Branding and packaging: what impacts on purchasing decisions?

Governed by numerous cultural codes and legal obligations, packaging is the first entry point with the consumer

Branding and packaging are usually used to reflect the value of the product, that is the measurable perception of a good or a brand.

Reminder on packaging and price positioning of the four product segments

According to its price positioning and its targets, a brand will have to adapt its packaging.
A targeted low‑cost offer is what we call the lower prices at the end of the market. It targets a social class with very modest purchasing power, packaging will often be descriptive and unemotional.

Then, there is the median zone called “core market” with a strong concentration of brands with a fierce price competition. In order to reach the largest numbers of consumers, packagings have to: sublime a product and associate the product to promises of results (displayed on the pack).

Located between the core market and the luxury market, premium segment is intended to the higher socio‑professional categories. It contains intermediate consumer goods with packaging reflecting: a know‑how, a tradition, a story…
Generally speaking, the graphic codes are sober: dark shades, mattes, metallized, right fonts…

Regarding the luxury products, they are sold on a selective channel. In this category, working on packaging is essential to stand out and conquer a more demanding consumer.
Those packaging are often inspired by current graphic trends and made with singular materials.

A packaging revealing the commitment of the brand

Packaging and branding emotionally stimulate the consumer, those elements must be valued in order to counter the tough price battle.
Currently, brands re‑examine the way they design their packaging in order to affirm their commitments and differ from the product offer, traditionally segmented in 4 categories.

New indications of composition are appearing: vegan acronym, organic labels, the terms “gluten‑free” / “palm oil‑free” / “lactose‑free” / “parabens‑free”…
The perceived value of these indications is a real alternative to the traditional price battle.

The influence of the packaging on purchasing decision

The packaging of a product plays a key role on consumers’ purchasing intentions.
Often exposed to many stimuli (POS, position on a shelf and price of a product), the consumer has a first impression on a product in less than 7 seconds.
The more the consumer spends time to decipher your pack (mostly reading the text), the least he will buy it.

So as to conquer the prospect, brands must bet on easy to use and ergonomic packaging. To facilitate readability of the product, pictograms are welcomed; they have a strong memorization power and are quality guarantees.

Labelling elements (pictures, texts, typographies, colors) lead consumer to make non‑rational decisions. For example, white color instinctively evokes cleanliness, simplicity whereas green is deemed to eco‑responsible products.

In the modern era of social media, an original and aesthetic pack will massively be shared on different channels. In fact, 40% of consumers would share pictures of a pack if it is interesting*.

If you want to know more about our packaging testing methods, contact us !

*Source : Pixelis, Brand Telling.