Have you ever mindlessly reached for a product on the shelf, unsure exactly what drew you to it? Chances are, the packaging played a bigger role than you think.  Welcome to the world of sensory marketing, where colors, shapes, and even textures subconsciously influence our buying decisions.

The psychology behind the packaging

Sensory marketing appeals to consumers' senses—sight, sound, touch, taste, and smell—to create a memorable and engaging experience. By stimulating multiple senses, companies can create a stronger emotional connection with their audience, increasing brand loyalty and sales. Sensory marketing, when applied to packaging, becomes a powerful tool to grab attention. Here's how it works:

• Sight: This is the first sensory hit. The packaging uses color psychology to evoke emotions (think calming blues or energetic reds) and target demographics (bright colors for kids, sophisticated tones for luxury brands).  Visuals like high-quality photos or enticing illustrations can showcase the product and create a desired brand image.

• Touch: The texture of the packaging can be a surprising but powerful marketing tool. A smooth, sleek box speaks to luxury, while a textured, natural-fiber container conveys a handcrafted or eco-friendly feel.  Imagine the difference between a soft, pillowy box of chocolates and a sturdy, metallic case for a high-end watch.

• Smell: While incorporating actual scents into packaging is less common due to practicalities, some brands use subtle techniques. For example, some scratch-and-sniff elements or scented inks can be used for specific products. More often, visuals come into play. Images of fresh fruits, baked goods, or coffee beans can trigger the sense of smell and create an association with the product's aroma.

• Hearing (indirectly): Packaging doesn't typically incorporate sound, but it can create anticipation for the sensory experience.  Think of a resealable bag of chips – the crinkling sound when you open it becomes part of the product experience.

By strategically using these sensory elements, packaging goes beyond just containing a product. By engaging multiple senses, the packaging creates a more immersive and memorable experience for the consumer, making them more likely to pick it up and consider buying it. One example of a brand that has used packaging to engage multiple senses is Lush. Lush is a cosmetics retailer known for its handmade, natural products. One of their famous products is the "Bath Bomb," a spherical, fizzy bath product. The packaging of the Bath Bomb is designed to appeal to multiple senses, such as: visually it attracts customers with its bright colors and intricate design. The packaging is often textured, allowing customers to feel the product before they even open it. Lush products are known for their fragrances. The packaging of the Bath Bomb is designed to allow customers to smell the product before they buy it, creating a sensory experience that engages the sense of smell. In regards to auditory, while not directly related to packaging, the Bath Bomb creates a fizzing sound when it is dropped into the bath, adding an auditory element to the overall experience.

Research studies 

Sensory marketing can be so influential, that when a customer does not even plan to buy a particular product and if the packaging is attractive enough, the consumer may end up purchasing it, as was seen in this study. The same study’s results also highlighted that: 

• When people see attractive packaging, their brain's impulsive system gets more active, making them more likely to make quick decisions. 
• Also, when people see packaging that is appealing or unappealing, instead of just plain or neutral, their brain's reflective system is not as active. The reflective system is involved in more deliberate and thoughtful decision-making processes. Therefore, customers are inclined to purchase appealing items because it pleases their brains and decreases their tendency to doubt their choice. 
• Additionally, attractive packaging makes the brain's reward centers light up, while unattractive packaging can trigger negative emotions.

In a survey conducted by the Paper and Packaging Board revealed that 72 percent of customers believed that packaging design affected their purchasing decisions. Packaging is often the first thing a potential buyer sees and touches, making it their initial interaction with a product.

Overall, these studies explains the psychology behind how influential packaging can be for a brand! This shows how important packaging design is—it can influence how people see the product before they even try it. So, not only does a manufacturer need to make a good product, but they also need to package it in a way that catches people's attention.

So, how can you harness this power to create packaging that speaks volumes without uttering a word? Below is the breakdown of the key elements to consider!

Things to consider during packaging

• Color:

Using the right colors on product packages is very important. Here's why: 

• Attention-grabbing: Colors help catch the eye of shoppers.
• Emotional Connection: Colors can make people feel certain ways. Choose colors that your target customers will like and that make them feel the way you want.
• Brand Identity: The recognition of brands and logos increases by 80% when color is added. It's easier to remember colors compared to black-and-white advertising.

