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How many times have You picked up a magazine only because the colorful front cover drew You to it?
Imagine You're new to a product and You have no idea which brand to purchase. Multiple versions of the same product sit on the same shelf, so what do You do? Choose the one with the eye catching and informative packaging. It's only human nature!

It is then obvious that packaging is one of the critical factors at the point of purchase. If a consumer is not familiar with the brands of a certain type of product, he or she will use heuristics or cognitive shortcuts, such as depending on the type of packaging to chose what they think is the best brand.

In addition, in some cases, since the customer can not use the product before purchase he or she will rely on additional features of the product such as packaging and customer service when making a decision whether to buy the product or not. A customer with little information on a product, especially products that require high customer involvement, will seek additional advice even at the point of purchase. Therefore the right packaging with the right information on it can change customers minds about a competitors product even at the point of purchase, ending in the consumer going after the competitors product instead, only because the packaging was better.

Product packaging is a very prominent influence on the buying behavior of consumers.

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