There are many different factors that can influence consumers’ product selection. One of the most important is the way a product is packaged and labeled – the way a product is packaged/labeled immediately provides information to the buyer. Some packaging is very complex and busy, while others may be simpler in nature. A recent study conducted by Texas Christian University examined the trend towards minimalist packaging and how design influences consumer perceptions about products at grocery stores.
The results of the study showed that minimalistic packaging (fewer colors, word, and neutral boxes) leads consumers to believe that those products contain fewer ingredients, and thus are more pure. However, the reverse is true when considering generic or store brands. For those products, consumers seem to prefer bold shapes and fancy text, perhaps to convince them that the product is valuable.
Some of the necessary ingredients to successful labeling and packaging design are:
- Category or product type
- Brand
- Variant
- Functional benefits
- Reasons-to-believe
- Emotional promise or benefit
- Call-to-action
- Content details (such as size, weight, etc.)
In addition, the packaging must protect the product and be easy to handle, transport, and store. If any of these factors are lacking, consumers may choose to buy an alternative product.
Remember, the main goal of packaging is to make the product visible to consumers, communicate the brand and benefits, and persuade the consumer to buy it.
What package is most effective?
Group Activities and Discussion Questions:
- Instructors: Bring several packaged items to class for students to examine.
- Have students look in their bags and backpacks and pull out any item that is in a package/wrapper.
- What are their impressions of the package? How does it influence the purchase?
- Show video about tips for packaging design: https://youtu.be/qenDKgHL3aA?si=c6tu53SKLywX27Iy
- Show blog article about best product packaging examples: https://filestage.io/blog/product-packaging/
- Have students work in teams and go to a local grocery/convenience store. Have then identify several products in the same category (ex: soups, juices) and examine how the packages attract consumers.
- What changes could be made?
- In teams, have students select a common product and design new packaging for it.
- What are key considerations for the packaging?
- To access the original research study done by Texas Christian University: https://journals.sagepub.com/doi/10.1177/00222429231192049
- Consider assigning a project to replicate the study and examine findings.
Source: Mitchell, H. (26 January 2024). When consumers prefer simple packaging – and when they don’t. Wall Street Journal.
