The Psychology of Packaging: How Design Influences Consumer Perception and Purchase Decisions
Product boxes aren’t just containers that protect your product – they have a powerful influence on your customers. After all, when shopping for shampoo, the brand with the most appealing bottle usually catches your eye.
The same goes for packaging. How can you curate the psychological effects of your packaging and influence consumer behaviour?
Keep reading as we help you to influence your customers with custom packaging. This is your ultimate guide to the psychology of packaging and how to leverage it to your advantage!
Your customers subconsciously form opinions of your brand based on the colors, imagery, and typography you portray. Here are the many ways packaging influences consumer behaviour:
It’s easy to surmise that packaging is a powerful psychological tool.
Incorporating psychology into your packaging design requires a focus on three key areas – typography, colour, and images. Let’s explore.
Typography is more important than you think – fonts can create a tone for your business before your customer even tries your product. For instance, using a silly, playful font will create a fun image for your brand, which is ideal for toy companies.
Using a more standard, elegant font will help you convey that your products are from a reputable provider – which is more important for a luxury skincare brand. The font says a lot about your brand before your customer reads a word of the content!
To give you an example of how color affects your brand, let’s explore some of the psychological associations with colors:
Of course, the specific shade you choose may alter the perception and feel of your packaging. But you can leverage it to say something about your brand without putting it into writing. Try looking at the colors your competitors are using, and make sure your products stand out when compared with theirs.
Imagery is another powerful tool in your packaging arsenal – which is why so many brands have logos. Engaging the consumers’ eye and presenting them with a memorable image is the best promotion for your brand and will help you stand out from the crowd.
The more emotionally engaging your image is, the better it will be for your brand. So, when choosing images or custom stickers for your packaging, select the one that makes you feel something. If it’s connected with your branding and captivates your attention, it will do the same for your customers.
Now that you know the critical components of psychologically influential packaging, it’s time to design yours. Keep these factors in mind when designing your packaging, and make sure the result is cohesive and aesthetically pleasing.
Ready to start designing your custom packaging? Use The Packaging Company’s easy-to-use online tools to create and view your custom designs.
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