How Packaging Can Convince Customers to Purchase a Product


"Packaging can be a theatre, it can create a story.”

- Steve Jobs

What is the first thing a customer notices when shopping for a product?

Yeah, it is packaging.

It is the first thing they interact with before shopping for the product. But the role of packaging is more than that. It also influences their buying decision.

A book might not be judged by its cover, but a product is mostly judged by its packaging.

According to one study, 7 in 10 consumers admit that packaging design can influence their purchasing decision. After all, packaging tells a story, creates the tone and ensures a tangible experience for the customer.

An article published in the journal Psychology and Marketing explains how our brain reacts to various types of packaging. The study found that viewing attractive packaging leads to more intense brain activity. It also triggers activity in brain areas related to rewards, while unattractive packaging stirs negative emotions.

Here we will walk through the benefits of packaging for your product and how you can determine the right one.

First of all, let’s find out how packaging attracts customers to buy your products.

Protecting the Products:

Product packaging ensures that the product stays safe throughout its transit. This way, they reach safely and intact to the stores and customers. Poorly packaging products are vulnerable to damages, thereby spoiling your customer’s experience with them.

Differentiating Your Brand from Others:

There are many products on the market striving for your buyer’s attention. Certain goods come in the same size, shape, and style of packaging, creating a line of indistinguishable brands coming from the same factory.

Therefore, your brand packaging should stand out and look different from similar products on the same shelve.

By making your packaging look unique, you can create instant recognition and authority within your genre, leading to higher sales and visibility.

Here I would like to mention Caption Morgan’s Cannon Blast that comes in a unique container. The bottle is shaped like a cannonball. This way, the product not only represents the product name but also attracts the eye and looks different from its competitors.

Here you can make your brand looks unique by working over two key elements of packaging given below:

  • Colorful Graphics can be used more effectively to establish your brands through color recognition (Think Coke’s red