What makes a product jump off the shelf?

Packaging Design is a key ingredient when it comes to selling a product. Studies have identified the use of colour, graphics and shape are key in the success of a product jumping off shelves and into consumers’ hands.

Colour attracts the eye

Psychologists think that colour may be one of the most important factors in creating packaging that will appeal and engage with consumers. Colours quickly attract the eye. Earthy colours are often used to connect potential consumers to products that are assumed to be organic, natural or healthy.

Tans, greens and watery blues are found on boxes of muesli bars, teas, whole grain products or vegetables. On the other hand, products such as energy drinks, toys for young children, sweets and other products that inspire ideas of high activity are more likely to sport bright hues.

Graphics entice

Graphics are also made to appeal to the intended consumer. Cereals for children are more likely to be packaged in boxes presenting cartoon characters or offers for online games, while cereals intended for adults will more likely show athletes or older couples, giving the impression that the cereal promotes health and longevity.

Shape persuade

The shape of packaging can also have a direct effect on the sale of a product. If consumers can be persuaded to pick up a product, compelled by an unusual shape or texture, it’s more likely they will purchase that product. Unusually slender cans of soup and smaller cans of soft drinks attract consumers with their novelty and the implication that the more slender the can is, the healthier–and more slender–the consumer may become. The shape of dishwashing liquids is another example of how shape is used to attract consumers. Most dish liquids come in bottles that resemble a woman’s stylized form, from a rounder base rising to a smaller waist and into a wider shoulder area. This is assumed to subliminally attract the most likely purchasers —women.

It’s important that your products packaging appeals to the emotions and senses of the consumer, striking an instant emotional connection securing the sale and better still repeat business.