Color Psychology
02 Jul

Packaging Psychology: Color, Shape, Feel, and Font


When it comes to the packaging of products, packaging psychology shapes the way that consumers interact with the unboxing experience. As our world becomes more and more digital, companies can solidify their customer connection through their packaging choices. Packaging offers a way for companies to provide a visual and tactile experience from start to finish.

Despite the often-repeated “don’t judge a book by its cover,” most consumers make purchasing decisions based solely on the packaging. For example, a 2013 study pointed out that product packaging has the power to trigger impulsive buying, even when the consumer had no intention of making a purchase. The study went on to show that attractive packaging caused more activity in the brain and triggered reward responses while unattractive packaging was associated with negative emotion.

Packaging is important because it protects the product, but also calls upon consumers’ emotions that can be influenced by the package color, shape, feel, and type font!

The Psychology of Color

Colors evoke emotion. Colors are also associated with different ideas, such as black being a classic color or red being bold and strong. A survey showed that the color of logos can influence customer emotions and feelings. For example, green logos reflect sustainability and environmental friendliness while purple carries associations of royalty and glamour.

The emotional associations of color should be considered carefully when you’re determining packaging options. Generally, people make a quick judgment on products within seconds of seeing the packaging. When choosing colors for packaging, the company should consider colors that inspire the right sort of associations.

Finally, the colors in your logo should be used on the packaging to reinforce your brand’s identity and image. Colors build recognition, and consumers will be able to quickly recognize your product wherever it might be displayed. Packaging design should take your logo and brand into consideration.

The Packaging Psychology of Shape

Shape is a statement. While some packaging has become a standard shape and size, the package that stands out is intentionally unique. The more distinctive, the more memorable the package is. Shape also has the power to connect with the emotions of consumers.

When it comes to choosing the right shape for your product packaging, it’s important to consider the psychology of what consumers find attractive. Curves are often seen as beautiful in contrast to the rigidity of straight lines. Meanwhile, pointed shapes often are perceived as threatening. Dive deeper into the psychology of shape and how it fits with your product and brand.

The Packaging Psychology of Tactile

Touch is pleasure. And it can entice a consumer to pick up your product and take it home. Packaging allows brands to create a tactile experience for the consumer with smooth textures, high-gloss silky paper, or grainier options.

Once the package is in the consumer’s hands, your product has a higher chance of going home with them. Studies show that physically holding something creates a sense of psychological ownership.

When a customer enjoys the texture of the packaging, it stays in their hands for a little longer, and this extends the feeling of psychological ownership. Touch is a crucial element to consider for your packaging.

The quality of the packaging, such as sturdy versus flimsy, also influences the perception of the product. Flimsy packaging often gives consumers the impression that the product will be of lesser quality whereas a sturdy box is indicative of strong products. Choose packaging that reflects your product.

The Packaging Psychology of Typography

Fonts communicate. As the literal tool for delivering your product’s message or logo, fonts are a vital component of any package design. Once again, fonts can carry emotional associations and social stories. Therefore, fonts should be chosen wisely.

One study revealed that customers see fancy scripts as requiring more time and focus to read than an easy-to-read simple font. Consider the message that you want to send with your font. For example, fancy scripts are often associated with elegance; headline fonts are intense and attention-grabbing. Hand script fonts are more casual and playful.

The font you choose is sending a message that conveys meaning--they aren’t just words on your packaging. Check the font against the personality of your brand and product to better communicate with your customers.

At the end of the day, your package decisions should reflect your ideal customer, playing to their cultural and psychological biases. When you think like your target customer, your brand will stand out. A few other ways to enhance your packaging is to consider package reusability and prioritize material transparency. Today’s consumers appreciate environmentally conscious companies and are often willing to pay more to know that they’re supporting environmentally- responsible decisions.

At Golden Arrow, we provide every level of packaging from design to luxury boxing options that are all rooted in our mission for sustainability. Our zero-emissions product creation means that your brand receives stunning packaging options that are responsibly designed and manufactured. Reach out to us today to discover your sustainable packaging solutions.

Sources:
https://www.crowdspring.com/blog/packaging-design-tips-psychology/
https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20651
https://www.sciencedaily.com/releases/2014/04/140408112210.htm
https://www.emeraldinsight.com/doi/abs/10.1108/00251740610673332
https://www.inc.com/caitlin-berens/roger-dooley-brain-tricks.html