Whether we associate the product with its ad, the packaging’s color and how is resonates with us, or the friend or celebrity who uses it, product design involves form and function and for many, implies the beginning of the brand experience.
It is estimated that about 75% of purchase decisions made by consumers are based on emotion rather than necessity. If a consumer is looking at two products on the supermarket shelf, they will generally choose the product that is more emotionally touching.
Extrinsic cues like brand name, origin, and price and the relative importance of these variables play a distinct role in consumer choice. Consumers desire products that fit with their style, and the emotions they feel toward a product can be caused by strong typography, seductive images, or a familiar feeling created by the package.
Marty Neumeier states in his book The Brand Gap,
“A retail package is the last and best chance to make a sale.”
Given that not all brands are products and not all products go retail, the truth is that product and package design are vital when it comes to the brand. Consider that more than half of purchases are based on emotions, especially when a consumer is unsure and must choose between two brands of products. Successful product brands master the art of aesthetics and consumer emotion.
Whether we associate the product with its ad, the packaging’s color and how is resonates with us, or the friend or celebrity who uses it, product design involves form and function and for many, implies the beginning of the brand experience. In many cases, it also provokes the basis for consumer loyalty.
“For most new products, the store shelf is the first, last, and only time to facilitate a purchase decision.”
Design can be synonymous to style, usability and that personal stamp that defines a product and the brand. Differentiation is critical if you want to stand out in the marketplace, and it provides that added-value that customers cherish so much and benefit from. In the effort to be different we still have to think of usability and practicality, as packaging is not supposed to be an obstacle to people buying the products. With today’s modern packaging, it can be more technically demanding than ever before, with injection mold issues to mysteriously sized or shaped “Buy ME!”, packaging can be equally good or bad for marketing.
“A package on a shelf has approximately 3 seconds to grab the audience’s attention.”
You also cannot dismiss online retailers. It’s easy to forget about packaging when your
product is sold online. However, since your customers don’t get to experience your work
in a brick-and-mortar shop, how you package your online product becomes the customer’s
first impression.
