In the end, it’s about playing with the consumers mind.

“It’s got to be something that will impact them!” In this gigantic vying environment,

there is only one motive in everyone’s mind; Their product needs to leave its footmark,

impact the target audience. It’s said that packaging is one of the most essential ingredient of

the marketing mix. Good Packaging can arouse feelings of excitement forcing the consumer

to buy the package. Although the saying “looks can be deceptive” and “don’t judge a book by

its cover” don’t stand a chance when it comes to majority of the products in the market

shelves.

Research says that majority of the people are attracted towards a product due to its

packaging and attractive alluring packaging does arouse interest in a product. Various factors

are there when it comes to the packaging. The brand label, typography, the wrapper, colors

used and many more. Our minds are programmed and trained to respond to colors and hence

color is a very strong element that can quickly draw the consumers attention to the product. It

helps induce positive or negative emotions towards the product. Colors and shades of blues

and reds often attract people more and then find products with such shades of colors draw

their attention. They create a brand identity, when it comes to top brands like Mc Donald’s or

yahoo’s distinct purple, people from a distance can recognize and the brain forms the image

and completes itself. Especially when it comes to children and products related to their needs

aesthetics and packaging play a significant role for the younger demography the packaging is

as important as the product. Their excitement and love for the product largely lies in the

experience that is created and built up from the outer wrap to the feeling of joy they get while

opening it also. There is always a five second choice window when one goes to the shopping

stores and when it comes to kid’s product kinder joy is an excellent example for packaging.

Since the target audience is attracted to different shaped objects their egg-shaped packing

does justice to the product inside it. As a kid, every surprise counts and hence the entire

experience created by the company has given them rewards and profits. Survey shows that

the percent of people who went and bought a product because of its packaging was as huge as

60% and the percent of people that might have bought the product due to its outer appearance

was about 30%. Packaging enhances the overall consumer experience which is necessary as

there is a mindset amongst people, “if we are paying for it, it better be good”.

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We can see that often we don’t even realize and subconsciously the reason for buying one

product over another might be because of its alluring packaging. We might have never even

paid attention as to how there are several factors affecting and influencing our choices while

buying a product. The world brands are just seeking for people with the talent to build up

strategies and come up with designs and innovation that once seen by the human eye can’t be

forgotten by the human brain. This sphere is just looking for chances to trick the mind to go

for a certain product in this era of market competition.

(Google form survey showing various responses given by different age group of people.)

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Reference:

Ahmed, Rizwan. "Impact of Product Packaging on Consumer’s Buying Behavior." European Journal of Scientific Research. Accessed March 2014. Available from < https://indus.edu.pk/publication/Publication-15.pdf >

White, Sheena. "INFLUENCE OF PACKAGING ON CONSUMER BUYING BEHAVIOR." Available from <https://www.labelvalue.com/documents/Influence-of-Packaging-on-Consume- Buying-Behavior.pdf.>

Ghosh, Bidyut. "Impact of Packaging on Consumers’BuyingBehaviour: A Case Study of Mother Dairy, Kolkata." Parikalpana - KIIT Journal of Management12, no. I (2016). Available from <http://ksom.ac.in/wp-content/uploads/2016/02/Bidyut-Ghosh-63-69.pdf.>

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