Jan 2019, by Julius Abendan
4 Psychological Hacks You Can Incorporate into Your Product Packaging
Psychology has as much usefulness in retail as it does in criminology and in psychiatry. The customer, for instance, can be profiled through various techniques so that retailers can know how to treat them after-sales. Psychology, in other words, is important in direct mail marketing by simply identifying customer behavior allowing retailers to customize their after-sales offers appropriately.
Of course, psychology drives a big part of product packaging particularly in conceptualization and design. Remember, your product packaging is the final step in your advertising efforts. Coming up with a very effective product package design is crucial and can make or break your sales figures.
Here are four hacks that psychology says are effective when implemented in product packaging.
1. Make Use of Colors That Evoke the Right Emotions
The decision to purchase is a raw decision based on emotion. As a retailer, understanding how emotions and colors work together is a skill that’s indispensable to product packaging design. You see, there is a specific spectrum of colors that is definitely effective at coaxing the human psyche to a purchase decision.
These colors are: red, blue, yellow, and green. Red is usually associated with passion and action, while blue represents sadness, trust and peace. Green is considered synonymous with abundance, and yellow indicates happiness. Learn how to relate these emotions to your products and you can make effective use of their colors in your packaging designs.
2. Go for Visually Attractive Shapes in Your Design
In addition to color, one more visual cue that can subconsciously influence the human mind to buy a product is the shape of the design. Certain shapes remind people of something that they cherish, and they unconsciously identify or imprint onto the product. Eventually, this leads to a decision to buy.
So what shapes are responsible for influencing purchase decisions? Well, scientists at the University of California say that curves and contours are more effective at catching the eye than straight, rigid and boxy forms. Most people simply find it threatening.
3. Use Materials That Are Pleasing to Touch
Man is indeed a beast of the senses. Try to remember the last time you went through a shelf of product packages. Your first instinctive reaction is to grab something and hold it, with the conscious intention of reading the packaging information. Yet, what you don’t know is that it is your territorial instinct telling you to touch and hold that product to claim ownership.
Design your product packages to be pleasing to touch as well as pleasing to the eyes, and you can be sure that this tactile contact between product and customer is one powerful tool to have on your retail arsenal.
4. Use Fonts To Your Advantage
Today’s digital world has resulted to the proliferation of fonts. You can find almost any design of font for a wide array of applications. What you need to know is understand the psyche that a specific font appeals to, relate it to the message you want to send through your product, and you’re good to go.
For instance, if you want to convey elegance and excellence, you go for the Fancy Script fonts. If you’re trying to appeal to the younger generation (who are known to be rebellious and playful), you will want to try a member of the Hand Script family of fonts.
Remember, all you really need to achieve in retail is to successfully get into the mind of your intended market. Once you’ve grabbed their minds and attention, that sale is yours to take!
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