Transform Browsers into Buyers: The Strategic Power of Packaging Design

70% of all brand and purchase decisions are made in-store at the moment of buying, heavily influenced by strategic packaging design. Have you ever walked into a grocery store and found your basket full of colorful snacks you had no intention of buying? What about a drugstore, where pharmaceutical-looking skincare products become irresistible under fluorescent lights due to their eye-catching packaging? If you've ever been struck by the urge to impulse buy, you’re not alone. In fact, impulse buying is driven by subconscious triggers that are regularly leveraged in product branding and packaging design strategies.

Packaging is Branding

Packaging design becomes a mechanism to advertise a product and target specific audiences through compelling combinations of typefaces, colors, shapes, and sizes. Therefore, packaging has the potential to communicate a product’s contents, promote the product, and enhance communication with consumers through thoughtful packaging design.

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Shoppers Make Decisions Based on Emotions, Not Logic

Think about the last time a product caught your eye simply because of its packaging. It wasn’t just the colors or design; it was the emotional response it triggered—whether it was nostalgia, excitement, or trust. Packaging has the power to connect with consumers on a deeply personal level, making it an essential tool in your branding strategy.

Harvard professor Gerald Zaltman claims that 95% of our purchase decisions occur subconsciously. Generally speaking, there are five categories of product presentation that significantly influence subconscious consumer behavior:

Color: Emotional Triggers

Color is not only a superior source of information, it also is an emotional trigger capable of evoking specific emotions. It has been estimated that 62-90% of people’s initial product assessments and evaluations are based on color alone. While different colors trigger specific associations (i.e. the color red has connotations of passion, fire, love…), activating colors, such as red and blue, encourage impulse buying. Strategic color choices in packaging design can communicate your brand’s narrative, draw consumers’ attention, and differentiate your brand from competitors; there is more to effective branding through packaging than merely selecting an attractive color palette.

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Shape: Perception and Appeal

Shape influences product perception; people tend to subconsciously assess the shape of packaging through human comparisons. Angular packaging may be seen as more masculine while round packaging may seem more feminine. Unique or eye-catching packaging shapes can be used to capture the attention of broader audiences, regardless of gender.

Packaging Size: Value and Impact

Packaging size can influence perceptions of the value of a product, as well as emotional attributes of the product itself. Small packages may appear dense and powerful, communicating a higher price-per-unit and full portion. Wide packages may appear heavier, communicating product richness or thickness.

Materials: Quality Perception

Materials used in packaging design influence assumptions about the quality and durability of a product. Premium packaging materials such as rigid cardboard or glass communicate a high product value, particularly when paired with techniques such as embossing or foil-stamping. Conversely, using materials like generic plastic bags or plastic wrap can convey a lack of sophistication and refinement, suggesting a lower product value even when the product itself is virtually identical to a more expensive one with premium packaging.

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Typography: Brand Identity

Typography—the style, size, and arrangement of text on packaging—plays a crucial role in reinforcing brand identity and evoking specific emotions. For example, bold, geometric typefaces can convey strength and modernity, while elegant, serif fonts may evoke a sense of heritage and sophistication. Carefully selected fonts become powerful brand assets, contributing to memorability and fostering brand loyalty through consistent use across all packaging and communication channels.

Tailoring Packaging to Your Target Audience

With that, we have laid the foundations for successful packaging design: color, shape, size, materials, and typography. However, it is imperative that business owners understand that eye-catching colors and bold fonts alone will not automatically skyrocket sales. To truly increase sales through strategic branding, packaging must reflect the needs, interests, and preferences of a clearly-defined target audience: a complex task benefitting from the oversight of an experienced design agency. Identifying what sets your business apart from competitors (also referred to as a Unique Selling Proposition) requires an understanding of customer needs and business values, which can then be reflected in thoughtful packaging design.

The Power of Packaging in Influencer Marketing

In 2024, where influencer marketing is projected to be a $24 billion industry by the end of the year and 79% of marketers say Instagram is an important influencer channel for their campaigns, the “unboxing” experience is key to maximizing a product’s reach. Strategically designed packaging generates the opportunity to communicate brand values and target specific audiences before consumers try the product—or even see it in person.

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Ready to Boost Sales? Start with Better Packaging Design

In today's competitive marketplace, the power of packaging cannot be understated. It’s not just about making your product look good on the shelf; it’s about creating an emotional connection with consumers, influencing their purchasing decisions, and ultimately driving sales. By leveraging strategic color choices, innovative packaging shapes, and impactful typography, your brand can stand out in a crowded market and turn casual shoppers into loyal customers.

Unlock the Power of Professional Packaging Design

Ready to harness the power of professional packaging design? At Heels Make Deals, we don’t just create attractive packaging; we craft solutions that resonate deeply with your audience, driving purchasing decisions and building brand loyalty. Explore our services today, and when you're ready, book your complimentary 15-minute consultation—we’re excited to help your brand stand out on the shelf!