How Does Product Packaging Design Influence Consumers Behavior

Psychology, motivations, and buying impulses this is consumer behavior that product packaging design must influence, see how it’s done.

Product Packaging Design

Photo by Toa Heftiba on Unsplash

These days competition is as fierce as ever, which is why companies continually study their target audience in an attempt to find new and effective ways to connect with them and market their products.


A key part of consumer behavior is understanding how and why people select and use one product or service over another. As you can imagine, the findings are usually related to their psychology, motivations, and buying impulses.


As companies strive to innovate their products to outmaneuver their competition, packaging design becomes increasingly important as it provides another way to capture the attention of the consumer. 


According to a recent study, “the package becomes an ultimate selling proposition stimulating impulsive buying behavior, increasing market share and reducing promotional costs,” thus highlighting the significance well thought out packaging can have on a company’s revenue. 


How Customers Benefit From Packaging Design

With all that said, it’s important to remember that the idea of any product or service delivered by a business is to deliver value to its customers. On that note, here are a few ways in which product packaging design benefits the customers:


  • It protects the product

The primary function of packing is to protect the product inside. If it fails to do this job correctly, it doesn’t matter how fancy or good looking the design is. A well thought out packaging design is durable and can withstand transit without becoming damaged in any way. 


  • It’s easier to pick out their favorite brands

The average consumer spends 13 seconds deciding whether to purchase a product when in-store. This is a very short window of time, and it suggests that consumers don’t want to work hard to find the item they need. Differentiated and distinct packaging saves the consumer time and hassle as they can easily recognize the product they want without too much effort. This is another reason why good packaging increases brand loyalty.


  • All of the relevant information is presented on the packaging

For the customer’s protection, the Fair Packaging and Labeling Act is a U.S. law that requires all products to list specific information on their packaging that is simple to find and legible. This includes the identity of the product, the manufacturer’s location, where it was packed and distributed, and the net quantity of the contents. The information that must be displayed depends on the type of product and its intended usage. Food products must show nutritional facts, ingredient statements, and allergen statements according to the FDA.


  • The use of appropriate materials 

When given the option, most customers will opt for a product made using sustainably sourced materials that are recycled easily. Environmentally conscious shoppers will want to see this information clearly displayed on the packaging so they can be assured they can dispose of the packaging appropriately. 


Factors That Influence Buying Behavior

Here are several key aspects of packaging design that influence consumer buying behavior:


  • Size

The packaging size can affect buying behavior for a number of reasons. Firstly, bigger packing can give off an impression of a higher perceived value as the consumer believes they are getting more for their money. However, in contrast to this, smaller packaging sizes are more often considered by smaller families as large sizes of packaging may communicate a waste of product for them.


  • Graphics

The typography, image, logo, slogan, and other graphical features all contribute to the packaging’s overall aesthetic quality. These factors should be used to differentiate the packaging from competitors and help make the brand appear unique, preserving its individuality and making it stand out on the shelf. 


  • Color 

Color plays a huge role in marketing and the psychology behind buying impulses. Color theory deserves its own topic as it can get very complex when diving into the intricacies of the different moods and emotions each one is supposed to invoke. Just as an example, red is meant to bring about feelings of excitement, hunger, and passion, whereas blue is said to represent peace, trust, and integrity 


  • Material

The packaging material can be used to communicate the intrinsic value of the product to the consumer. If the material is high quality, durable, and looks pleasing to the eye, it increases its perceived value. Additionally, consumers are drawn to products that are kept in packaging that is relevant and serves a function, such as drinks in aluminum or plastic containers as they do not leak or become spoiled, as they might with cardboard. 


Best Ways in Which Branding Influences the Packaging of a Product 

Packing is one of the most pivotal aspects of a company’s branding. It’s a chance to reinforce brand identity and interact with customers physically, rather than just online or through television adverts. Packaging allows companies to create a design that resonates with their target audience so they can connect with them and create a clear impression of their brand, their message, and the company’s values.


For example, suppose a brand is marketed as a producer of luxury vegan products. In that case, they will perform much better if they adhere to this perception by designing sustainable packaging that is easily recyclable and designed to attract people with these interests.