The Power of Packaging: How Design Can Influence Buying Decisions
Let’s be honest—people do judge a book by its cover. Or in this case, a product by its packaging. You could have the greatest product on earth, but if it looks like it was designed in Microsoft Paint circa 1998, good luck getting it off the shelf.
Packaging isn’t just about protecting what’s inside—it’s a silent salesperson working 24/7 to grab attention, convey value, and convince people to buy. So, how does great packaging influence buying decisions? Let’s break it down.
1. First Impressions Are Everything
You’ve got about 3 seconds to make someone care about your product. Whether it’s a bold color, sleek minimalism, or a unique shape, good packaging gets retailers to put you on the shelf and consumers to stop scrolling (or walking) and take you off the shelf.
Example: Apple’s packaging screams “premium” before you even open the box. Sleek, simple, and makes you feel like you just purchased the future.
2. Color Psychology: The Secret Weapon
Colors aren’t just about looking pretty; they trigger emotions and influence decisions.
Red: “Look at me! I’m excited and probably delicious.” (Think Coca-Cola)
Blue: Trustworthy and calming—great for tech and healthcare brands.
Green: Screams “I’m healthy and eco-friendly, you can feel good about buying me.”
Example: Whole Foods leans hard into green, reinforcing its organic, earth-loving image.
3. Fonts Matter More Than You Think
Typography isn’t just about readability—it’s about vibe. A sleek, modern font feels premium. A playful, handwritten one says, “We’re fun! Buy us!”
Example: Ben & Jerry’s font is quirky, just like the brand. Imagine their ice cream with a stiff, corporate font. Weird, right?
4. Shape & Materials: The Feel-Good Factor
People literally judge a product by how it feels. Heavy, textured packaging? Feels premium. Flimsy plastic? Not so much. And if your packaging has a cool, unique shape, even better—people will remember it. However, do keep in mind your brand’s mission – sometimes a kraft bag can look just as premium and reflect a hand-picked fresh look, if the content is organic and natural.
Example: Godiva’s gold foil wrapping makes you feel like royalty eating chocolate. And North Face’s kraft paper bag says luxury while saying true to their sustainability mission.
5. Transparency & Storytelling Sell
Consumers want to know what’s in their products and why they should care. Clean labels, ingredient transparency, and a compelling brand story go a long way. Integrating seals like Non-GMO, Kosher and No Sugar easily propel your commitment to your story.
Example: RXBAR prints its ingredients right on the front of the package—no guesswork, just trust. Hammond’s Candies adds seals such as Gluten Free, Non-GMO, etc at the top of their packaging.
6. The Unboxing Experience: More Than Just a Box
People love a good unboxing moment. Unique packaging = free marketing when customers share it on social media. Yes, security is important but if it takes a chainsaw to open, you may defer a repeat sell. Add a branded tissue, a thank-you note, or even a cheeky message inside the box, and boom—you’ve got a fan for life.
Example: Glossier’s pink pouches and custom stickers make customers feel like they’re opening a gift, not just a product.
Packaging = Sales
Great packaging doesn’t just sit there—it sells. It grabs attention, tells your brand story, and makes people excited to buy (and share). If you’re not putting thought into your packaging, you’re leaving money on the table.
So, is your packaging doing its job? If not, let’s fix that. Your product deserves to be the one people can’t resist picking up.
