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Five Ways Product Packaging Affects Customers

Product packaging is both the first and last thing that consumers see throughout buying and using a product. Here's how to make the most out of the visual and physical elements of packaging.

Consider Custom Colors

There have been numerous studies completed about how color affects consumer decisions. Many fast food chains use red and yellow because both of these colors are thought to promote hunger. Depending on the product, brighter colors that inspire a sense of urgency may fit well, while other products may benefit from neutral or "calm" colored packaging such as blues or purples. No matter what color is chosen, stay consistent with color throughout, as this helps build brand awareness.

Use Eco-Friendly Packaging Three brown bottles with black logos

With widespread pollution and global warming concerns taking place in many consumers' minds, manufacturers should consider the environmental implications of their packaging. We have numerous sustainable packaging solutions available including plastic bottles with PCR (post-consumer resin) or bottles and tubes created from sugarcane. If you prefer to avoid excessive plastic, some of our customers are opting for glass containers or eco-friendly shrink bands.

Make Unique Typography Legible

Many customers attempt to make one-of-a-kind logos with unique lettering to catch consumers' eyes. However, the customer should still ensure that typography remains legible, as consumers may be more likely to glance over it if they can't immediately decipher what the product is. This is especially true as consumers are more likely to scan a label than to read it thoroughly.

Create a One-of-a-Kind Design

According to a survey by, 52% of online consumers responded that they would make another purchase from a business if their merchandise came in premium packaging. Premium packaging and one-of-a-kind design reinforce perceived value; if the packaging seems sophisticated and expensive, these perceptions can be projected on the product, as well.

Make It Fully Functional

Although it may be tempting to cut corners and reduce packaging expenses, the packaging needs to be functional. For example, food packaging must keep food fresh for as long as possible. Packaging containers must protect the product throughout numerous transit periods and prevent damage between manufacturer, store, and home. Because of this, it may be helpful to determine how to make the packaging as functional as possible before determining how to design it.

Product packaging affects consumers in countless ways, many of which are subconscious. If you're trying to decide on packaging for your product, you need to carefully consider all aspects of packaging before putting it on the market. Kaufman Container has been helping businesses create custom containers for over a century. To create your project, call Kaufman Container at 216.898.2000 today.