The packaging gives the consumer their first impression of the goods. It is one of the most powerful influences on their purchasing decisions. According to research, packaging influences one-third of consumer buying decisions. It is the packaging of a product that pulls the customer towards or away from it in a market defined by competition and a consumer under substantial time pressure.

According to a study conducted by the Asian Institute of Technology, it’s been proven with empirical proof of the role of various packaging components in a consumer’s purchasing choice. Colour, size, design, and content are all important aspects of packaging, as is innovation and feasibility. They have a crucial role in capturing the attention of the buyer.

Colour Consistency

The colour of the packaging is the first thing that catches the eye of the customer. According to studies, colours alone account for 62-90 percent of people’s perception and evaluation of a product. It’s tough to miss a bright hue or one that jumps out amid the other packages. Colour and brand associations are formed by consumers. As a result, if the design incorporates a colour associated that is well-known, or is a loyal brand, buyers will be drawn towards it.

Effective & Attractive Graphics

Icons, logos, and designs are used to entice customers. If the product is a brand, the logo of the brand will be prominently displayed on the packaging. Using icons to represent product features instead of text results in a less crowded style that also transmits information more quickly.

Innovation

Customer attention is always drawn to packaging designs that use advanced technology. Consumers are immediately attracted to innovative technology that makes the package simpler to open, carry, or store, as well as a package that is suitably kid-proofed or a package design that reduces the risk of breakage or leakage. 

More than 70% of purchases are made at the point of sale, and a product on a supermarket shelf has fewer than three seconds to capture a customer’s attention. Primarily, the customer’s decision to buy or not buy a product is based on what they see in the product’s packaging. Consumers have a tendency to attribute their opinion of the package to the product’s quality. When consumers see well-packaged goods with all the necessary information, they assume that the thing inside is of comparable quality. A gaudy package with little information does not imply that the contents are valuable.

In essence, the package represents an important aspect in describing the product’s characteristics. Recognising this importance in influencing a consumer’s purchasing decision, and considering all aspects of design and packaging is therefore of utmost importance to any brand owner.