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Commercial Packaging

Regardless of how much we preach the age-old platitude, consumers will almost invariably judge a book by its cover. After all, it’s not as though you can just give any product a try in the middle of a store or while browsing online. Frustrating though it may be, entrepreneurs cannot rely simply on the quality of their product to make the desired numbers match up.

As counterintuitive and infuriating as this may initially seem, it’s simply human nature to seek out the sleekest and most eye-catching packaging on the shelves or on the web. More than this, you can simply make the correlation between a vendor that cares deeply about the quality of their product and one that puts a great deal of effort into its presentation. As such, there are several aspects of commercial packaging design that influence consumers and convince them to buy a specific product.

Connectivity

Whether we like it or not, the products we purchase are a large part of how we express ourselves in the modern age. Consumers are far more likely to purchase a product with which they feel a strong emotional connection. At the end of the day, it’s a simple matter of emotional response. When you see a brand icon or a particular graphic that has emotionally resonated with you in the past, whether or not the warmth of nostalgia immediately overtakes you, you will feel more inclined to make a purchase decision based upon that bias.

Moreover, the emotionality of a product’s packaging, especially with the relatively recent rise in social media as well as connectivity with people the world over, can be contagious. With apps like Snapchat and Instagram, consumers will constantly be sharing exciting or intriguing new products with all of their connections. In fact, some studies suggest that more than forty percent of young people will share links or photos of almost every online purchase that they make.

Industrial Packaging

Color

Since antiquity, one of the most basic and integrated ways that people make value judgments has been on color. We have even come to associate colors with certain emotions and descriptions. Brighter colors, for example, can provoke a whimsical and carefree feeling in people. Black, on the other hand, has been known to instill a notion of power, prestige, and high monetary value.

It isn’t all about subconscious reaction, however. While green can bring forth an idea of mutual growth and harmony, it has long been associated with the practical idea of eco-friendly packaging and products. White, minimalist designs as well create an air of simplicity, cleanliness, and health, due partially to its frequent use in the no-nonsense world of pharmaceutical packaging.

All in all, color can be considered to be the front line of persuasion in the viability of product packaging. It is the first impression that a potential buyer will evaluate. Without having the correct level of enticement in the color palette, a customer is unlikely to even approach the shelf.

Typography

As any seasoned graphic designer will tell you, font and typeface are absolutely imperative in persuading a customer into buying a product. Color may draw a consumer in from first glance, but text is the medium through which anyone can know what the exact concrete benefits of a product may be. If the wording is much too simple, readers may become quickly disenchanted by it. If the wording is too complicated, potential buyers may become frustrated and hastily move on to something much more palatable.

Studies have shown that the average consumer can take as little as seven seconds to make a snap decision on whether or not to purchase a product. With this in mind, the balance of teetering between “too much” and “not enough” can seem like an overwhelming prospect. In retrospect, however, it seems fairly obvious that the majority of consumers would be looking for a “just right” sort of fit. Typography plays an enormous role in this regard.

Rippling

The absolute best packaging doesn’t just persuade an initial decision, it actually continues its work in marketing long after the purchase is made. A vast amount of households typically reuse packaging for an alternative means of storage long after the original product is either opened or even used to its fullest capacity. It goes without saying that if a package were always in plain view even within the household, it would serve as an effective motivator for consumers to purchase the same product or similarly branded products again. This is of course known as the ripple effect, and many businesses cite it as a saving grace when it comes to increasing product sales.

Ecological Impact

Now, more than ever, consumers have found themselves particularly concerned with the environmental impact of the product they are purchasing and particularly the ecological sustainability of the invariably discarded packaging.

The long-term ramifications of wrapping everything in plastic have begun to rear their ugly heads, and more and more, consumers, particularly young ones, have begun to base several of their shopping decisions on this fact alone. This cannot be written off as a passing trend, and certain companies at the forefront have already become wise to it. Hipper, more in touch companies have begun to use almost exclusively paper and other more ecologically friendly solutions, and the results have been overwhelming.

It doesn’t have to be all sacrifice and boredom, however. Some food companies have even gone as far to make packaging that is edible and therefore, even if discarded, completely biodegradable. Even if a potential buyer finds themselves not particularly concerned by environmental woes, they may be attracted to such packaging simply by sheer intrigue and novelty.

More so than any other item here, this particular facet of package appeal can prove challenging. While artistic design focuses almost strictly on the subconscious mind of the consumer, ecological friendliness assumes an interest in the buyer. However, it is safe to say that due to recent trends, the future is green.

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