Pretty Package = Pretty Gift: The Psychology of Packaging

Ever want to buy something because it looks cool or cute? Presentation is key for companies to attract attention. It also gives consumers something to be excited about when they open it. Most studies have included that the more care for the look of the package, people are most likely to buy it. Let’s examine the packaging of the popular drink Coca-Cola.

What’s the first thing that captures the attention and shows off brand recognition? The lively and bold red color with easy to read white writing. If Coke were a natural, organic drink then the company would use earthy tones such as tan and deep green so that buyers make assumptions about the product. This bright red creates a more fun and happy vibe with it like the colors of candy products.

Does the design have pattern or graphics? In Coca-Cola’s case, no. Their design shows that simple is more, but they do vary their designs with the seasons. If Coke had a mascot like cereals then it would look like it was only for children. Certain patterns such as floral on the packaging of Bath and Body Works lotion suggest the scent, and seem to be aimed towards females.

Coca-Cola’s shape might be typical, but how does this let other brands stick out? It is a curvy bottle or a can, but Monster is a taller can and it used dark colors. The water brand Voss uses bottles that are thinner, so it implies healthier living. This is also similar to how Toblerone is unique from other chocolate since it is packaged in a triangular prism and not the usual rectangle. Changing the shape also affects how the product feels in the consumer’s hands.

Sound can impact sales too. Remember those Sun Chip biodegradable bags? They discontinued the bags since sales decreased 11% because they were too noisy.

Next time you are out shopping, look at the products you are buying. Are you really after the product or does the shiny box it comes in speak to you?

References

Ellison, C. (2011, October 20). Unboxing desire: The psychology behind packaging [Web log post]. Retrieved from https://blog.etsy.com/en/2011/unboxing-desire-the-psychology-behind-packaging/

Humphrey, S. (2012, July 23). The psychology of product packaging. Retrieved from http://www.getbusymedia.com/the-psychology-of-product-packaging/

Russell, M. (2013, October 4). Psychology of packaging, part I. Retrieved from http://www.packaging.com/psychology-of-packaging-i/

Tilbury, C. (n.d.). Product packaging: The psychological influences behind our purchasing decisions. Retrieved from http://www.confessionsoftheprofessions.com/product-packaging-psychological-influences-purchasing-decisions/

Edited by: Zoe