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3 Ways To Influence Your Consumer Through Your Packaging

by Bruce Lawson

The way that you package your product directly impacts sales. There have been numerous market research studies done to show how product packaging influences the consumer. Before your run out and design packaging for your product, you should know how to design your packaging in a way that will influence the consumer. Keep these things in mind when you begin to design your packaging.

Keep Your Message Clear

One of the biggest mistakes that you can make when designing your packaging is giving into the urge to pack all that you can onto your packaging.

The average shopper has a short attention span, and wants information conveyed to them quickly and simply. Displaying large blocks of heavy text containing too much information on your packaging  causes your product to be overlooked. Shoppers are drawn to packaging that quickly and simply conveys a brand's message, as well as informs them of what the product is about.

Find a way to make your product stand out, as well as convey what your product entails, in simple terms. Rather than filling your packaging with the history of your company, have your product's website on the packaging where the consumer can learn more.

Instead of a variety of large graphics and designs, choose one sharp, clear image with minimalist background designs. Make sure the graphics you choose are inline with what you want your product to stand for.

Use Colors to Influence the Consumer

The colors you use on your packaging are a simple way to influence the consumer. Different colors will elicit different reactions, and when you are designing your packaging you should keep the effects of different colors in mind:

  • Red: Bright red is perceived as high-energy. It tends to influence people to make quick decisions, like grabbing your product off of the shelf without really knowing why.
  • Blue: There is a reason that sleeping pills and their packaging are often colored blue. Blue packaging calms and soothes the consumer.
  • Yellow: Yellow conveys optimism, as well as creativity. When people are exposed to the color yellow, serotonin production in their brain increases. This leads to feelings of overall well-being.
  • Orange: Orange is a color that elicits feelings of excitement and sociability. The color orange has also been shown to increase appetite, which makes it a great option for food product packaging.

Choosing colors based on how you want your consumer to feel can help your product become more appealing and more likely to be picked up off the shelf.

Appeal to Emotion

If your packaging is able to elicit a feeling of happiness, sentimentality, curiosity, or warmth it is more likely to draw in the consumer. Eliciting emotion quickly can entice the consumer into picking up your product to learn more, as well as persuade them to add your product quickly to their shopping cart.

You can elicit emotions with different colors, small quips, unique and interesting art work, as well as controversial or unconventional statements.

There is a fine line between a product that comes off as contrived and a product that a consumer feels is conveying a sincere message. Make sure to stick to what your brand is about and work from the heart when trying to engage the consumer emotionally.

Your packaging says a lot about your brand and product, and it is something that you shouldn't rush into. After you have come up with your design, click here and work with professional packaging manufacturers to ensure that your packaging looks professional, sharp, and clean. Keeping the previous tips in mind, as well as working with a professional, will help ensure that your product isn't overlooked when it hits the shelves.