The emotional side of the packaging

A key factor in consumer's choice

One of the aspects less considered by marketers is the emotional impact of a product, in particular they underestimate its influence in defining the decision to buy, both for planned and impulse purchases. 

Creativity and attractiveness of a packaging are factors more and

more important in gaining consumer attention at the point of sale,

perhaps managing to get a smile, and convincing them to buy.

As per the Nielsen Report “The most innovative products of mass consumption in Europe and the factors that lead to success”:

“Packaging design, one of the aspects least considered by marketing, has been one of the key elements behind the success of new product launches in the last two years in Europe. As a matter of fact, 60% of purchasing decisions happens in front of the shelves of the large distribution."

This means that the majority of purchases are not already defined in the consumer’s mind when they walk into the point of sale and products have the chance to win consumer’s attention.

The Report continues:

“Packaging is a decisive tool in the marketing mix to increase product knowledge and lead to testing. In order to achieve these results, the packaging must be innovative, appealing and must communicate the value proposition of the offer, so that the consumer can immediately seize the product concept. "

Simply put: the packaging should draw attention and make clear what the product is, what it wants to offer and all the information needed to let the consumer decide in a few minutes if buy it or not.

Anyway, the emotional value of a packaging does not stop after the purchase, it is also important for establishing a relationship between the brand and the consumer, which

is related to brand loyalty.

For example, when design and extra features meet, the packaging goes beyond it mere container function and transforms into something different, offering a unique experience, as in these cases:

Bottle and glass
This innovative bottle can become a glass, allowing to enjoy the product in a new and convenient way.

Source: www.bottlass.com

In the end, during the development of a product is very important to take into consideration the capability of a packaging to elicit an emotional response in the customer because this emotional impact affects the decision of purchasing.