How Packaging Design Influences Buying Behaviour

How often does it happen that you are looking for a particular product at the supermarket and you go around the aisle a number of times only failing to find that product? 

A few days back, I visited a supermarket and was looking for my favourite brand of crisps. I walked around the dedicated aisle twice but couldn’t find them so I requested an assistant to help me with it. When we started walking towards the dedicated shelf of crisps and cookies, I wondered how these hundreds of products on the shelves fight with each other for our attention and what actually persuades us to choose one brand over the other. In that brief moment, I thought about the different elements of packaging - colour, typography, visuals and format that affect our buying habits and coming back to reality only to find out that the assistant was nowhere to be seen. Assuming he never found the crisps, I disappointedly started looking for a similar flavour and surprisingly, found my favourite pack of crisps at the corner of the shelf and thought how difficult it was to find something I actually wanted. 

Today, we face an ever increasing number of options available to choose from. A regular supermarket has over 30,000 products, all competing with each other for our attention. In most cases, a brand gets roughly 30 – 45 minutes of a shopping session to attract, excite, and sell their products, proving to the fact that product packaging is considered to be the decisive point of communication in any retail environment. 

It has been estimated that around 60-70% of buying decisions are made in the store. Packaging is considered as the final opportunity for marketers to communicate their brand’s message. Packaging plays a crucial role as it has been proven that 1/3rd of our decision making is based on how the product finally looks. It has a direct impact on how your consumer perceives the product.

Most of the times a consumer leaves home with a definite purpose in mind, but no loyalty towards a brand. The final choice depends on variety of factors. Some consumers go for household brands, some do an extensive research, while the rest of them (which forms the majority) buy on impulse. These decisions are often influenced by knowledge and reputation of a brand, consumer personality, but most importantly having a good and attractive package design that would intrigue and encourage the consumer to try the product.

We are all still guilty of instantly judging a book by its cover but still there’s no way around it.

A product only appeals to us when it looks attractive.
Such is the power of Packaging!

Read more here: 5 Golden Rules of Packaging Design

Article contributed by:

Riya Wadhwa, Brand Artisan - Marketing

Difference between Logo & Brand Identity

People often use Logo and Brand Identity loosely and interchangeably. Logo is not the same as Brand Identity, although they are very closely linked.

Let us first understand what do these terms mean:

LOGO
A trademark-able symbol, graphic, visual representation of an organisation that reflects beliefs and values of the organisation whilst enabling public recognition.

BRAND IDENTITY
Key identifiers of a brand that includes Word, Sign, Symbol, Colours, and Design Style that makes a rand recognisable. Logo is a subset of Brand Identity.

Building a Brand Identity is an exciting process. It’s a collection of tangibles like a logo, Brand Colours, Typography, Tone of Voice and Communication system. The more specific, distinct and cohesive these elements are, higher would be the likelihood of Brand Recall and Brand Association. And this would allow your customers to distinctly remember your brand differently from the crowd. A consumer is only able to do so when a brand is able to consistently communicate this through its service, packaging, use of media and quality of products.

Brand Identity is divided into Visual and Verbal identity. Visual elements make your brand stronger and have a positive recall. While elements like Tagline, Tone of Voice and the use of media form a brand’s Verbal Identity. For any brand to have an effective and robust Brand Identity, it is mandatory that both, Visual and Verbal Identity of the brand are in sync.

On the other hand, Logo is one of the key elements of Brand Identity.  A logo is known to be the face of the brand, the first impression of your brand. A Logo creates a visual impact and consumers instantly connect with the brand with the sight of a Logo.  For a brand to be successful it is essential to have a well designed, unique, memorable and aesthetically pleasing logo.

Logos can be classified in three types: Typographic logos, Symbolic logos and the Combination of the two. Typographic logos are stylised text of the Brand Name or its initials. For instance, brands like Google, Subway, Sony, Disney use it. Symbolic logos have a symbol representing their brand for instance Audi, Mercedes, Apple, Twitter, Instagram, etc. Most of the brands use a mix of both as their logo like Adidas, Pepsi, Doritos, Burger King. Read more about the types of logos here.

To conclude, a Strong Logo is the key to an effective Brand Identity. Though they are overlapping concepts and both are equally important for the success of a brand. 

Article contributed by:

Riya Wadhwa, Brand Artisan - Marketing