Packaging allows brands to create a tactile experience for the consumer with smooth textures, high-gloss silky paper, or grainier options. And it can entice a consumer to pick up your product and take it home. Dive deeper into the psychology of shape and how it fits with your product and brand. Meanwhile, pointed shapes often are perceived as threatening. Curves are often seen as beautiful in contrast to the rigidity of straight lines. When it comes to choosing the right shape for your product packaging, it’s important to consider the psychology of what consumers find attractive. Shape also has the power to connect with the emotions of consumers. The more distinctive, the more memorable the package is. While some packaging has become a standard shape and size, the package that stands out is intentionally unique. Packaging design should take your logo and brand into consideration.
Colors build recognition, and consumers will be able to quickly recognize your product wherever it might be displayed. When choosing colors for packaging, the company should consider colors that inspire the right sort of associations.įinally, the colors in your logo should be used on the packaging to reinforce your brand’s identity and image. Generally, people make a quick judgment on products within seconds of seeing the packaging. The emotional associations of color should be considered carefully when you’re determining packaging options. For example, green logos reflect sustainability and environmental friendliness while purple carries associations of royalty and glamour. A survey showed that the color of logos can influence customer emotions and feelings. Colors are also associated with different ideas, such as black being a classic color or red being bold and strong. Packaging is important because it protects the product, but also calls upon consumers’ emotions that can be influenced by the package color, shape, feel, and type font! The Psychology of ColorĬolors evoke emotion. The study went on to show that attractive packaging caused more activity in the brain and triggered reward responses while unattractive packaging was associated with negative emotion.
For example, a 2013 study pointed out that product packaging has the power to trigger impulsive buying, even when the consumer had no intention of making a purchase. Packaging offers a way for companies to provide a visual and tactile experience from start to finish.ĭespite the often-repeated “don’t judge a book by its cover,” most consumers make purchasing decisions based solely on the packaging. As our world becomes more and more digital, companies can solidify their customer connection through their packaging choices. When it comes to the packaging of products, packaging psychology shapes the way that consumers interact with the unboxing experience.
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