The Powerful Influence of Packaging on Consumer Buying Habits

The Powerful Influence of Packaging on Consumer Buying Habits

In today’s highly competitive marketplaces, the role of packaging in shaping consumer buying habits cannot be understated. From consumer-packaged-goods (CPG) to pharmaceuticals to subscription kits, packaging plays a major role in not only first impressions but overall brand quality.

It’s evolved to more than just a means of protecting products. Packaging has transitioned into a powerful marketing tool that communicates a brand’s values and influences purchasing decisions. Consumers are bombarded with countless options on store shelves and online marketplaces. The right packaging that stands out and grabs attention can make the difference between a sale and a missed opportunity.

However, packaging design impacts products on and off shelf. We work with clients on all types of packaging needs, yet most of our packaging projects are sales sample kits with custom insert trays, influencer kitted packages, cartons, custom mailers, and the like—all of which are impacted by packaging design in same way brick-and-mortar CPGs are.

The Psychology of Packaging

Packaging speaks to consumers on both a conscious and subconscious level. The physical package shape, colors, typography, layout, and materials all work together to create a perception of the product. Packaging invokes an emotional response, which can be linked to brand trust, perceived product quality, and the overall shopping experience.

According to a study by the Paper and Packaging Board, 72% of consumers say packaging design can influence their purchasing decision

Paper and Packaging Board

Again, these rules don’t only apply to products we see on store shelves. The same psychology stands true for sales kits that are carried and left behind by sales reps, promotional product kits such as those for influencers, as well as custom mailers for product and service promotions and subscription services. The old cliché still rings true. How a product is presented is the customer’s first impression—and first impressions create lasting impressions.   

Colors play a particularly crucial role in shaping perceptions. Color is proven to create emotional responses within us. For most of us, it’s those emotional reactions that influence our buying behaviors. (Bless the minority who can shop unemotionally.) For example, red is often associated with excitement and passion, making it a popular choice for food and beverage products, sporty cars, sports teams, first aid products and gear, etc. Blue, on the other hand, (the most popular color choice for brands), conveys trust and dependability which is why many healthcare and financial services companies use it in their branding. Blue is also a strong brand color for food and beverage products, personal beauty, wellness, news resources, electronics, software, and the like.

By using color intentionally and strategically, brands can evoke specific emotions that align with their product’s message.

This is not to say brands always need to follow category norms. There are exceptions to every rule. However, when refreshing or designing new packaging, it’s important to consider the psychology of color.

Packaging as a Silent Salesperson

Packaging serves as a “silent salesperson.” Research from the Journal of Business Research found that visual elements of packaging significantly impact impulse buying behavior.

Again, these findings impact products on and off shelf. Subscription services, online shopping, unboxing events which have grown in popularity across social channels—how a product or service is presented impacts the customer’s decisions whether to build a relationship with the brand or look elsewhere for a “level of quality” aligning closer to their individual standards.

Packaging design is essential in communicating the brand’s identity and value. Minimalist packaging, for example, is often associated with purity, eco-friendly or premium products, while bright, fun designs may appeal to younger consumers or those looking for casual, everyday items. Clear, bold packaging also plays a role in establishing transparency and trust.

Another aspect to consider is shape. The size and shape of packaging can significantly influence consumer buying decisions by affecting perceptions of product value, usability, and desirability. Larger packages often create a sense of abundance and may imply better value, especially for items like snacks or household products. On the other hand, compact, uniquely shaped packages can make products appear premium, innovative, or luxurious, appealing to shoppers who prioritize aesthetics or convenience.

When thinking about sample kits intended as leave behinds or sent as promotional mailers, size and shape are also important factors not only for durability, but also for portability of sales reps and postal carriers alike. If packaging isn’t designed to be transported or heavily handed, it can look like a hurricane victim once it reaches its final destination—which of course, impacts quality perception.

Additionally, the shape of the packaging can impact functionality—easy-to-hold, ergonomic designs can enhance user experience and encourage repeat purchases, while awkward or bulky shapes may deter buyers from purchasing again.

Sustainability: A Growing Factor in Consumer Preferences

As environmental concerns continue to rise, sustainable packaging has become a significant factor in consumer buying habits. Many consumers are actively seeking out brands that prioritize eco-friendly packaging options, such as recyclable materials, biodegradable plastics, or minimal packaging to reduce waste.

According to a 2023 study by Trivium Packaging, 82% of consumers are willing to pay more for sustainable packaging.

PR NewsWire

This same study found that 90% of Gen Z consumers showed a willingness to pay more for sustainable packaging, and that 71% of consumers have chosen a product in the last six months based on its sustainability credentials. Eco-friendly packaging might be slightly more expensive, but most consumers are willing to pay for a reduced footprint. 

This shift toward sustainability has in fact forced brands to rethink their packaging strategies. Most consumers don’t have a deep understanding about which types of packaging are sustainable or environmentally friendly, however, compostable and plant-based packaging tends to be favored.

Let’s Wrap It All Up

(see what we did there)

Packaging plays a pivotal role in influencing consumer buying habits. From the colors and design elements that catch attention to the materials that reflect brand values, packaging is a critical factor in shaping the perception of a product. As more consumers prioritize sustainability and seek products that align with their personal values, the role of packaging in driving purchase decisions will only continue to grow.

For more comprehensive insights, packaging design research firms can help brands understand their audience shopping habits, category standards, and competitive advantages and disadvantages. This information can help brands make design decisions that set them apart from their competition.