We’re taught as children to never judge a book by it’s cover. Still, studies show that when it comes to product packaging, we do just that.
When browsing in a store, the packaging is the first interaction a potential consumer has with a product. First impressions are extremely important, and consumers will often decide whether they are interested in a product or not within the first few seconds of looking at its packaging. Effective packaging can cause a consumer to be more interested in learning more about or even purchasing the product, while poor packaging can cause a potential customer to not give a product a second glance.
Many aspects of packaging work together to help reinforce a brand’s identity and evoke emotions in a buyer. Why do some people gravitate towards certain packaging, while others toward another? Smart companies know how to create a package designed to appeal to their target market. Color, typography, structure and shape, size and texture all come into play.
Various colors have been shown to evoke certain emotions. For example:
- green – health, eco-friendly, natural
- red- stimulating, may lead to increased appetite
- black- high end, luxury
- yellow- positivity, happiness
- white- cleanliness, purity, calmness
- blue – reliable, trustworthy
- purple – imagination, feminine, youthfulness
- orange – youth, adventure, fun, energetic
There’s a known science behind typography. Here are some of their typical connotations:
- Scripty – elegance, femininity
- Handwritten – playful, casual
- Serif Fonts – class, trust, maturity
- Sans-Serif Fonts – modern, clean, simple
- Headline/ Capital Letters– bold, truth, commanding
- Decorative – unique, whimsical, youthful
SHAPE & STRUCTURE
While many focus on the color of the packaging, the shape of the packaging can often be just as important. The shape of packaging can have a strong influence, usually subconsciously, on the consumer viewing it. Here’s a couple of examples of shape connotation:
- Thicker, angular shapes are perceived as more masculine.
- Circular, curvy shapes have a more feminine appeal.
- Texture is also used to create a desired emotional association/response.
When color, typography and shape all work together successfully, your product packaging will strongly reinforce your brand identity. Remember to keep it cohesive with the aesthetic of your other marketing and advertising. Furthermore, consider your competition. Stand out by using different colors, sizes and shapes. Forbes states that “standing out” should be a top priority in product packaging, and changing the shape of the packaging is one effective way to accomplish this.
Packaging also has an enormous effect on perceived value. Consumers instinctively believe a product to be higher quality, or visa versa, based on the container it comes in. This is not the place you want to cut corners. Great product packaging can make the difference between a purchase, and a pass up! Give it the thought and effort it deserves and you’ll surely see a considerate ROI.