Did you ever buy a product just because it was visually irresistible?
The answer is definitely yes.
The reason is that in addition to quality, also the eye wants its part.
And that’s why, if you know how to use it, packaging can become a key element to increase the sales of your products.
An attractive packaging is able to emerge even within a shelf full of other products, increasing the chances that it will be purchased.
Today more than ever it is necessary to pay attention to the emotional sphere that is able to transmit precise sensations to those who want to buy a product.
Getting to know consumers' emotions with Neuromarketing
The packaging is the first experience that the buyer makes about a product.
It is therefore of fundamental importance to know the emotions and reactions that are unleashed in people at the sight of it.
The goal is to capture the attention of the consumer and convince him to buy your product.
But how do we do that?
Neuromaketing certainly gives us a big hand.
The latter is nothing more than a set of techniques that uses the methodologies of neuroscience to influence the decision-making processes of the buyer.
So let’s look at the features that an attractive packaging must absolutely possess and how Neuromarketing influences consumer choices.
Colors evoke various types of emotion, are able to attract attention and influence emotionally.
Green, for example, is associated with nature and health. But there is more.
With colors you can also evoke smells and specific tastes.
In fact, orange recalls a sweet taste, a strong and spicy smell.
The yellow conveys warm and citrus sensations, the grey recalls the salty taste and the smell is pungent.
In the world of beverage, red, orange and yellow are colors that stimulate vitality, freshness, fun and jump to the eye.
An example is Aperol Spritz.
Its packaging and all its communication are always orange, red and yellow.
Aperol Spritz is in fact conviviality and friendship.
White is a genuine, clean color and is often associated with “light” and organic foods.
Be careful though! Color is also a cultural issue.
In the Western world, for example, blue is the color of household and personal hygiene products while in Asian countries, blue is used a lot in the wine market.
The Shape
The shape has undoubtedly an influence on the product’s expectations.
In fact, it seems that an angular packaging gives the perception of the most intense taste of the food contained in it.
The triangular packaging of Toblerone is the most famous example.
The emblematic cardboard packaging, in addition to an overestimation of the taste given by the angular shapes, becomes one with the product.
Also, according to a study of 1957 Cheskin in 1957, consumers would appear to be willing to pay more for ice cream in a cylindrical container than the same ice cream in a rectangular container.
The tactile dimension
In addition to the aesthetic dimension, the tactile dimension also plays a fundamental role.
Tactile features are implicitly associated with the brand.
The feeling of naturalness of a product for example, is activated through receptors of pleasant sensations, creating expectations on the product that will influence the liking.
An example? Coca-Cola.
The giant, after having put the old bottle with the brand in relief back on the market, has seen an increase in sales of 12%.
Furthermore, according to a recent study made at the University of Milano Bicocca, it has been seen that people prefer smooth surfaces compared to rough ones.
The material
Have you noticed the increasing presence of paper packages and wrappers on store shelves?
It’s the choice of many companies that in recent years have opted for eco-sustainability.
A company that takes into account the environment and its protection buys points in the eyes of consumers.
And that’s also why there’s been a tendency to abandon plastics in favor of alternative solutions.
It is therefore obvious that the “green” approach leads to a victory on multiple fronts.
Useful tips
Try to use artisanal, compostable packaging, or why not, even made with exotic fruit leaves.
Do good to the environment. Your customers will appreciate it.
In conclusion, it is clear that what has been said so far on the perception of the product is the result of the various sensory characteristics.
The human brain responds to each of them. If you want to know more, email me at mb@marcobaldocchi.com.