For example, using bright colors can make your product stand out on store shelves. But, it's also important to consider how colors are perceived in different countries and contexts.

In some places, black is seen as fancy, while in others, it's associated with sadness. Similarly, red can mean love in one culture and luck in another.

When designing packaging, consider how colors affect people's emotions and thoughts. Bright colors are often used in food packaging to make people hungry and happy. Candy packages use colors and pictures to make you want to buy them on impulse.

A study by Humphrey (1976) suggested that humans have evolved by developing color preferences according to some associations they have made in the past due to biological survival. For example, our brains often connect the color green with feelings of freshness and growth, making it a perfect choice for organic products. This preference may have evolved because early humans learned to seek out green areas for survival.

Another study from 2006 discovered that most people decide to buy something within 90 seconds, and about 60 to 90 percent of those decisions are influenced by the colors they see on the product or its packaging.

Keeping all this in mind, one should not forget to use colors that represent their brand. That is a crucial point to induce brand identity and reinforce brand recall. 

• Shape:

Shape is important visually and physically, affecting how a product feels. It can seem more masculine or feminine, which is key when targeting an audience. For example: Toys for boys are often sharp and sleek, like toy cars and action figures. Girls' toys are softer and more rounded, with things like hair or clothes. When it comes to adult product packaging, slim and narrow shapes suggest health, while squat and narrow shapes feel strong. Even complex shapes can convey emotions and become part of a brand's identity, like the evolution of the Coke bottle. 

In an online experiment, 115 people looked at different packaging. They guessed how strong the taste would be based on the shapes, like cylinders, rounded-angular shapes, hexagons, and shapes with many sides. The results showed that the packaging with a higher degree of shape complexity was associated with a higher taste intensity.

In another study by Folkes (2004), they found that when packages have shapes that stand out and attract more attention, people tend to perceive those products as larger in volume than similar-sized packages that don't stand out as much. This difference in attention affects how people judge the volume, leading to a "mental contamination" of their perception. This bias in volume perception is likely to influence purchase decisions because people believe that a container that catches their eye is a better buy than one of the same size that doesn't attract as much attention.

These studies show how the shape of a package can unconsciously influence buyers’ purchase decisions and product perceptions. 

• Typography:

Typography is how text looks on your packaging—its style, size, and arrangement. Clear, easy-to-read fonts help shoppers quickly understand your product. The particular font you choose will depend on your brand’s identity. 

Typography is crucial in packaging design as it balances textual and visual elements, allowing for the expression of emotion and personality. 

• Font's personality: Each font has its own personality, influencing how a message is perceived. A study by the documentary filmmaker Errol Morris found that certain fonts can convey confidence and trust, while others may not have a positive impact.  Serif and Sans Serif fonts are used for a serious, practical, and stable approach, while Script, Decorative, Display, or Slab fonts are more casual or creative. The weight of a font also affects its personality, with bold fonts often used for emphasis or a serious tone.

• Cultural Difference: It's important to consider cultural differences in typography preferences. For instance, in some Asian cultures, intricate handwriting is valued, which influences consumer preferences.

• Clear font: Typography also affects accessibility, especially for people with visual impairments. Choosing clear fonts ensures your product is accessible to more people. 

• Product Perception: The font you choose impacts how your product is perceived. For example, using Comic Sans might not convey the right message for groceries, while elegant fonts like those used by Versace can enhance your brand's image.

Keep in mind that certain fonts are easier to read online compared to in print. For example, serif fonts are better for print, while sans-serif fonts are easier to read online. Make sure to choose a font for your packaging that works well both online and in print. Overall, typography should be clear, organized, and convey information effectively!

• Branding

Branding is important for getting attention and keeping customers loyal. Make sure your packaging matches your brand's identity and values. Some consumers need more than just familiarity before they commit to a brand.

Your product's packaging should show what your company stands for. Many companies put their mission statement on their packaging if there's room. This helps customers see if their needs match what the company offers.

Topics like where materials come from, how products are made, and the company's stance on important issues can connect with customers and influence their buying choices. For example, Kissan Ketchup brand gives a personalized message from the farmers who harvested the tomatoes, showing their brand values.  

