Packaging design plays a crucial role in marketing. When I’m at a store trying to decide what to buy I can’t always test the product before buying it so often I have to rely on the impressions that I get from the product packaging. I notice first the look and feel of the product. Is it inviting me to pick it up? Often the colors or the typography will draw me in.
As I tell my clients packaging is like a mini billboard. You need to make a quick impression so that the customer while cruising down the aisle will notice and pick it up. Many elements influence customers—elements such as the benefits, the size of the package, how attractive it is, if it has a picture, and if it’s easy to use or store.
For example, I tend to choose a cream that is in a tube rather than in a jar because it will last longer.
Or when I am looking to buy something to eat I will look to see if it has GF or Vegan symbols or I’ll look at the ingredients to see if it is gluten-free and dairy free. Quickly identifying is very important to me and to many consumers.
Like this, each of us can give tons of examples of how packaging design subconsciously influences our decisions.
Have you ever gone into a store planning to buy only one item and then to come out with a whole bag? I know I have. They just looked too good to resist! And that’s what I am talking about.
I wanted to hear how others experienced packaging, so I asked 13 bloggers the following question:
How does packaging design directly impact your consumer perception and influence your purchasing decisions?
Some of the experts share their professional experiences when they launched new products, while others shared how they are personally impacted by packaging design while choosing products to buy.
In this article, you will find practical examples of how to create and improve your packaging design, examples of what you shouldn’t do (things that may not be appealing to your clients), as well as advice regarding the things that you should focus on.
Hongying – Fizzy Oral
When I decided to launch an aligner cleaner/retainer cleaner that can be also used as mouthwash or toothpaste, I did a customer survey and asked what products people are currently using to clean their dental appliances and surprisingly, a lot of people are using the old-fashioned denture cleaner which mostly only emphasize on the effectiveness.
There is very little design to their packaging, which makes the products seem more chemical, harsh, and outdated.
So when I worked with my designer, here are a few things I want to show through the packaging:
A lot of people, aged from 15 to 30 are using Invisalign to straighten their teeth so it is important to design a package that is fun, colorful, and appeals to the younger demographic.
Since the product will be used as a mouthwash and consumers will taste it directly, I also want to make the flavors fun and that has to show through the packaging.
I care about the ingredients of the products and want them to be clean and low-impact.
With these in mind, the designer came up with a design with popping colors and fun patterns to differentiate us enough from our competitors.
Kieran Sheridan – Gulf Physio
Packaging design is a very crucial part and can be the make-it-or-break-it of a product. It’s supposed to be attractive, immersive, and informative.
A good packaging design should be able to communicate information about the product, like its features, benefits, and above all else, its ingredients. If the ingredients are also listed and people can check for things they’re allergic to, there’s a higher chance that they’ll swipe their card on it.
A funny situation was when we launched a protein powder line and had the funny idea to make it look like pill bottles and even wrote at the side and I quote “ Warning: May cause extreme muscle growth and endless flexing in the mirror.”
We thought we were funny but we barely made any sales because people thought it was a prescription drug due to the packaging design. Not our finest moment.
Manuel Dreesmann
We make premium leather goods, and the packaging is an integral part of our selling experience. The time and effort we put into each and every product is reflected by the way, that we package our goods. This works for our brick-and-mortar store but also for our online shop.
We can see the delight in our customers’ eyes when they pick a product and we pack it nicely in a dedicated cotton dust bag for them. It is these little things, which puts us in front of others.
Customers can see in our shop, how we produce the leather goods right in front of them. They are not just buying a product, but a whole experience, and the packaging is a big part of it.
Gemma Whitaker – Whitakers Chocolates
Understanding our customer base is key to creating effective packaging designs.
One important aspect is selecting the right colour palette. Colours evoke emotions and can create a visual appeal that resonates with the target market. For instance, using rich and warm tones like deep browns and gold can convey a sense of luxury and indulgence, appealing to consumers seeking a premium chocolate experience.
