by Berlin Asong

Created on: November 25, 2009   Last Updated: September 27, 2011

A large body of evidence shows product packaging influences consumer buying decisions, whether to buy a product or not. Before looking at the evidence, it is helpful to understand product packaging describes the outward tangible elements of a product. This includes colours, size, weight, pictures, labels, textures, shape and materials of product packaging. Granted; product packaging does sway consumers into buying products for the following reasons:

1. Packaging provides convenience

Packaging gives form to a product. It makes a can of soda drink than a basin of soda conveniently portable. It is why a customer would take home a flat-pack of furniture from IKEA today rather than waiting weeks for similar furniture to be delivered by another furniture maker. It is also a reason for the popularity of mini deodorant body sprays among male partygoers or discrete social opportunists. It is knowledge to Coca-Cola the distinct curvy shape of the plastic medium-size coke drink is popular among consumers on the move. An American consumer-goods company later learnt its dismal revenues for its Japanese urban market was because its products did not fit into Japanese fridges.

2. Packaging that extends product’s shelf life

Traditionally, food engineers use preservatives and ingredient tweaking to extend the shelf life of perishable products. This results to the loss of certain natural flavours, tastes and ingredients, often to the displeasure of consumers. Advancements in packaging technologies are extending product shelf life beyond limits previously considered impossible. For example, Tetra Pak’s aseptic carton packaging preserves the freshness and taste of cow milk for up to six months. Aseptic packaged milk products have proven to be popular with light to medium milk-consumers including single and small-family households.

3. Packaging provides information for decisive buying

If not all, most buying decisions are based on information sought by consumers either actively or passively. This includes product’s brand name, manufacturer name, country of origin, graphics, and nutritional information. When faced with a new buying situation, consumers use information on product packaging for choosing a product over competing products. This is so true for product packaging with vivid colours and pictures to convey appeals such as freshness, healthiness, sweetness, cleanness, authenticity, naturalness, and so on. Neuro-marketing studies have already shed findings

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