that businesses must leverage to appeal to consumers.
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