Packaging and Psychology Vision One

Market Research News

Research Shows How Packaging Affects Consumers And The Psychology That Drives Consumer Choice

At the heart of every successful business is a strong understanding of its customer base.

Packaging is a key part of the marketing plan for any business that makes or sells products as one-third of consumer decision-making is based on packaging.

Packaging is powerful.

It tells the consumer why a product and brand are different. Think about Apple, they are known for its clean, minimalist packaging. Research states 52 per cent of online consumers would likely return to a business for another purchase if they receive products in premium packaging, and businesses have reported a 30 per cent increase in consumer interest when those businesses show strong attention to packaging.
The manufacturers of Finish, the dishwasher detergent decided to redesign their packaging to focus on functionality and being more environmentally friendly. The flexible packaging, now more easily opened and made with less material, saw a 21 per cent increase in sales.

vision one packaging eyetracking

Above, is a virtual shelf and using our Neuromarketing, Eye tracking services, we can show you what your customers are looking at, in which order and with our emotion analysis. 

There isn’t a sector in which powerful product branding does not play a vital role in helping businesses, this is where principles of consumer psychology come in.

There are three main factors driving our psychological response; which are colour, how it feels, and the message it's sending to consumers. In a busy retail environment, colour plays a massive role in associating with specific brands making an impression and standing out. Different brands will choose different colour schemes for product branding as a type of uniqueness. For example, Tiffany & Co are known for its iconic robins-egg blue box.

Making a buying decision involves consumers going through several mental stages before they make a final decision. When consumers recognise a product, they start actively looking around and gather information from various reviews and websites.

Once the consumer makes a purchase, the evaluation process does not stop and they continue to evaluate their decision whilst experiencing the product. In this day in age, it is easy for customers to post their opinions of brands on social media and research shows that 45 per cent of customers have turned to social media to share their negative views.

As it is not vital that companies keep up with social media on a constant basis in order to maintain their online reputation and brand integrity. To get more information, please don't hesitate to contact one of our team by emailing [email protected] or give us a call on 0151 945 0150.