How to Design Packaging
Simply walking into a grocery shop demonstrates the considerable challenges people encounter when it comes to selecting the best items. Consumers must try to differentiate, identify the qualities they want, and make a decision about the brands and goods that best fit their needs – and this is all for a $5 box of cereal. When prices rise, the stakes become considerably bigger.
With the correct packaging, you can persuade buyers to choose your brand and products over those of competitors. Naturally, photos and language on your packaging must convey what you have to offer. When you start thinking about how that material should be presented and laid up for maximum effect, the topic of psychology in sales comes into play.
If you and your branding services agency want your products to fly off the shelves, you’ll need to think about how customers approach the buying process and what your packaging can do to grab and retain their attention while also delivering relevant messaging. What role do your packaging’s colors, proportions, and even typeface and feel have in promoting your brand and encouraging sales? Here’s what you and your branding and marketing partner should talk about.
Color Psychology in Branding
Even if we don’t think about it much, most of us have a rudimentary awareness of color psychology. Stop signs, for example, are red for a reason. Would we notice and react to them if they were gray or camouflage in color? Most likely not.
Apart from attracting our attention, we tend to link various colors with specific emotions or even instinctive physical reactions. The vivid red logos of Coke, Target, and Netflix are all easily identifiable. Why?
The color red has been demonstrated to elicit a variety of responses in observers, including a sense of urgency and hunger. Both can be used to stimulate impulse purchases and generate a sense of anticipation.
Yellow is said to generate sentiments of optimism and happiness, which is why McDonald’s uses golden arches. Blue is known for its calming properties and is connected with trust and safety. Perhaps this is why so many companies have picked blue as their characteristic branding and marketing hue, including Facebook, Ford, Visa, and others. Choosing the proper colors to reflect your brand and products is critical for increasing sales and outperforming competitors, so talk to your branding services agency about it.
Consumers can be influenced psychologically by the shape and structure of your package, believe it or not. While many businesses choose standard structures and shapes for product packaging (a simple square or rectangle, for example), which can save money on production and even shipping, you have the opportunity to set your products apart from the competition by using interesting and appealing shapes and structures.
Did you know that curvilinear forms are connected with beauty and that certain shapes actually engage brain regions associated with emotional impact and reward? So, if you have a choice between a square and a curved bottle, guess which one you’ll choose? Understanding how buyers respond to different forms and combinations can help you differentiate your brand and products in favorable ways that boost sales.
A Veritable Information Font
You may not believe that the fonts you choose for your company logo or packaging will have a significant psychological influence on customers, but as your marketing partner can attest, every detail matters. On the most fundamental level, you want easy-to-read fonts, which in print means serif fonts (versus sans serif, which tends to look better in digital formats). Furthermore, you must use colors that stand out against the background to make your message stand out.
Following that, think about what other information your font offers to customers. A curved script may imply elegance or playfulness, but plain, straight lines may imply power and directness. Traditional versus modern typefaces, whimsical verses authoritative fonts, and so on are all options. The idea is that your typeface conveys far more information than the words it represents.
You can really leverage consumer psychology to move things off shelves quickly with the help of a partner like Pushleads, who can help you build the customer experience with correct branding and marketing.
Thank you for stopping by today. If you enjoyed this article you may also like: Importance of a Logo; It’s More Critical Than You Think
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