In addition, the use of product terminology is vital. Descriptive and enticing language on the packaging can highlight the unique qualities of the chocolate, such as “creamy,” “velvety,” or “handcrafted.” This helps create a perception of superior taste and quality, capturing the attention of chocolate enthusiasts.
Furthermore, making claims on the packaging is important to attract the right audience.
For example, if the chocolate is organic or made with fair-trade ingredients, prominently displaying these certifications can appeal to consumers who prioritise sustainability and ethical practices.
Ultimately, effective packaging design for chocolate requires a deep understanding of the target market. By incorporating the right colour palettes, utilising compelling product terminology, and making relevant claims, the packaging can effectively attract the desired audience, enhancing the overall success of the brand.
Maxwell Kamlongera – Max Fitness World
Even though I’m aware of the marketing game behind the packaging, I have to admit that I’m still a sucker for a good package.
When I’m out shopping, if an item fits my needs all a package has to do to speak to me is catch my eye and communicate the value/quality of the product to me.
Examples of products with good packaging design are Antonio Banderas’ The Secret, Pringles, and Japanese kitchen knives.
Each one of those draws one’s eye in and radiates “quality”. Perhaps the most subjective matter is “drawing one’s eye” but this can be achieved by a number of means: packaging design, color, size/shape, quirkiness, etc.
Billy Parker – Gift Delivery
Packaging design is a crucial factor in the success of any product, as it is the first thing that consumers see when they encounter a product. It is the packaging that helps to create a first impression and can make or break the success of a product.
The design of a product’s packaging can have a direct influence on consumer perception, as it can help to create an emotional connection with the product.
For example, if a product is packaged in a visually appealing way, it can create a positive impression on the consumer and make them more likely to purchase the product.
On the other hand, if a product is packaged in a way that is not visually appealing, it can create a negative impression on the consumer and make them less likely to purchase the product.
In conclusion, packaging design is an important factor in influencing consumer purchasing decisions, as it can help to create an emotional connection with the product and create a positive or negative impression on the consumer.
Jas Banwait – SwagMagic
Packaging serves as the initial point of contact between a consumer and a product, often acting as the first impression. And this is the pivotal point where their expectations, emotions, and overall experience start to shape. It’s like buying a new iPhone.
While Apple is renowned for high-quality minimalist design, the experience of opening up the box is like unwrapping a present. While the box top design is visually striking, it fully encompasses the bottom, as does a gift box. The top lifts off easily to reveal the white product information packet, resembling tissue paper. After removing this layer, you find your brand-new smartphone lying on a raised platform as though on a pedestal, indicating the product’s value.
It’s an experience full of anticipation and joy, making it easy to see why iPhone unboxing videos are always popular on YouTube.
Melissa Crespo – Asha Miel
As a seller of hair and body care products, the packaging serves as the face of my products, representing their essence and enticing potential customers to choose them over countless alternatives.
Eye-catching designs, bold colors, and unique shapes help my products to immediately grab the attention of potential customers.
A well-designed package creates an impression that the product inside is carefully formulated, reliable, and worth the investment.
Packaging design is not only about aesthetics; it also serves as an informative tool for consumers. It’s important to provide clear and concise information on my packaging, such as product benefits, ingredients, and usage instructions.
I strive to design packaging that resonates with my target audience on an emotional level. By understanding their desires, aspirations, and preferences, I can create packaging that elicits positive emotions and captures their imagination.
For instance, luxurious packaging can make consumers feel pampered and indulged, while eco-friendly packaging can appeal to their desire for sustainability.
Gabrielle White – DashStylists
Packaging design obviously plays a crucial role in the beauty industry as this industry is highly “emotional” and subjective.
Product information and transparency
Effective design in the packaging communicates essential product information, including ingredients, benefits, usage instructions, and safety warnings.
Nowadays consumers appreciate packaging that provides them with the necessary details to make informed purchasing decisions, when it comes to beauty products involving skin or hair care that could impact their health and well-being in obvious ways.
Convenience and functionality
Packaging design can enhance the user experience and convenience of the product. Easy-to-use dispensers, practical closures, and functional designs can make consumers perceive a product as more user-friendly and convenient to use.
