How Packaging Influences Impulse Buy Decisions


You might be surprised to hear it, but packaging can often influence impulse buy decisions. This is because humans are intensely visual creatures, and so the packaging itself is usually as important as the product it houses. This might sound crazy to think about, as obviously in most cases the packaging will only last a short time before being opened or discarded.

However, there is real utility in understanding this and making use of it in your storefront, or through your online offerings. Here’s why:

It Compliments Your Brand

People aren’t intensely focused on the packaging itself believe it or not. They’re more interested in what it represents. When a brand takes the time to organize their products in housing that suggests a premium nature, it can often indicate the product within is excellent, competent, and worth all of the effort. It also suggests that your brand is detail oriented, and cares about the consumer experience.

Furthermore, it will say to your customer that you care about them when they leave the store. Many firms and businesses give the impression that as soon as you have made the purchase, you are forgotten about.

With beautiful packaging, you are stating to the customer that they matter, long after they have left the store and are sat at home unveiling the item. There’s a reason why high-level chocolatier brands focus so much on the packaging they sell their products in. Experience is everything in the mind of a consumer, and allowing yours to compliment your brand can go a long way, and contribute to an impulse buy.

It Speaks To A Mood

Consider variant products. How would you like them packaged? From essential oil labels to the housing that modern tablet devices come in. Each one speaks to a different mood. Oils need to come with a sense of luxury, of color, of vibrance yet feeling refreshed. A device needs to seem minimal, effecient, reliable and also futuristic.

This is why we would hazard a guess as to how you pictured both of these products. The essential oils were likely housed with clear labels, in a non-offensive color like amber or light red. They might have been contained in a mesh fabric, in a basket that speaks to a beautiful rural homestead. Conversely, the device might have been in a white, minimal box, with a velvet interior and nothing but the company logo to symbolize the manufacturer.

These efforts speak to a mood. They speak to something worthwhile to experience. This is why consumers react to them so well, because on the whole, they aren’t looking for a product. They might understand what the product is, but they want the entire experiential package first. Consider the modern tech device.

Do most consumers care about the processing speed, the storage and the screen? Of course. But emotionally, do they respond to the fact that it’s going to look amazing, carry all of their goods, and be fast, cool and futuristic to handle? With certainty. It’s this final consideration that means the most, as consumers buy with their hearts and not their minds, or at least in a stronger measure.

With these small insights, you should understand the beauty of modern day packaging alongside its utility.


About Author

Ben is a follower of Christ, a rabid computer geek, small business owner, and breaker of things. He is married way above his station in life and has three wonderful children who have made driving him insane their mission in life.

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