How Customers React to Visual Stimuli: Packaging for Advertising

Product Packaging People are visual creatures; they are influenced by stimuli that they see. This is the simplest principle behind advertising and marketing in general.

Some estimates suggest that up to 70% of buying decisions customers only make when they are in the store already. These unplanned purchases are typically the effect of properly placed and packaged items. There are those who are loyal to their favorite brands, some would take the time to research what they need, and most would go for something from the rack on pure impulse.

For a business owner or manager not to know this is to let thousands of opportunities pass by. There are factors that affect customers based purely on your packaging.

Spontaneity is your friend

Advertising still works rather well. Spontaneous purchases are often the product of advertising, and that includes packaging. Someone passing through an aisle of refreshments, for example, may suddenly decide they are thirsty. But they may take a while to decide which of the refreshments they should buy. A plain-looking bottle on the left and one with a colorful shrink sleeve label on the right; chances are high that the customer would take the colorful bottle.

Compulsive buying is very real

Something about the packaging of a product triggers a compulsive response to buy. It’s not hard to prove this; just look at all the things you’ve collected, unused and forgotten now, just because you bought them without really thinking about whether you needed them. That’s compulsive buying.

The magic of excitement

There are packaging designs and styles that encourage a smile at the very least, and excitement at most. Such excitement can make people buy things and feel giddy until they have the chance to open their purchase once they got home. Children feel this kind of excitement when they see toys in exciting packages.

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Packaging is a huge part of advertising. The right kind of packaging can generate more interest than you think, pushing people to buy your products no matter how they truly feel about them in general.