How Product Packaging Affects Consumer Buying Decisions: Stand Out From the Rest

It’s no secret that the retail landscape is becoming more competitive. New products are popping up every week, and consumers have more options to choose from than ever. So, where does that leave your brand? How are you going to increase the chance they’ll pick up your product when they browse the shelves? To grab consumers’ attention, you need to pull out all the stops. An effective way to do this is to create unique, bespoke packaging to stand out from your competitors, who will be just as keen to get customers to choose their product.

Polypouch – Flexible Pouch Supplier, says that strong branding provides the following benefits:

  • Speeds up new product acceptance;
  • Increases the value of your product and your company;
  • Commands higher prices;
  • Resists price erosion.

So, without further ado, let’s explore how product packaging affects consumer buying decisions and how you can stand out.

Brand Packaging Design Advice

Product packaging matters for more than protection—it conveys your brand mission and values and contributes to customer loyalty. One survey found that 52 percent of shoppers would return to a business for another purchase if they purchased products in premium packaging.

So, we’ve established that branding packaging design is important. But what considerations do you need to make when it comes to putting your ideas into action? The first aspect to consider is the design of your packaging, which should reflect your brand’s identity and core values to create a connection with consumers. Here are a few design considerations you should keep in mind:


Colour is a core component of packaging design. Different colours evoke different associations and emotions, so selecting the right colours for your packaging is crucial. For example, blue is often associated with reliability and trustworthiness, while red symbolises urgency, energy and excitement. Green, on the other hand, is commonly used in eco-friendly product packaging to show a brand’s commitment to sustainable practices.


A well-organised layout is essential because it makes it easier for consumers to understand why they should buy your product. Ensure there is a clear information hierarchy, with your brand’s name front and centre, followed by the product name and other vital information such as ingredients and instructions.


The typography used on product packaging plays a role in consumer perceptions. For example, people tend to associate elegant fonts with luxurious items such as jewellery, whereas minimalist and modern fonts are commonly used for tech products.

Touch and accessibility

The feel of packaging holds considerable sway with consumers—packaging that feels sturdy and high-quality will capture the attention of shoppers. We’ve all felt the need to pick up a product before we buy it, just to see how it feels in our hands.

But that’s not all; accessibility matters too. Consumers want products they can open easily for convenience. One survey even found that over 50 percent of respondents said the most annoying thing about packaging was difficulty opening it to get to the product inside. Practical aspects such as whether the packaging can be easily opened and resealed enhance your product’s value in the eyes of consumers.


The materials you use to package your brand’s products matter more than ever because consumers are becoming more eco-conscious in light of the worsening climate crisis. One study found that 54 per cent of consumers aged under 44 consider sustainable packaging when purchasing products, and 83 per cent of this group said they would be willing to pay more for products in sustainable packaging.

The good news is that there are plenty of sustainable packaging options out there, such as recycled and biodegradable materials. Another strategy is to reduce the amount of packaging used altogether by removing unnecessary materials.


Don’t be afraid to do something a little different. After all, the aim is to stand out from the crowd. You can do this by creating packaging in unusual shapes, textures or with interactive elements. For example, several alcohol brands have started wrapping their bottles in brown paper to make them look older than they are. One brand wraps its bottles in Victorian-era newspapers, which is undoubtedly eye-catching. A beef jerky brand included a transparent window on its pouch packaging to add texture to the image of a cartoon cow printed on the packaging, making it look like the jerky was part of the cow’s stomach. If you need some inspiration, plenty of unique examples are out there for you to find.

In Summary

Product packaging plays a central role in affecting consumer buying decisions. While we like to think that we buy products on their quality alone, the packaging it comes in also influences our decision-making. From the packaging design to materials, every single aspect of your product’s packaging should be carefully considered and designed with your target audience in mind. In this highly competitive retail landscape, a bit of innovation doesn’t hurt either. There are probably several other companies doing something similar to what you do, so make the consumers’ decision easy by creating some standout packaging they can’t ignore.

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