The psychology of packaging design
- Katja Wagner
- Oct 29, 2024
- 2 min read
Updated: Nov 4, 2024
Why the first impression counts
Packaging design is much more than just aesthetics - it is closely linked to psychology, emotions and the way our brain works.
Which Ice Cream seems sweeter to you?
Which of these pasta would you buy?
Which cracker looks healthier?
According to Daniel Kahneman, the instinctive System 1 and the more logical System 2 control our thinking. We make 95% of all decisions quickly and emotionally with System 1. The rational, slow System 2 only comes into play when system 1 does not have an immediate answer.
At the POS, the decision to buy consumer goods is made in fractions of a second primarily by System 1, i.e. emotionally - based on colors, shapes, typography and other visual elements.
It is therefore important to delve deep into the personality of brands to create designs that are not only beautiful but also emotional - taking into account the findings of neuropackaging.
Such as:
🚀 Typography: Soft typefaces convey sweetness and creaminess - possibly because our ancestors associated round, sweet fruit with indulgence. The ice cream with the soft typography therefore appears sweeter. Angular fonts, on the other hand, are often associated with sour tastes.
🚀 Viewing window: A window on the packaging creates trust, as it makes it easier for the brain to process information. If the product is visible, it is easier for us to make a decision - provided, of course, that the product looks appealing. This is why pasta with a viewing window is generally preferred.
🚀 Placement: Images on the bottom or right-hand side of a package appear heavier because our brain is used to gravity. Whether we perceive a product as rich and tasty or light and healthy is influenced by the placement of these elements. We therefore perceive the product with the crackers at the top left as healthier
I got these insights from the neuropackaging expert, Fernando Arendar
It is worth following him on LinkedIn!
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#brandintegritycreator #integritydesignhamburg #brandtransformation #brandstratregy #neuropackaging #neuromarketing
LinkedIn Post: 25.10.2024 by Katja Wagner
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