Touch Customer Emotions with Packaging Design

Most brand owners claim that emotionally connected customers are 52% more valuable to their brand in terms of sales and brand reputation.

In this era, if two or more brands with similar quality and products are here to compete in the market, how can a potential customer decide which of the two products to purchase?

Here is the secret to cracking the code of a saturated market. Irrespective of the industry you are trying to enter, your sales and profits eventually depend on your brand emotions.

For example, the packaging design of Parle G brings an emotion of nostalgia and innocence. Similarly, Fortune focuses on evoking emotions of healthy yet delicious dishes with their cooking oil which is a major necessity in every Indian household.

These prime factors can make your business stand out in any market and attract the maximum chunk of the audience.

So, what will trigger the right emotions in the minds of consumers? An efficient packaging company will always help in giving an emotional touch to your product packaging design.

Veteran brands can leverage past experiences to trigger such emotions since a level of trust is already established. However, for startups, you can entice a visceral emotional reaction through your packaging designs that will contribute to the gradual success of your brand.

Let’s discover the various ways you can use the most powerful branding and marketing element of all time – Emotional marketing with packaging design. Rest assured, if you manage to ignite a positive emotional response through your packaging design, your brand will yield lifelong results in the industry.

Why do you need to make an emotional appeal for packaging design?

Whenever your potential customers check out different brands on the aisle or the website, it is mainly the product packaging design that makes the ultimate deal. The product packaging design ultimately attracts their attention and lures them into checking out your product and adding it to the cart.

When designing product packaging, you must implement a sense of emotion. You must create an environment through the packaging design that encourages the desired results for your brand. However, only some product packaging designs can crack this code.

It sets the right mood before they decide to purchase the product. Unless they have the right mood, they are more likely to explore further with other brands. Hence, when creating a packaging design, you must focus on the emotional appeal to draw the customer’s eyes away from your competitors and grab the maximum sales for your business.

How Does Emotional Packaging Design Affect Purchase Decisions?

According to a study, the appeal of product packaging can trigger different emotions, including impulsive buying, even for customers with no intention to make the purchase.

Hence, a good packaging design is one of the most compelling factors in your business that can maximise your sales in no time. Attractive packaging designs can instantly trigger positive and rewarding emotions in consumers, significantly contributing to their purchasing decisions.

In short, attractive packaging design with an emotional appeal motivates consumers to make desired choices for your brand while leaving them to feel rewarded by the end of the purchase. A win-win scenario!

Packaging Design Elements: To Establish an Emotional Relationship

As we said, not every packaging design has that specific emotional appeal that can maximise your conversions. Here is the list of the essential packaging design elements to help your customers connect well with your brand and choose your products over others.

– Specific Feelings Are Communicated by Color

The first and most integral element of your packaging design is colour choice. The right colours can instantly shift the customers’ focus to other products. For example, red is mostly associated with love, passion, and anger, while blue brings an essence of tranquillity, trust and stability.

There is no strict rule in choosing the right set of colours. Ensure that your chosen colours are visually different from your counterparts to stand out amidst the rest. Using this principle to your advantage, you can easily create appropriate emotional associations with your products and consumers.

– The Use of Typography to Arouse Emotions

The typography choice of your packaging design also delivers a literal message to your consumers. Hence, when choosing the fonts, you must ensure that it delivers the right message in the minds of the consumers independently of the words. It must enhance the unspoken language of your brand personality in their minds while giving it a unique and emotional appeal.

– Structure and Shape

When your potential customer is scanning a shelf full of similar products, the shape and structure of your packaging design can also capture their attention.

For example, if you are scrolling through a shelf of perfumes of the same notes, a brand with an exquisite packaging shape and structure will always capture your attention in split seconds!

You can utilise shapes and structures with different contextual messages, potentially creating many powerful emotional reactions in their minds. Thus, it’s time to explore beyond the traditional packaging shapes and try out unique shapes and structures appropriate for your product.

– Use images to communicate

Good-quality images and illustrations inevitably bring a positive response from consumers. The right pictures will quickly contribute to brand awareness, recognition and recall.

There are so many ways you can leverage images in your packaging designs to target consumers’ emotions. For starters, you can tell a story using illustrations about how the ingredients are sourced with authenticity and love from the brand owners. Similarly, you can share how your product has been the most trustworthy choice for consumers over the years.

– Display the Interior

Sure the images and illustrations are a great way to entice customers into checking out your product, but you can also have an alternative approach. You can give a sneak peek of the product through the packaging design to help customers know the quality they are investing in.

Here your potential customers can find the look of the actual product, which can help your brand stand out by being transparent. Hence, you are evoking emotions of transparency and trust within the consumers.

– Functionality

You must have an eye-catching packaging design to generate more sales, but it doesn’t end there. Consumers nowadays prefer to make the most out of their purchases.

You must think beyond and create an equally functional packaging design. For example, certain spices have pouch packaging, which your consumers can reseal and reuse the pack after use. Not only is this a creative approach, but it also brings a sense of sustainability and reliability to the minds of consumers.

– Be Simple & Basic

It is easy to sway away with too many design elements in pursuit of evoking emotions within the consumers. There are better approaches than this.

Your consumers will not thoroughly read the entire packaging design before purchasing. They will only look for specific visual cues that can accurately ignite their emotions and persuade them to buy the product.

Hence, it is always advisable to choose simple yet impactful designs. Working with a professional designer allows you to easily create stunning designs that are simple yet powerful for your brand while eliminating the guesswork. This is where a packaging designer can help your business.

– Touch and Texture

Apart from looking good in the eyes of the consumers, your packaging design must always feel luxurious and premium to the consumers.

Even if you motivate your consumers to pick up your product through stunning visuals, the touch and texture of your packaging design is the next step that will continue to the final purchase of your product.

Ensure to invest in pleasant, smooth and premium textures to the touch, such as silky high gloss, soft and fluffy and more.

This will encourage customers to check out your product, hang onto it longer and feel the vibe of the product, which will also contribute to conveying your brand’s message. Thus, touch is a significantly powerful force. Use it to your full advantage.

Conclusion:

Product quality is one of the major determining factors of a successful conversion. However, if you are competing against industry leaders, you must always have a better approach.

Quality aside, anything that looks and feels flashier, premium or reliable on the retail shelves will always manage to enter into the baskets of your consumers over others. Thus, go immediately. Hire the best designer for your brand to create a terrific packaging design that ignites the right emotions within the consumers while growing your sales figures and brand reputation over the years.