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Marketing: Why Visual Packaging Elements Influence Purchasing Decisions

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Visual packaging elements are critical because it can influence consumer purchase decisions. Humans are very visual-centric and research shows that our brains processes images 600,000 times faster than text. When shopping, many consumers often assume product quality based on its brand and packaging elements. A research study found that there is a positive relationship between consumer purchase decisions and the following packaging elements: Durability, printed information, material, size and ecological sustainability. In addition to traditional printed marketing materials such as flyers, posters, and pamphlets – Visual packaging elements can also act as a powerful marketing tool. Prior to making the final purchase decision, the packaging is often the last impression that consumers have from the product.

Now more than ever, consumers are more concerned about their health and overall well-being; therefore, many consumers often pay more attention to the information found on the labels of various consumer products. It’s no longer enough to just have attractive design elements, product packaging also needs to contain key elements such as product ingredients, manufacturer, country of origin, environmental impacts, animal testing facts, and more in order to convey useful information to potential customers. These printed elements help customers to be more informed and empower them to make the right purchase decisions.


Visual packaging elements such as graphics, color, size, form, font style, background image are all important characteristics that customers consider when making purchase decisions online or offline. While branding and visual images are important aspects for online shoppers, many in-store shoppers care more about product packaging. 60-70 % of all purchase decisions are made while the customer is in store. Here are 5 visual packaging elements that shape consumers’ decisions.

  • Color Combination

Color combination is essential for product packaging because it can evoke powerful emotions and grasp the customer’s attention when they are browsing for new products. Certain colors can have a certain consumer reaction. For example, the color white is often associated with purity and simplicity while the color red symbolizes romance and power. When choosing a color for your visual packaging make sure that it can capture the right emotions and portray the right message about your brand and that particular product.  

  • Typography

Illustrative typography is one of the graphic design trends that will dominate the design industry 2018. Packaging design allows you to be creative and have fun with your typography. Since every product is different, you can use a typeface that speaks to your customers and conveys the right message.

  • Font

You have put all this effort into gathering key information about your product, make sure that customers can read it by choosing the right font. Popular fonts such as Arial, Times New Roman, and Sans Serif could be a good choice for your professional resume but not appropriate for packaging design. Research shows that 42% of Americans are nearsighted; therefore, when choosing a font make sure you understand your target market and your audience. Do your research and find the right font that is easy to read and project a powerful image of your company whether it’s fun, elegant, stylish, modern, or sleek.

  • Logo

Make sure that your customers can easily find your logo on a packaging design. If you have a brand that customers know and trust they will often make purchase decisions based on an easily identifiable logo. Have a logo that is consistent across various products and platforms. Many major corporations such as Apple, IBM, Coca-Cola, Nike, and Visa have some of the most recognizable logos. Over time the logo becomes synonym with your company; therefore, it’s important to have the logo stand out on a packaging design.

  • Imagery

Whether it’s a creative design or a photograph, it’s important to include a hero image for your package design. When combined with other visual elements, a hero image can help to bring in potential customers and have a strong impact on purchase decisions. A good image with a contrasting background can be powerful and persuasive.

By creating unique and distinct visual packaging elements your brand will stand out from the rest of the competition. Combined with your marketing strategy, you can grow your business by reaching the new targeted audience and maintaining loyal customers base.

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