No matter
your industry, product packaging design is a crucial factor in garnering sales.
For example, the next time you are at the supermarket, think about why you made
the choices you did. What influenced your decision to buy? Then think about how
your packaging accomplishes the goal of influencing buying decisions. Will
buyer insight actually help increase your bottom line? We think so. After an
in-depth examination of several buyer insight studies, here are some
interesting (and incredibly common) results regarding the influence of product packaging design.
The
psychology of colour. There are countless studies out there that confirm the
fact that colour plays a major role in purchasing decisions – so it therefore
should also play a major role in your packaging design plan. When shopping,
people make, usually unconsciously, connections and associate certain colours
with certain feelings, knowledge, etc.
Here are just a few:
o
Green –
natural or eco-friendly
o
Black –
high quality
o
Pink –
girls or women
o
White –
pure
o
Red –
romantic or exciting
If your current packaging doesn’t take into consideration what your colour
scheme accomplishes, it might be time to head back to the drawing board.
The shape
of your packaging also plays a role. Think about the shape of different
products you purchase on a regular basis. Do any of them stand out? Are their
shapes recognizable even if the branding is not there? We are thinking here
about a certain chocolate bar with an interesting mountain-like shape. As
mentioned with colour, people make associations, and when a product’s packaging
is exciting, different or interesting, they are more likely to buy it than a
similar product in a regular-shaped box.
Sustainability
is also a major player on the buyer influence field. People are far more earth
conscious than they were even ten years ago, and so when presented with the
option to buy a product with earth-friendly packaging versus one without, the
majority will automatically pick the one that won’t be as harmful to the
environment. Don’t just take our word for it: a recent study done by Packaging
World found that, when presented with the option to choose between two products
(in this case, cereal) - an eco-friendly packaged product and one
not-so-eco-friendly, the eco-friendly option beat out the other option 6-1.
That’s a pretty significant number – and something that should not be ignored.
There are various other
design features that should be taken into consideration when you set out to
develop a concept for the perfect package, including font and letter sizing,
branding, images, etc. Don’t just treat the packaging as a house for the
product – make use of buyer insight and design a package that will get results.
For more about optimal
packaging design please contact Packaging Technology Inc. by calling 1-800-303-5883 or visit us online at www.ptibox.com.
No comments:
Post a Comment