Packaging that addresses specific consumer needs, such as travel-friendly sizes or mess-free applications, can also influence purchasing decisions.
Hamdan Abdullah Hamed – Power Your Curls
One of the ingredients of making achievements in business is knowing how to package products. The packaging of products has a huge role it plays in the mind of customers.
Packaging products in a unique way will give the customer a clear understanding of what is being sold and it appeals to their mind. This will make them want to purchase and not have hesitation.
A company needs to get the package well designed because the design speaks volumes. It connects the customers’ sensations and creates a positive emotion within them.
Having a well-created design personalized for one’s company will help them know and identify the brand at any instant. It aids the establishment of identity and recognition by the customers.
This also creates differentiation among other rivals and therefore in the market. Having a simple and clear design attaches the customer’s emotion to the product and it makes them familiar with the brand itself.
Elizabeth Girouard – Pure Simple Wellness
As a certified health coach focusing on clean and healthy products packaging design plays an influential role in my purchasing decisions.
For my clients, it’s best when the packaging is simple and it provides important information about the product, such as its benefits, ingredients, and nutritional values.
Well-designed visuals that are clear and concise can help consumers make informed purchasing decisions and help them understand what to expect from the product.
Another consideration for my clients is the impact of the packaging on the environment, where less is better. Products that use sustainable packaging make consumers feel like they are making a more responsible choice.
Eco-friendly packaging, such as those made from recycled materials, compostable, or biodegradable materials, or those that use minimal packaging to reduce waste, are also more attractive to environmentally conscious consumers. These packaging decisions can improve the overall brand image of the company as more socially responsible, thus, creating increased customer trust and loyalty.
Effective packaging design can impact customer behavior, and increase sales and brand loyalty.
Sandy Taylor – Foundation Fairy
I work as a beauty blogger and part-time beauty products drop-shipper. I can confirm that good packaging design can have a significant positive impact on consumer perception.
Effective packing can help your brand establish a unique identity and influence a customer’s decision to purchase your products. Unique packaging combined with good product quality control can help foster brand loyalty.
Customers will be able to instantly recognize your logo and products. If you are selling multiple products, consistent branding, and packaging across all products is important to help your brand establish authenticity and trust.
You should research and understand your audience’s preferences, needs, and expectations. Ensure your package resonates with them.
Be careful to not overload your packaging with information. Clearly communicate the key features, benefits, and unique selling points of your product through the packaging design.
Anna Chacon – MyPsoriasisTeam
A well-designed packaging conveys professionalism and quality, thereby positively impacting the consumer’s perception of the product.
The design of the packaging is crucial in effectively communicating key product information. Clear, concise, and visually appealing presentation of information such as ingredients, usage instructions, and benefits can enhance consumer understanding and confidence in the product, thereby influencing their purchasing decision.
In today’s eco-conscious society, packaging design can also influence purchasing decisions through its sustainability factor. Designs that use recyclable or biodegradable materials can attract environmentally conscious consumers and enhance the brand’s reputation.
Packaging design directly influences consumer perception and purchasing decisions by creating a strong first impression, reinforcing brand identity, effectively communicating product information, evoking emotional responses, and demonstrating a commitment to sustainability. Therefore, businesses must invest in thoughtful and strategic packaging design.
Takeaway: Fostering Consumer Engagement Through Effective Packaging Design
The insights shared by 13 bloggers highlight the direct impact of packaging design on consumer perception and purchasing decisions. Their experiences highlight the importance of appealing packaging in capturing attention and influencing choices.
Packaging is like a mini billboard, leaving a lasting impression and setting you apart in a crowded marketplace. Investing in compelling packaging design enhances your brand, builds trust, and drives engagement and loyalty.
If you need expert guidance in packaging design, you’ve come to the right place! We specialize in creating memorable packaging that resonates with your audience. Let’s talk about how we can help you!
A big thank you to the experts who contributed to this roundup. Share this article if you found it helpful. By spreading this knowledge, we can empower businesses to make informed packaging design choices, leading to success in their branding and marketing endeavors. Together, let us inspire creativity and drive success for small businesses!