Does Product Packaging Really Matter?

What’s the one thing that Coca-Cola, KFC, Wendy’s, Carl’s Jr, and Jack in the Box have in common besides being successful in different regions?


Nope, this isn’t a coincidence. There is a wide gamut of visible colors that brand experts and marketers can choose from, yet the marketing teams behind these companies decided to stick with the basic packaging truth: research shows red is a stimulating shade that has the power to affect our appetites.

A color connection can work for logos, but does this mean packaging affects how a product is perceived in the market? Let’s find out:

Yes, Customers Judge Products by the Covers

No matter how rational or logical you think you are, the truth is we human beings tend to make decisions in a snap of a second when it comes to packaging. And it all begins at a very young age.

If custom gift boxes can change the way people perceive a product they have already tried, is it too much to ask how they view an item they haven’t tried yet.

You will be surprised to know that there is a stark difference in how people perceive packages. For example, some would see yogurt as healthy, while others would perceive it as a cheap and biological item.

You might have already guessed the factor that has made the difference: product packing. But what you don’t know is the element that had made the significant impact wasn’t texture. Instead, it was the color.

Understand the Psychology of Colors

Color is a powerful visual element that sets your product apart on the crammed shelves. Though we all like to believe color does not affect our emotional state, the truth is it affects more than you think. This is why KFC and Coca-Cola opted to use red. Here is how different hues affect customers’ perception:

  • Red tends to evoke passion and excitement together with the appetite.
  • Blue communicates peace and professionalism, which is best for stationery and consulting firms.
  • Black can be blatant, but the color also seems sophisticated, professional, and clean.
  • Pink has obvious feminine connotations, but the favorite hue also projects sincerity.
  • Yellow may look bold to you, but the vivacious color is perfect if you want to depict happiness.
  • Green is frequently used by eco-friendly brands because it represents outdoors.

Since packaging is a mirror image of a brand, it’s crucial to figure out early what you want to communicate to your ideal customers through this medium. Find out which hues can allow your brand to put the best foot forward in the market.

Shape is the Least Appreciated Element

Sure, color is important, but there is one element that business owners and marketers often forget: shape. For instance, a soft drink brand has created an angular bottle that has a thicker neck. It was intentionally designed that way so the product can be perceived as masculine. This will allow the brand to cater to the male gender and boost their sales.

Use color schemes that suit your brand and allow it to communicate effectively with the target audience. For example, if you are selling food such as fries, then there is no harm in sticking with yellow and red hues. However, if you are dealing with an upscale business, you can opt for blue and black suits.

In brief, if you want the audience to judge your product well, then revisit your approach to designing packaging. You can seek help from professional packaging companies like The Legacy Printing if you haven’t got the skill or knowledge to develop a money-making packaging.

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