Present, preserve and protect

How Printed Product Packaging Influences Consumer Perception

Author
Dallas Whaitiri
Date
July 17, 2024

Since the very first printing press was opened in 1436, humans have been communicating who they are through printed media. As the world grew and brands started to pop up, printed packaging became the main medium companies had to communicate themselves to their consumers.

With a huge number of competitors on the market these days, printed product packaging is more important than ever. In New Zealand alone, over 50,000 new businesses are created each year.

As a business owner or product designer, it’s up to you to find product packaging that turns the right heads. In this blog post, we’re going to help you do it. Stick around as we review how your packaging influences consumer perception and what you can do to make your branding stand out.

The Power of Your Product’s First Impression

When it comes to consumer perception, nothing is more important than your product’s first impression. Studies vary on the time taken to form a first impression, but almost all agree that once consumers have formed a first impression of your product, it’s very hard to change it. Therefore, it’s really important that your product’s first impression is positive!

Not only that but you want your consumer to have the sense that this product is designed just for them. It has to scream ‘Buy me!’ on a shelf cluttered with a variety of other products. The same is true for ecommerce brands who are already competing with a large market every day.

The Importance of Design for Creating Brand Loyalty

According to a 2022 study by IBM, consumers are – at least in the majority – driven by their purpose. With so many important causes in the world, 44% of consumers now select brands based on how well they align with their values. Consumers are also more loyal to brands who continue to express alignment with those values.

Your product’s packaging design is your chance to do more than stand out on a shelf. It’s your first opportunity to make a real and lasting connection with your ideal customer. This might look like including your company’s values on your packaging, designing with colours that reflect your brand’s emotional associations or choosing a high-quality printer to ensure the best finish on the final result.

In all cases, your printed product packaging makes a major difference!

The Vital Elements of Your Packaging Design

Conceptualising your packaging design and looking for some guidance? Focus your attention on your consumer and harness all the techniques at your disposal. We’ve broken down the different elements of your packaging design, tapping into how each one can influence your consumer’s view of your product (and your brand as a whole).

Design and Aesthetics

From colour schemes to typography choices, the aesthetics of your packaging are a lifeline for your consumer. This element is your opportunity to create an emotional association, inspiring a true connection with the customer.

For example, think about the Spotify logo. The shape of the logo – a circle with three sound waves – implies a wholeness, the brand’s commitment to connecting people with their love of music. The iconic shade of green implies freshness, growth and life, all of which are heavily associated with the feeling of jamming out.

While this might sound far-fetched, the psychological implications of your packaging’s aesthetics can go a really long way to captivate your target consumer. So it’s really important to think about what you want to communicate.

Core question: What do you want your consumer to feel when they look at your packaging? Which colours, shapes and graphics can inspire that feeling in a way that aligns with your brand?

Quality of the Print

Next, the quality of the print. This is something we take very seriously at Allflex Packaging when it comes to printed product packaging. High-resolution prints are a must as there is a standard of quality almost all consumers expect from their product packaging in the modern era. The finish on your print can influence how your customer thinks about what’s inside.

For example, a glossy finish might imply luxurious content, while a matte finish might imply practicality and usefulness. Embossing is extremely luxurious, and a metallic sheen or finish can take it to the next level. 

Combined with the aesthetics of your printed product packaging, your print’s quality and finish can make or break your product’s success.

Core question: What do you want your consumers to think about the product they are purchasing? Is it practical and accessible or high-class and luxurious?

Information Clarity

Finally, never underestimate the importance of information clarity. Your consumers need to have access to clear and readable product information to make their final decision. Especially if you’re new on the shelves!

The layout of your design can drastically affect readability. So make sure to review the design concept and final graphic carefully before actioning a print.

Core question: What is the most important information your consumer might have about your product? Where on your packaging will you put it to make it accessible but retain the aesthetic?

The good news is, when you work with an experienced team like Allflex Packaging, we’re here to offer an additional set of eyes and ensure you receive only the highest quality of printed product packaging. 

Let’s make it happen.

Ready to design packaging that grabs your consumers’ attention? We offer a wide variety of printed product packaging options to cover your flexible packaging needs.

Get in touch with your design concept to kick off the process with our experienced team!