It's crucial for packaging to show what your product is really like. For example, a funny label on a fancy perfume could give the wrong idea and disappoint customers. Always make sure your packaging fits your product.

• Material

Packaging is not just about how it looks; it's also about how it feels. When we touch something, we get a lot of information about it. 

Sometimes, the texture of packaging can communicate a great deal about the quality of a product and the identity of the brand. For example, Let's say you're shopping for a new skincare product. You pick up two moisturizers. One comes in a jar that feels substantial and luxurious, while the other is in a tube that feels flimsy. Even before trying them, you might lean towards the one in the jar, assuming it's of higher quality. The way the packaging feels can impact your perception of the product's effectiveness and value.

One study found that products with a wide range of material properties were touched for longer periods compared to those with less variation. Another study showed that when consumers can physically touch products, they are more likely to prefer products with varied materials. However, in situations where touching products is not possible, such as online shopping, describing the texture verbally can make up for the lack of physical touch.

The materials used for packaging impact products as it:

• Affects how the product looks. High-end items usually aren't packaged in plain cardboard because it makes them seem cheap. Instead, they're often packaged in metal, or wood for a more luxurious feel.

• Determine how complex the packaging is. Packaging that's meant to be thrown away should be simple to reduce waste. But if it's supposed to be a long-term container, it should be well-made. The complexity of the packaging should fit how the product is meant to be used.

So, when designing packaging, it's important to consider how it feels in addition to how it looks and the purpose of it. If you ignore the sense of touch, you might end up with packaging that feels unpleasant. In some cases, touch can even affect how we perceive a product with our other senses.

• Sustainability

Consumers are increasingly concerned about environmental issues, and one area where this concern influences their purchasing decisions is packaging.

The 2023 Buying Green Report, which was published alongside Earth Day, shows the massive influence of sustainable packaging on purchasing behavior. The results indicate: 

• 71% of consumers have selected a product in the past six months because of its sustainability features.
• 79% of consumers are seeking products with eco-friendly packaging.
• 63% of consumers state they are unlikely to purchase products with environmentally harmful packaging.
• Both Generation Z and Millennials strongly prefer sustainable packaging, with an impressive 76-77% of survey respondents in these age groups opting to purchase products with eco-friendly packaging. This is 7% higher than the average.

Recycling doesn't imply inferior quality. Advanced recycling technology enables the creation of high-quality packaging that is comparable to new materials, and most consumers are unable to distinguish between the two.

Even the US survey insights conducted by McKinsey & Company indicate that 43% of consumers consider environmental impact in packaging to be an extremely important factor when making purchasing decisions. For concerned consumers, the issue of ocean litter has become the main environmental concern across all generations, regions, and communities.

Sustainable packaging should be taken into consideration not just to boost sales or to make your brand identity more acceptable to your consumers but also to put your brand’s positive impact on the environment, as this is a crucial step that all brands should adopt.  

How to test if your packaging stands out?

• Shelf tests:

Shelf tests involve placing your product packaging on a shelf in a retail environment alongside competitors' products. This allows you to observe how your packaging stands out visually and whether it attracts consumers' attention compared to other products.

During a shelf test, you can track metrics such as how quickly consumers notice your packaging, how long they spend looking at it, and whether they pick it up for a closer look. This type of testing provides valuable insights into the effectiveness of your packaging design in a real-world setting and helps you understand how it compares to competitors.

• Focus Groups:

Conducting a focus group is an effective method for testing your packaging design. This involves bringing together a group of individuals from your target audience and showing them your packaging design. 

During the session, you can present the packaging to the participants and ask for their feedback. Encourage them to share their thoughts on what they like and don’t like about the design, as well as any suggestions they have for improvements. 

In addition to gathering feedback on the design, a focus group can also provide insights into how consumers perceive your brand based on the packaging. It can help identify any potential confusion or misinterpretation of the packaging information. Focus groups can also uncover new ideas and suggestions for improving the design that you may not have considered. Overall, conducting a focus group can be a valuable step in refining your packaging design to better meet the needs and preferences of your target audience.

