Packaging Design and Purchasing Decision-Making

Numerous studies confirm that nearly 1/3 of purchasing decisions are made based on the appearance of the packaging. That is why, in an era of huge competition, manufacturers are competing to create packaging that will attract customers’ attention.

It is estimated that the time to form an opinion about a given product is limited to 7 seconds. What’s more, it takes no more than 2 seconds to attract the attention of a customer walking past a store shelf. This is very little, and this number shows how much of a role packaging plays in making purchasing decisions. In this short time, it must attract attention and persuade a potential customer to make a purchase.

The constant development of packaging is related to the popularization of self-service sales and it is an integral element of the brand’s product. The role of packaging fulfills three functions:

• protective – which, as you might guess, is designed to protect the product from external factors
• practical
• promotional

Packaging design should take all these issues into account, as numerous studies confirm that packaging is often reused by consumers, which means that not only its promotional value is important and translates into sales.

In addition, each package, regardless of the type of product being sold, should be mobile (i.e. – the customer should be able to easily take it from the store shelf)  and understandable.

This term primarily refers to labels, which must clearly communicate what a given product is and what it contains. Both the package and the label should draw attention to themselves, while not introducing information chaos.

Companies that attach importance to the quality and design of packaging note an increase in interest in the product by up to 30%. How to build its personality? Much depends on the nature of the product – is it to be luxurious? What is its target group? Who is it to be aimed at?

The personality of the packaging is largely determined by typography, which makes the product delicate, elegant, or very eye-catching. The font used must be as legible as possible. The colors should reflect the product – black, gold and silver are associated with high-end products. Bright colors are usually intended for a younger target group, white is usually associated with cleanliness, which is used by manufacturers of hygiene products, and green refers to natural, ecological products.

The growing role of packaging is caused by consumer prosperity – in times of product shortages, consumers made purchases without paying attention to their packaging (such as milk in glass bottles, which had little to do with design).

Today, in an era of product surplus, consumers have the opportunity to make choices, and this is where the role of packaging begins to be visible. It is a kind of calling card for the product, providing information about whether it is of good quality, whether it is ecological, or perhaps prestigious.

Introducing a brand to the market should take into account not only the promotion strategy, but also the appearance of the packaging. Distinctive design and interesting materials can create packaging that plays an invaluable role when a consumer makes a purchasing decision.