The other week during lesson we deal with the theme of packaging. I’ve always find this particular topic rather interesting because I’m also somebody whose guilty of having bought something just because I was attracted by the colors. Have you ever wondered that there is almost a science behind it?
Since the first moment we open our eyes in the morning till the time we go to bed in the evening we have many different needs. The basic ones are like eating, drinking and such. We can control our needs, thanks to our will, but most of the times we get influenced by the surrounding what we feel we need. Here is the key: what we feel we need but actually we don’t.
What trick all of us is the so-called smart packaging, which helps the targeted consumer feel an emotional attachment to a brand. Keep in mind that 1/3 of the consumer decision-making is based on the packaging. Impulse purchasing makes up almost 75% of the consumer spending, and if the package fails to project the right message then it might be left sitting alone on the shelf.
One crucial element is an icon: what the brand try to trigger every time is positive feelings, because marketing is based on emotions and the smart packaging ground his way of working on marketing which trigger our emotions. What all the companies try to do is to influence positive feelings toward the brand and the product. On the first step this lead to buying the product, then it may become loyal to it and in some cases also willing to pay more than its actual value.
Emotions are also connected to brand icons as memories and these feelings can create long-term relationship between the brand and the consumer. Nonetheless it influences purchasing decision. A right design can trigger a ripple effect: a friend take a photo of the packaging, he or she share it on Facebook, someone share it and by doing this there is the chance that other will see it and be interested in the product.
First impression matters also between the counter of the Supermarket. It takes only 7 seconds to make a judgement based on the first things we see on the package. The brand is represented by the packaging, and this promise to deliver also a quality experience. What are the elements that might catch the eye of the consumer?
- Brand name influence
- Structural design
- Print finishes
Packaging has been proved as a crucial factor in decision-making, it is directly related to the perceived quality of the product and affect if the product is noticed on the shelf or not. It has been estimated that 60-70% of buying decisions are made in the store. The consumer, on average, leaves home to get back with a product serving a definite purpose but no strict decision has yet been made about the brand to go for. The final choice depends on a variety of factors. These on-sport decision making about choosing among alternatives is influenced by product perceptions, which is conceived by packaging design, knowledge about the brand, attitude towards brands and the consumer personality.
The more the brand costs the more the costumer wants to be involved and the less it costs the less he feels the need to a connection.
Did you ever think that also the color plays a role in this game?
- Red = makes the adrenaline increase and the heart beat faster. The color is used to grab shoppers’ attention.
- Blue = with water and sky, it is a soothing color when in the pale hues, and somewhat mysterious, like the ocean
Now, next time at the Supermarket, what will you do? 🙂