The Impact of CPG Packaging on a Consumer

Anthem Branding
Nov 28, 2017 · 3 min read

By now, it is common knowledge that retail packaging design influences consumer behavior to some degree. What many brands may not know is just how far-reaching the effects of the right packaging truly are.

Research has shown that nearly 70 percent of purchase decisions are made while in the store. In general, consumers go shopping with a specific purpose, but they don’t necessarily have a particular brand in mind. This lack of brand loyalty can be used to your advantage with the right packaging. Custom packaging is typically the best way to spark interest and communicate the right brand message for any product you’re selling.

Here are a few things that consumer packaged goods, or CPG, companies can learn from consumer behavior.

Branded Packaging Makes a Difference

Regardless of what your unique brand image is, consumers will associate the quality and design of your packaging with their own ideas of what your brand represents. This is why it is so important to create packaging that is in line with your company’s goals and identity.

Jack Rabbit Beans Packaging Design by Anthem Branding

While it may take more effort to make your packaging stand out among competitors with similar products, with the right approach and creativity behind it you can position your brand in the forefront of the market.

Color, Pattern and Font Matter

Color and pattern can evoke strong feelings about your product before the consumer is even consciously aware of what the product is.

For example, when you think about a luxury product, you most likely think of dark, rich colors; sleek, minimalist packaging and a simple yet chic font. On the other hand, if you think of products that are family-oriented, your mind probably gravitates to bright colors, fun shapes and flashy fonts.

Sir Bananas Packaging Design by Anthem Branding

Make sure that your product’s color scheme and creative concept is in line with the message you want to convey to your audience.

Consider Structure and Security

One aspect of custom retail packaging that shouldn’t be overlooked is the structure and security of the design. Even if your product is amazing and high-quality, putting it in a flimsy or poorly designed package automatically makes consumers discount it as cheap or ineffective.

CPG companies should also consider packaging security based on what they’re selling as well. This is especially true of health, beauty, food and baby products. Customers want to know that they’re getting securely packaged products that are safe to use.

Green Earth Organics Packaging Design by Anthem Branding

Finally, make sure your packaging is appropriate for the merchandise. Nothing is more frustrating to a consumer than bulky, difficult packaging for a small product or a box with multiple layers of security that make it too hard to open.

Related: The Creative Concept and Its Role in Product Packaging

How Custom Packaging Can Help Your Brand

Retail packaging design is often the very first thing a consumer sees in association with your brand. This means you likely only get one chance for a first impression. Because of this, you should put as much thought and care into crafting the perfect, eye-catching CPG packaging as you did into crafting the product itself.

Customers already have preconceived ideas about what certain colors, fonts, packaging designs and shapes convey about a product, so instead of trying to reinvent the wheel, you should capitalize on these ideas in order to stand out from the pack.

Anthem Branding

Written by

Tactile Design & Merchandise Agency | We create high-touch custom branded merchandise, eye-catching retail packaging, and brand identities. | Boulder, CO

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