You are probably familiar with the fact that visual imagery
is powerful. Images help us learn better. Our brains are wired to interpret the
recognize visuals instantaneously, which in turn triggers our emotions.
But did you know that visuals can have an impact on your
decision making?
According to research, what we see acts as a dominant factor in
what we think and how we act. In other words, visual imagery can have a great influence
on our decisions. The part of our brain that processes visual stimuli functions
in close association with the part that is in charge of decision making.
This is why the packaging industry uses design elements as visual
stimuli when they design
packaging box online. As much we as humans would like to consider
ourselves as intellectual, rational beings, we are inclined to make snap
judgments, especially when it comes to packaging.
Here, we will be discussing some of the most powerful design
elements of packaging that influence the purchase decisions of consumers.
Ø Color
When we look at brands like McDonald’s, KFC, Burger King,
Pizza Hut, and Coca-Cola, they appear as entirely independent entities. They
have their own specialty products, market competition, and a loyal customer
base.
But what is that one thing they all
have in common?
It is the overpowering red in their packaging. Despite the availability
of an elaborate color spectrum for marketers to use, these food companies keep
cycling back to the statistic that red is a visually stimulating color that can
greatly boost our appetites.
Research suggests that the more inundated we have become with
the information; the more visual decision making is growing. Understanding
color psychology and the specific communicative language of different colors is
important when companies design
packaging box online.
You want to choose a color that complements your brand image
and the underlying message of your business. While there is no set guide for
choosing the right colors, your decision must take into account factors such as
who is the target audience and what is the message your product is trying to
convey.
Ø Shape
One of the most important design variables that influence
customers’ purchasing decisions is the shape. Much like colors, shapes tend to
communicate different meanings. For instance, sharp, angular shapes emphasize
masculinity, while designs with soft edges and curves lean towards femininity.
A common mistake that many businesses make is they overlook
the significance of making the shape stand out when designing their packaging. Playing
around with shapes is a great way to make your product shine amongst a sea of
other products on the market shelves.
When designing a visually appealing shape for your packaging,
you must also consider the practical aspects and ergonomics. The shape of your
packaging should not hamper the performance or the use of the products.
Ø Texture
Businesses put a lot of emphasis on the creative elements,
logos, and graphics, but what about the texture of the packaging?
How big of an impact does it have on the consumers’ brand
perception?
According to research, consumers tend to gravitate towards
smoother and softer textures when it comes to retail packaging. While an
appealing packaging design is the first thing that captures the customer’s
attention, it is the way it feels that induces a much stronger response.
When deciding on the appropriate texture for your packaging
design, you must consider what type of product you are selling. For instance,
some products may require glossy, laminated finishing, while others might go
well with a plain cardboard packaging.
Products that are intended as presents should perceptibly
feel more elegant and classier in contrast to their blog-standard counterparts.
If you want to convey the idea that you have spent the most on the product
itself, you might want to skip any fancy packaging and go for something minimal
like a plain box or a brown paper.
Ø Typography
Do you think that Coca-Cola would be the same without its iconic
red cursive font? Would Disney have the same grand appeal without their unusual
cursive font?
We don’t think so. Something common you will notice in all top brands is the use of whimsical typography that adds on to their global recognition and appeal. Businesses can use well-articulated typography as an effective communication tool to cement their brand message.
Despite the conventional wisdom that a picture speaks a
thousand words, your packaging design requires typography as a tool for
creating a well-balanced graphical design. Much like colors, typography has
meaning and can therefore be used to represent your brand values and tone.
When designing typography, make sure that you create something
that complements your brand image and positively reinforces your product. Good
typography can augment the appeal of your visual layout and can make your
packaging stand out in the fierce market competition.
Ø Graphics
The graphic design of the packaging is essentially a
composite assembly of all the different design elements. Your selection of
color palette, shape, texture, and typography collectively influence the visual
appeal of your product packaging.
Effective packaging graphics is something that will drive
maximum traffic to your product and will consequently help you grow your
business. A winning packaging design is the one that effectively communicates your
brand story and values to the consumers. You want to give customers something
that is distinctively recognizable and inimitable.
Conclusion
The discussed packaging design variables act as effective brand
communication vehicle to attract consumers and influence their purchasing
decisions. Whether it the packaging’s color palette, typography, or finishing,
graphic designing provides so many exciting options for your product packaging.
Exploring the psychology behind the packaging is important
for designers to understand how they can use tools to create value for modern
consumers. To build loyalty, you must work on creating a connection between
your brand and the consumers.