How Product Packaging Influences Buying Decisions (Infographic)

If you've ever been told by a higher-up at your company not to worry about packaging, or to cut back on design expenses, or have made that decision yourself, this is a must read.

Written by Jami Oetting | @jamioetting (Click here to go to the original article)

A shopper paces the aisle, looking at one laundry detergent after another. All offer essentially the same thing -- clean clothes, fresh smell, easy pour ... the list goes on.

So how does a shopper make a decision to buy one over another? Is it the color of the bottle, the price, a familiar logo? Does she rely on the brand her mother is loyal to, or does she care more about a brand with a phosphate-free formula and environmentally friendly packaging?

There's too many options and not enough time to consider all the factors. To make this easier, our brains rely on recognition of brands, colors, icons, associated emotions, and images, which ultimately reduce the cognitive load required to make a decision. We use these cues to enable us to act quickly.

By understanding the science behind why we buy and how we buy, brands can create packaging that connects with the undecided consumer.

The Paper Worker created the below graphic to outline how typography, color, and icons affect the buying process, and why special attention to product packaging needs to be a priority for any brand.