How does product packaging impact customer behaviour?

I. The Psychology Behind Packaging Design

Packaging design plays a pivotal role in influencing the way consumers perceive a product and whether or not they ultimately end up purchasing said product. Understanding this is crucial for a variety of reasons.

For one, according to research published by Management Science Letter, every year about 95% of new products fail due to the simple fact that most consumers don’t have the time or energy to think about the advantages and disadvantages of the products they place in their shopping carts. What do they do instead? They rely on shortcuts such as a product’s quality, beauty, and excellence of packaging to make purchase decisions.

1. What Are Correlation Coefficients?

To further emphasise the importance of product packaging and the psychology behind it, it’s useful to understand correlation coefficients. Essentially, these measure the strength and the direction of a relationship between two variables by identifying it with a number between -1 and 1.

The closer a number is to 1, the more their relationship is positively correlated (when one variable changes, the other variable is affected in the same way). Conversely, the closer a number is to -1, the more their relationship is negatively correlated (when one variable changes, the other variable is affected in the opposite way). Based on the same study, here’s a table outlining the correlation coefficients of product packaging.

Variable	Correlation Coefficient results	Explanation
Package Design	0.48	A moderate positive relationship, which means the higher quality the packaging design has, the more likely it attracts customers, but this isn’t the only driver of packaging effectiveness
Package Size	0.23	Lower correlation, suggesting size plays a role but is less influential.
Package Shape	0.46	Moderate, more unique or practical shapes can increase customer attraction & consumer experience.
Package Colour	0.30	The right colour choice can attract more attention, but its impact is less strong than design or shape.
Overall	0.69	A high correlation, demonstrating that the combined elements of the package (design, size, shape, colour) significantly affect product success.

II. How Does Packaging Influence Consumer Emotion & Perception?

1. Consumer’s Cognitive Decision Making Process

According to Okendo, there are 5 steps in the consumer’s cognitive decision making process. Need Recognition → Information Search → Evaluation of Alternatives → Purchase Decision → Post-Purchase Evaluation.

Packaging influences this process by ensuring consumers are aware and interested in your product in comparison to competitors. Here are some label & packaging ideas to get started.

2. Emotional Triggers in Packaging Design

Design elements like colours, shapes, and textures can evoke specific emotions and create a powerful first impression. Bright, vibrant package designs can trigger feelings of excitement and energy, while minimalist or subdued aesthetics can convey sophistication and calm. These design choices, including fonts and imagery, are strategically used to connect emotionally with the target audience.

3. How Packaging Shapes Brand Identity

Packaging is a visual extension of a brand’s identity, conveying its values and personality. Consistent use of colours, logos, and design elements like finishes & embellishments help reinforce brand recognition and communicate the brand’s unique story.

4. The Impact of Packaging on Trust & Credibility

High-quality packaging signals that a brand values its product and, by extension, its customers. This enhances trust and credibility. For example, transparent packaging and clear labelling can reassure consumers by providing visibility and detailed product information, particularly in industries where quality and safety are crucial.

III. Does Your Packaging Work Hard Enough?

1. Create A Good First Impression

A hard-working package does more than just protect the product—it serves as the first introduction of your brand to potential customers. Effective packaging shapes perceptions and judgments, triggers curiosity, and evokes emotions that influence purchasing decisions.

2. Size Matters (But It’s Not The Biggest Factor)

While size is an important element of packaging, it’s not always about being bigger or smaller. The right size should balance functionality, shelf appeal, and customer experience. Oversized packaging can be wasteful, while undersized packaging may not provide enough visual impact. A tip is to ensure your packaging size aligns with the product’s use and storage needs, creating a balanced and efficient product that enhances customer satisfaction.

3. Use Packaging To Create A Visual Signature For A Brand

Consistency in design elements, colour schemes, and typography helps create a visual signature that makes your brand instantly recognisable. This familiarity is invaluable, as consumers are more likely to reach for a product they know and trust.

4. Make Your Packaging Talk

Packaging should do more than just look good—it should engage consumers on a deeper level. This is why you need to make your package talk by leveraging brand stories, personalised messages, or visual elements that can foster a sense of authenticity and relatability.

Incorporating smart packaging elements like QR codes can further elevate the customer experience. This is because they provide instant access to product information, brand stories, or interactive content that deepens the connection between the consumer and your brand.

IV. Choose The Right Packaging For Your Product With QLM Group

So now you might think “I get it BUT how can I achieve all that without the frustration of minimum order quantity, long lead time and unit cost?”

We hear you.

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Time to create your own visual signature:
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With a unique blend of creativity and industry expertise, our award-winning creative and brand team comes together from different backgrounds, bringing a wealth of experience from working closely with world-class technologies and brands. Tell us about your packaging.