In the era of soundbites and 10-second marketing videos, "consumers don't always read messages on the pack," says Leatrice Eiseman, managing director of the Pantone Color Institute. The majority of the public are now becoming more accustomed to clicking icons while exploring concepts or following instructions, reminding that "we often live in an unwritten world full of images". In fact, it has been proven from time immemorial that colors have such a vital part in today's communication world and it is a fact that stands before our eyes.
Point of Purchase Decisions and Packaging Design
Research reveals that 70-85% of purchasing decisions are made at the point of purchase.
Choosing the most attractive color, shape, size, and textural effect are among the most important decisions you can make for your packaging. When used correctly and wisely, your packaging:
- It saves you from the chaos in the market.
- It gives the first impression that can trigger a purchase.
- It provides communication with the consumer through elements such as shape, feels, coating, and graphics.
- It creates an environment for an emotional reaction.
Your packaging among many product options; It must meet the demands of consumers who move quickly, scan a wide variety of products, and make decisions in seconds.
Your Brand Message
Additional features such as color scheme, package shape, graphics and metallic elements, windows, or ease of opening are all considered factors that create an emotional response in the consumer. While determining topics such as color selection and textures, good research should be done on the market segment and the topics that your prospective customers like or dislike in the market. You should have a package that presents your brand message in the most appropriate way to what your product indicates among today's consumption concepts such as entertainment, luxury, wellness, beauty, and health.
Packaging Development
When developing package design and textural elements for a new product, an in-depth evaluation of your market is a critical part of the packaging design process. Factors to consider include:
- Age Range
- Gender
- Economical Situation
- Education Level
- Cultural Preferences
Smart Color Use
With the clever use of colors, the eyes will be on you in a targeted market and the "attention", which is the first critical step in purchasing, is thus drawn. Remember, if a consumer has little knowledge of the brand, her / his only source of information is the color, design, and shape of the packaging.
Texture and Coating
Using all the elements that attract the attention of the consumer is an important factor in successful packaging design. Textural elements and surfaces can spark even higher interest in consumers and inspire a closer look. That's why special textures and surfaces invite a tactile response and more interaction with your product.
It's Your Turn with LuxBoxPack
As LuxBoxPack, we work with a method where we make all the decisions while creating a new product packaging for you or rebranding a product. Contact us now for custom packaging designs in a variety of colors, shapes, textures, and surfaces, along with our industry experience regarding consumer reactions.
