The Important Relationship Between Packaging And Consumer Response

July 03, 2018

The Important Relationship Between Packaging And Consumer Response

Packaging is a pervasive element of modern consumption that provides a wide range of functionalities and consumer benefits. It’s a vital element to maintain product quality, prevent product losses, facilitate transportation and storage, and provide marketplace differentiation.

Visual stimuli is a huge factor in purchasing choices at physical stores. So, here is a deeper look at how consumers respond to packaging design.

Psychological Responses to Packaging

The psychological responses to the product form are divided into cognitive responses and affective responses. Shaping cognitive responses are product perceptions and categorisation. Affective responses are either positive or negative. Cognitive and affective responses merge to generate behavioural responses in which the individual either approaches or avoids the product.

Packaging design can do so much for your product and brand when optimised properly. Letting your customer’s inherent psychological and cultural biases guide your choices will vastly increase the chances that your package will be the one to catch their eye.

When you’re designing packaging for your brand, it is important to consider the following:


  • Use vibrant eye-catching shades or unique colour choices to catch your consumers attention.
  • Create positive emotional associations through your colour choice and remember to choose colours that best represent your brand.


  • Don’t be afraid to set your product apart with a unique package shape.
  • Soft curves are viewed as friendlier and more atheistically pleasing than sharp, angular lines.


  • Choose pleasant textures that will make consumers want to hold on longer.
  • Select package textures that reflect the product inside.


  • Choose fonts for the meaning they convey.
  • Select fonts that are easy to read and that convey the essence of your product and brand.

Tastes and Preferences as Moderators of Consumer Response

Consumer reactions to products are based on individual tastes and preferences as well as how the product is presented. Consumers react positively when the product coincides with individual tastes and preferences and negatively when it doesn’t meet the individual’s expectations.

There are multiple ways consumers can develop appreciation for a product. They may have followed a sequence of news events that exposed the product. Some people are influenced by friends and people around them. Others respond to sales and promotional offers. Many times taste is developed over a long time frame as brand familiarity becomes part of the reason for customer loyalty.


If you're in the process of designing or completing your product, speak to us to find out how we can help you achieve eye-catching packaging that will differentiate your product from the competition.

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