How printed packaging influences buying decisions

The packaging you choose for your product is not just about protecting the item; it’s responsible for creating a great first impression, conveying your brand values, and fostering customer loyalty.

Packaging can play a crucial role in influencing consumer buying decisions, so here are some points to consider when designing your printed packaging:

Creating first impressions

The packaging is often the first interaction a customer has with a product. In a retail environment, attractive, well-designed packaging can catch the eye and draw a customer in, inviting them to engage with your item. Colours, images, fonts and shapes will all contribute to forming a first impression of your brand and the product. Think about more than just the visuals too – how does the packaging feel when a customer picks it up? A box made from good-quality board, or details like soft-touch laminate give a tactile appeal as well.

Fostering brand identity and recognition

Your printed packaging design is a direct representation of your brand’s identity. Customers will be able to judge whether you’re a traditional brand or more innovative; whether you offer luxury or more cost-effective goods. Environmentally-conscious packaging demonstrates your brand’s commitment to sustainability and ethical choices. Packaging also helps to reinforce brand recognition and build trust through consistency – applying your branding consistently across the packaging designs of different products, to create a recognisable range.

Reinforcing the emotional response with facts

Research published in the International Journal of Retail & Distribution Management showed that 73% of shoppers in the UK said they rely on packaging to aid their purchasing decisions.

So after your packaging has caught a buyer’s attention and made a great first impression, it’s important to back this up with useful information to help them make an informed decision to purchase.

Use the space on your packaging to tell people the key features and benefits of your product, usage instructions, ingredients, age suitability, etc, and show them where they can learn more about your brand.

Practical considerations

Branding aside, the purpose of packaging is to protect and contain your product, so don’t be tempted to sacrifice functionality for good looks.

We supply a wide range of board types and weights, suitable for small delicate items and large heavy goods. Our custom cutter service means we’ll create a box or sleeve that’s tailor-made to hold your item perfectly. If you’d like to see some material samples or you’re considering running transport trials, please get in touch and our team will be happy to offer advice and help.

Swallowtail Print are printed packaging experts