• Surveys:

One easy way to test your packaging design is by asking your target customers for their opinions. Show them different packaging designs and ask which one they like best and why. This can help you understand what design features are most appealing to your customers.

Another benefit of surveying your target audience is that you can gather feedback on specific aspects of the packaging, such as color, font, and imagery. This can help you make informed decisions about which design elements to prioritize in your final packaging. Additionally, conducting surveys can be a cost-effective way to gather a large amount of feedback from a diverse group of people, allowing you to make more confident decisions about your packaging design.

• expoze.io:

This AI predicts for attention. That means it will tell you how much attention your product will receive once you make it live. This platform's technology relies on robust computer vision research, achieving a 95% accuracy rate when compared to conventional eye-tracking methods.

expoze.io shows you a heatmap for each image you upload. This heatmap highlights the areas that grab attention. You can use their “Areas of Interest” feature to measure the attention of specific regions in the image. For example, as you can see in the image below, we compared Coca-Cola Zero with Pepsi Twist in a store setting to see which one would grab the most attention. As “Area of Interest” we marked each bottle separately so we get separate scores for both! Coca-Cola Zero had a score of 4.1% whereas Pepsi Twist scored 0.9% higher. This shows that people would notice one a bit more than the other. Once you have this knowledge, you could list down different reasons for why this might be. 

Additionally, in their advanced feature plans, they offer inverted eye-tracking and customizable heatmap settings, allowing you to adjust the appearance of the heatmap to your liking.

This AI is not only cost-effective compared to other methods mentioned above but also saves time, and effort as all you have to do is upload the image of your product, and in a matter of seconds, it will give you the predictions. 

You can get creative with this AI and try A/B testing by creating two different packaging design versions and seeing which would grab the most attention. On top of that, you could also upload your packaging image in different scenarios like placed in a store, placed on a shelf with your competitor’s product, and more, depending on your business requirements. This way, the AI would give you a more realistic prediction taking the environmental conditions into perspective.  

Examples of brands whose packaging stands out

• Pringles:

Pringles chips come in a unique tube-shaped container that stands out from regular chip bags. The packaging has colorful graphics that show the different flavors available.

It's not just eye-catching; it's also practical. The tube shape protects the chips from breaking, and the resealable lid keeps them fresh for later.

You can stack the tubes, making them easy to store and share. Pringles' packaging is both useful and distinctive, making it a standout choice in the snacks aisle.

Additionally, Pringles is working towards being environmentally friendly as they invested a whopping 86 million pounds in new technology that will manufacture recyclable Pringles paper tubes making the packaging 90% from paper, committing to all its packaging being recyclable, reusable, and compostable by 2030.

Overall, Pringles' packaging is a great example of how a unique design can not only enhance the product's appeal but also contribute to sustainable practices.

• KitKat:

KitKat's packaging is designed to be both eye-catching and practical. The iconic logo and vibrant red and white colors make it stand out on store shelves. The design cleverly reflects the experience of breaking apart a KitKat bar, with each section of the bar depicted on the packaging. This is a great example of sensory marketing in action, as they used hearing indirectly together with attractive colors. This not only makes the packaging visually appealing but also helps consumers understand how to enjoy the product. 

Moreover, the packaging is designed to be stackable, making it easy to store and carry multiple KitKat bars. This feature sets it apart from other candy bar packaging, which is often bulky and difficult to stack.

Overall, KitKat's packaging design embodies the brand's playful and consumer-friendly approach, making it a memorable and enjoyable part of the KitKat experience.

• Method:

Method's packaging is known for being both environmentally friendly and visually appealing. They use materials like recycled plastics to help the environment.

The packaging looks cheerful with bright colors, fun pictures, and clear typography. The bottles and pumps are easy to hold and use, which means less waste.

The packaging is different from others on the shelves but still fits with Method's goal of making products that work well and are good for the environment.

In short, Method's packaging is a great mix of looking good, being eco-friendly, and being easy to use.

Conclusion

Overall, to make your packaging stand out, use these insights, backed by science and psychology to leave no stone unturned. Packaging is the first thing your consumer interacts with, so boost your sales and build your brand name by making your packaging right.