How Does Packaging Influence the Consumer?

How Does Packaging Influence the Consumer?

Packaging and purchase decisions go hand in hand. Often, it’s the first impression a consumer gets of your brand. Or, it’s how they differentiate your products from competitors. The style and design you choose say a lot about your brand, even if you’re an online retailer. 


In this article, you’ll learn how packaging influences consumer behavior and why it’s so important.


Key Elements of Product Packaging

There are many things to consider when thinking about packaging and how best to attract consumers. Most packaging will include some or all of the following: color, brand exposure, labeling, product description, brand story, print finishing, and added value.


How Important Is Product Packaging?

The importance of packaging can’t be understated. It’s what catches a consumer's eye, making the first impression before they’ve even got to the product itself.



The style of packaging and materials used should be a direct reflection of your brand personality, values, and market positioning. 


For example, if you’re a high-end luxury brand, your packaging needs to ooze style, class, and premium quality. Yes, this will be more expensive, but it uplifts and elevates your brand positioning. Furthermore, it makes the product itself appear better quality.


Furthermore, if your brand story centers around sustainability and eco-friendliness, you should use recyclable, green materials and promote this on your packaging. If your target audience is environmentally conscious people, you need to speak directly to their needs.



In-Store & Online – Packaging Matters

If you’re selling a product in-store amongst other competing brands, you have to use design elements that make you stand out. However, it still has to fit with your market positioning. 


Do something original to attract people’s attention. This doesn’t have to be an outrageously colorful or shiny finish – it can be a minimalistic approach.


Online-only businesses are able to ignore the head-to-head packaging battle and focus purely on making it an experience for consumers. As mentioned, packaging sets the tone. It should entice the buyer and portray the same attributes of your brand and product.


In Summary

Unquestionably, packaging influences consumer behavior greatly. It’s an extension of your brand and builds a connection with consumers. 


In-store, first perceptions are everything. If you can create packaging that stands out and, upon inspection, resonates with and intrigues your desired audience, then you’ve succeeded. 


If you’re still unsure how packaging influences consumer behavior, our marketing and design experts are available to provide advice and guidance – just get in touch.