Did you know that your food packaging influences your purchasing decisions?
What people put on their plates is mainly influenced by how items are packaged. So as a business, packaging both informs and influences customer behavior.
Interestingly, food packaging design is a lot more than meets the eye. Psychology plays a huge part in regulating how someone would react to the design.
How does food packaging design take advantage of the human psyche to deceive us into buying more? Read on to find out more.
Color Combinations
Different color patterns play an essential role in the psychology of food packaging design. Color schemes can influence the appeal of a product and its emotional associations with the target buyer.
Warm and dark tones can attract health-conscious customers because they provide a feeling of security and stability. On the other hand, cooler tones can create an air of freshness and coolness, and appeal to a more youthful demographic.
Additionally, if a product has a strong, vibrant color combination associated with it, it could catch the eye of potential buyers and encourage them to make a purchase.
Color combinations have the power to shape customer behavior. You can also get more info on how to design the best food packaging for your business!
Shapes and Sizes
The shapes and sizes that food packaging come in can also have a dramatic effect on the psychology of consumers. A study was done by the Journal of Functional Foods on food packaging.
Researchers discovered that a higher degree of perceived product quality was linked to larger, more complex shapes and the use of complex, non-symmetrical shapes.
Similarly, triangular shapes were found to be the most preferred, possibly due to the fact that they draw on feelings of stability and security. By contrast, square shapes are less favored due to the perceived cost savings associated with them.
Texture and Touch
How food packaging feels can also have a profound effect on the psychology associated with the product. The sensory experience of the product is the most powerful form of communication. By creating a tactile grip and unique texture, designers can create a lasting impression of the product.
Texture and touch also evoke a sense of quality, as texture usually has a correlation to the durability and production value of the item. It is important to consider that, for example, soft, lightly textured product packaging can be perceived as more upscale than a hard, gritty surface.
Furthermore, certain textures may cause discomfort to the user if they are overly abrasive or hot or cold to the touch. Food packaging designers need to consider the sensory experiences of the user carefully.
Typography and Imagery
Finally, the text and images are powerful tools when it comes to the psychology of packaging food. Typography creates a visual hierarchy and can be used to evoke certain emotions. Bold typography can create a sense of urgency, while script typefaces can simulate an upscale or luxurious feel.
On the other hand, imagery can be used to create an emotional connection with the product. The right combination of typography and imagery can make a product stand out on the shelf.
Understanding the Psychology of Food Packaging Design
Food packaging design influences our decision to purchase and consume the products inside. Designing compelling packaging that enhances the customer experience is key to success in the food industry.
Effective ones play on psychological triggers that influence purchase decisions in a positive way. So, why not try experimenting with food packaging designs? See the impact it has on your customer conversions!
