Your packaging is not just a physical game, but a mental game as well. customers have only a few seconds to choose the item they wish to. When you focus on the behavior of customers in design, you’ll be able to win. That’s why you must understand the psychology of packaging and how it influences customers.
Color psychology
Various colors impact the emotions and perceptions. For instance, blue is a sign of luxury, and will be good for more high-end packaging. Red is powerful and strong, while purple emanates a calm aura. Green is a more natural type of color and is great if eco friendly packaging is the name of the game.
When designing packages, you want to consider using color theory in your packaging. Lots of customers will immediately turn to a green-colored package if it’s a natural health item, because the color creates that association, which is something to bear in mind.
Shape and Structure
The shape of the packaging also plays a role in the packaging that you have.
For instance, rounded edges are more welcoming and inviting to your customers. On the flip side, shaper edges are more precise and sophisticated, hence why the gabled boxes are used for high-end items.
Rounded shapes are used for commonplace items, as customers will enjoy this much more than others.
Complex shapes should be used only if you have a product with the goal to stand out. Sometimes, the complex shapes can be a bit intimidating when faced with other types of packages on the shelf.
Visual and Text Elements
Finally, you have to look at the vision and text elements that go into your packaging.
This is what customers will see, and you should create graphics that will focus on your product, driving customer attention.
Typography that’s cursive and more detailed can convey luxury to many people. In contrast, more rounded and simplistic types of text might convey something different, such as maybe more immature and geared towards a younger audience.
The same goes for graphics. If your product is more high-end, cleaner and crisper graphics might be the game here. your product is simple, and you want to keep it simple.
In contrast, for a product for a younger audience, you might use more shapes and cartoons, generating a more whimsical and youthful appearance to the product.
The goal of this is to get the customer’s attention. Having clear, persuasive messaging that compliments the other two is the name of the game here, so make sure that you keep it in mind.
Design Tips
The best way to design this is to look at the brand that you have, and what type of audience that you have. This will be used to convey the overall packaging designs.
Ultimately, you want to balance out functionality and visual appeals. Giving them something nice to look at, and really improving the way this looks definitely can be a good way to start. There are a lot of different ways to make this work.
For instance, natural products shine when you have a green sort of coloring, use a material that’s natural, and keep a simple, standard sort of typeface. Make sure that all of the branding elements are correct, so that people who get the product love it.
The psychology of packaging plays a huge role in the way it moves off the shelf. Keep this in mind, and make sure your packaging fits these needs now, rather than later, to see the results of your actions right away and the overall benefits of them.
