Soraya Soraya

Influencing Decisions in Packaging Design

Your packaging design influences consumer decisions whether you like it or not.
Consumers are very perceptive, shaping those perceptions is key.

A fair few businesses often scrimp on packaging design or branding in the beginning. I understand budgets are pretty tight in the beginning but the stats don’t lie. If you’re a product-based business, packaging design is likely going to be the first introduction a customer has to your brand so that first impression you give? Well that’s huge.

Asian Packaging Design NZ

So what decisions are customers making about your product in those 3 seconds?

  • Whether it’s worth the price you’re asking (perceived value)

  • Does it appeal to them and invoke a connection through the use of imagery, colours or fonts

  • Is it trendy and a bit of a social status product? Some people love to keep up with the Jones’

  • Is the packaging sustainable? If this matters to your intended customer then this matters!

  • Packaging Size is there value for money here?

  • Can I see the product inside the packaging?

All these questions and more are assumptions made based on your packaging design alone
They hold a huge amount of influence over whether someone decides to purchase your product or not. You know it’s true, because we all do it.

72% of Americans are influenced by packaging design in their purchasing decisions. 55% have been swayed by ‘unboxing’ videos that lead them to purchase a product (still think those things don’t matter?) They shouldn’t but the human brain is a wicked, wicked thing and unfortunately these relatively silly things do make a difference whether we like it or not.

Knowing all these constant decisions consumers are weighing up, helps us make better decisions around the design to reel in your intended audience.

Take a minute to evaluate your packaging design now and ask someone who may never have seen it before what their first impression was around all the things mentioned above.

Ensure it aligns with what you intended otherwise it could be time to make some adjustments. If you need some guidance feel free to real out, it’s what we do.

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