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The Psychology Behind Packaging: What Attracts Consumers


When it comes to promoting your business, the choices for PR, marketing, and advertising are abundant. Some prove more effective, while others align better with your brand. In this array of options, custom packaging bags emerge as a highly effective, cost-efficient, and convenient method to spread the word about your brand.

The Historical Perspective of Packaging

Packaging has become a significant element of our lives. It is employed to store, safeguard and ship goods. The origin of packaging can be traced back to the earlier days of manufacturing.
In old times, humans generally used organic materials for branding and packaging. These materials were woven cloth, animal skins, and wooden crates. As the way of life moved ahead, people started using long-lasting materials to package their goods. This indicated the development of packaging technologies like cardboard, paper, and plastic.
But now, packaging has become a part of marketing policy. This is because packaging creates the difference between similar kinds of products available next to each other on shelves.

What Meaning Does Packaging Have in Marketing?

Packaging meaning in marketing, suggests the procedure of package designing for consumer goods. Packaging helps differentiate the product from opponents and makes it effortless for customers to recognize the product. Additionally, it also safeguards the product from getting broken or damaged.


The Basic Elements of Packaging

The best product packaging is helpful in educating the customer about a particular product; it is also similar to having direct communication with the brand.
The four basic elements of the best packaging design are colours, visuals, typography, and format. These elements assist the customers in relating to the brand very easily.

  1. Colours: Colours have the highest psychological effect and can bring attention to your product. To stand out from the crowd, brands usually prefer colours that do not match their brand colour. This kind of behaviour can be good but may not ever perform in favour of the brands. Colours are recognized to be the most imperative part of branding and packaging as they intuitively show the brand’s personality; also, it is the primary thing to be seen and can be visible from a distance, too.


  1. Visuals: Visuals help in connecting with the brand and create a higher recall or recollection value. These are graphical presentations of the product kept inside, where one might simply find out what the product is without needing to read it.

  2. Typography: It is one more influential part of brand identity. Same to colours, typography shows your brand value. Each typeface involves a diverse set of overtones and, thus, will develop a specific representation of your identity and what you exemplify as a brand. Brands generally use serifs and bold fonts to grab attention, as they are simple, clean, and can be read easily.

  3. The format: The format of packaging is created in such a manner that it brings the attention of the customer and can be quickly seen on the shelf. The format of packages is largely based on the products, keeping in mind the needs and ease of a customer. For example, products like oils, shampoos, ketchup, etc, come in different sizes and in sachets, which inspires customers to try them.


Psychological Triggers in Packaging Design

Knowing fundamental psychological triggers can assist you in impacting your customers to perform definite actions. Some of the basic packaging psychology triggers are things such as developing a sense of belonging, engaging in common integrity, or more evident things like guilt and fear.
A well-designed copy can be full of emotional triggers, and different design attributes like fonts, colours, and images can strengthen the needed communication, greatly increasing user communication and engagement. Colours can also have a meaningful effect on how customers get involved in content, with reds showing both love and anger and white denoting purity and innocence.
As most individuals normally go through websites in a Z pattern, i.e., a design that traces the path the human eye moves when they read, like left to right and top to bottom. The elementary design psychology of packaging recommends keeping the valuable content within this pattern – with logos or brand names in the top left, for example. Every web page must have a certain focal point. Thus, users are quickly clear on what its idea is and what is needed of them. Employing negative space to attract attention to the page’s focal point can also be helpful in supporting the required action.

Future Trends in Psychological Packaging

Now, customers have become more visually motivated and experience-oriented. Online shopping and social media are bringing the requirement for attractive packaging to an all-time peak. It is an endless fight to stand prominent among a number of products that are inexpensive, newer, more influential or better recognized than yours.

Design is now meeting higher standards in the packaging and customer procedure. Reusable attributes are constantly emphasizing brand users. Bubble wrap, tissue paper, and shipping boxes are now being adorned with brand colours and graphic representations to endorse each step it takes prior to reaching the product itself.

The smallest time spent checking store shelves can make or break the decision process for a customer. Product and package design has now become such an essential marketing part that we can hope to see constant change and never-ending inspiration from brands to keep battling for customer attention and trustworthiness. Going out of bounds with design to be prominent for an extra second can be what brings in that customer and attains their trust for many more years. 


Highly qualified in the design of packaging psychology and developing a range of designs, Universal Bags can help set up your brand as the power in the market and draw consumers to you with attractive and appropriate product packaging.

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How does the shape and size of a product’s packaging impact consumer choices?

It can send information to customers regarding the value, brand qualities and advantages they will get from the product inside. Various customers are eager to try something new because the packaging attracts them.

Can you discuss the role of eco-friendly and sustainable packaging in consumer attraction?

An eco-friendly and sustainable packaging approach has a completely positive effect on customer satisfaction and, finally, brand loyalty. This approach can be a successful way for brands to drive buying intentions and make a dependable customer base.

How do packaging design elements, such as texture and finish, affect consumer perception?

Customer viewpoints of product quality are highly impacted by emotional elements, and packaging can enter into these emotions. Sophisticated packaging designs, specific shapes, or innovative attributes can induce feelings of anticipation and enthusiasm, making the product more pleasing to customers.

What are some psychological tactics used in limited edition or seasonal packaging to entice consumers?

Limited edition and seasonal packaging are marketing tactics targeted at developing a sense of emotion and urgency among customers. Some of the psychological tactics used in limited edition and seasonal packaging to attract customers in different ways are:

  1. Novelty and Surprise
  2. Scarcity Principle
  3. Collectibility
  4. Emotional Appeal
  5. Social Proof and Sharing 
  6. Urgency and Time Sensitivity
  7. Personalization
  8. Exclusivity

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