Imagine walking into a supermarket with shelves overflowing with options. Your customer has precisely 7 seconds to pick a product before their eyes dart to the next. What makes them choose one brand over another?
No, it is not magic. Rather, it is Consumer packaging psychology.
If you are a FMCG founder who still thinks packaging’s sole purpose is to be aesthetically pleasing, realise that your packaging is your silent salesman. It works 24/7, has no sick days, and is responsible for up to 70% of purchase decisions.
So, let us embark on a fascinating journey of consumer psychology and just what makes a package sell.
1. First Impression is Instant – Yet Lasting
it takes a mere of a 0.3 second for a customer to make an impression of your product. That is faster than blinking of an eye. If your packaging does not click, grab, or interest, it is lost.
What makes a strong first impression?
The correct balance of colours, font, and arrangement of patterns contributes towards customer perception. The well-composed arrangement must deliver your business identity clearly and appeal to your intended market without overwhelming your customer.
2. The Brain Prefers Familiarity but Craves Novelty
Humans have an intrinsic pattern recognition tendency. This is why big businesses rarely change packaging drastically, continuity is a trust-builder. Yet, isn’t this counterintuitive to newness being necessary?
The secret is evolution, not revolution.
A slight tweak (i.e., a new colour scheme or an embossing pattern) can make an outdated piece of merchandise appear new without alienating loyal customers.
3. Experience it, touch it, purchase it.
Did you ever notice that high-end brands prefer using matte finishes, embossing, or textured surfaces? Scientifically, when a customer touches packaging, a feeling of ownership is boosted, which results in a higher probability of buying.
Products featuring textured, differentiated, or distinct finishes have been proven in studies to enhance the perceived value.
4. Confusion kills sales, clarity sells.
If a customer removes your item off a shelf and is not able to make it work, it is taken back. Simple.
Your packaging must give an immediate reply to these following questions:
What is it? (Product clarity)
Why should I care about this?
For whom is it? (Alignment of target audience)
5. The power of storytelling in packaging
Humans do not buy commodities. They buy narratives. If your packaging tells a wonderful brand story, it makes an emotional connection.
The visuals, messaging, and tone appropriate for your business can help a customer relate to your business values. Brand loyalty and return business is developed by packaging which appeals on a personal level.
6. Make it Instagram-Worthy
Shoppers in this new digital age love taking pretty-looking merchandise on social media. Attractive, well-packaged merchandise that is ideal for a selfie can give your business a cost-free marketing campaign and word of mouth. Eye-catching, stylish, or quirky packaging can make your merchandise a appealing for social media, making your business more visible and desired.
Here is the complete FMCG Packaging Checklist:
Run a test on your new packaging design using this checklist before your process them for print.
- Does my packaging create an instant emotional connection?
- Is it clear, concise, and easy to understand?
- Do these colours reinforce my product category and personality of my brand?
- Does it have a sensory appeal element (embossing, texture, soft touch finishes)?
- Is it clearly apparent what your product is and its benefit?
- Does my design find a balance between being new and familiar?
- Would my dream customer grab this for the first time when she sees it?
Conclusion
Packaging is more than a label or a box – it is a marketing tool. It is what drives your item off the shelf and onto the cart. Here is the main point- If your packaging is not well thought out, you leave money on the table.
Kinnari Gala, Founder of All About Packaging and second one is in house
