In order to compete with other brands on the shelf, increase sales, and grab your fair share of the consumer market, you need an attention-grabbing packaging design. The design you create with your packaging should speak for the product that you’re selling when you can’t promote it yourself. Thus, what is it that makes a packaging design more eye-appealing while other products are overlooked or passed up by consumers? We aren’t talking about the price here. In a word, it’s Psychology.
Using Marketing Psychology
We know that the consumer responds to visual stimuli subconsciously, one of marketing psychology’s core principles. All you need is to appeal to the taste of the consumer and the product sells. In fact, you’ll sell more products if you can get the buyer to respond positively to the design of your cosmetic packaging. Stated another way, the more attractive a product’s packaging design is, the more it will motivate them to make impulsive purchases. Here are 4 psychology-based design tips that will help your packaging grab the consumer’s attention:
- Packaging designs are more impactful when the elements of texture and touch are present – in a perfect world, your packaging design will motivate consumers to pick up your product, buy it, and take it home with them. After all, product packaging is not only meant to be visible, it’s meant for you to touch it as well.
- Shape and structure of your packaging’s design should influence emotions – where product packaging is concerned, the single most unique identifier is the shape of it. It’s interesting to note that lines and shapes without context can inspire awe, contentment, excitement, or fear.
- Textures of your product’s packaging influences the way in which the consumer perceives it – the way a product’s packaging feels to the person picking it up can make certain implications about what’s inside of it. Whenever possible, choose a texture that tells the consumer what’s inside of that packaging.
- Use color to evoke an emotional response – the colors used in the design of your product’s packaging should serve 3 key functions: 1) it should capture the attention of the buyer, 2) it should create an emotional meaning for the consumer, and 3) it should reinforce the identity of your brand.