The Impact of Packaging on Consumer Behavior: What Drives Purchases?
Last Updated on April 17, 2025 by Kira Andrus
Written by Megan Curtis
In this ClearBags blog, we explore the impact that packaging has on consumer behavior and its effect on increasing purchases and conversions.
Even if products are similar, subtle differences in packaging and design can make one item more appealing than another to consumers. Grabbing consumer attention, providing information in a creative way, and evoking an emotional connection to your brand’s story, mission, or values can create lifelong customers for a company. Current research shows “brands have, on an average, seven seconds to make a favorable impression before the customer moves on to the next option.” Visually appealing or sustainable packaging can make a difference in the final choice.
What is the Role of Packaging?
Capture Consumer Attention
The need to capture consumer attention can’t be overstated. In Sept. 2024, Business Dasher reported that 81% of consumers purchased a new product because of the packaging design and 72% of consumers agree that packaging design can influence purchasing decisions. Think about it – packaging is the first experience many consumers have with a product. Eye-catching colors, unique designs, and clear messaging can make a product stand out on the shelf or online.
Provide Information
In the cluttered marketplace, understanding consumer behavior in regards to product packaging design is essential to success. Knowing what the target audience wants and communicating information clearly needs to be a part of each company’s packaging design. As younger generations achieve more purchasing power, sustainability and eco-friendly products are also increasing in demand. In fact, 71% of consumers are actively choosing products due to the sustainability factor of the product packaging.” Eco-friendly and recyclable packaging designs resonate with modern consumers who prioritize sustainability, influencing their buying decisions.
Evoke an Emotional Reaction
Part of understanding consumer behavior is tapping into the emotions that drive purchasing decisions. When it comes to product packaging design, knowing the audience and what is important to them allows packaging to evoke feelings that connect consumers to a product. It is also important for companies to convey what is important to their brand. Consumers are drawn to products that resonate with them emotionally, so brands should share their story, mission, or values. Making the brand’s mission part of the packaging design allows consumers to embrace the story and the brand.
What are the Elements of Effective Packaging Design?
Display Brand Identity
Brand identity and company values must work harmoniously with the priorities of the target audience in order to be successful. A company’s packaging design may be aesthetically pleasing and luxurious, but if it doesn’t speak to the prime needs of consumers, the product won’t be as profitable as it could be. Each brand must clearly and consistently communicate the company’s values. Additionally, product packaging design is most effective when the brand is easily recognizable and messaging clearly communicates important information such as sustainability efforts or eco-friendly packaging.
Functionality
Just as product packaging leverages design elements to create an emotional connection, packaging design should also be functional and practical. Functional packaging is convenient and provides resealable packages and easy-open pouches. Even portion-controlled packaging makes products more functional for consumers and leads to repeat purchases. Using packaging that is designed for a better fit and provides good support to a product gives a polished appearance while being less wasteful. Likewise, “good quality materials and design lend credibility to the products and their brands.” Consumers are especially conscious of how food packaging design preserves and secures food products. Food packaging design can be aesthetically pleasing, food safe, and functional with minimal effort.
Straightforwardness and Simplicity
Research from 2022 shows that more creative packaging isn’t always better. When it comes to consumer behavior, researchers found that creative packaging may stimulate curiosity, but overly creative packaging left consumers confused or put off by trying to understand the product. Creative packaging can grab attention, but make sure to keep ideas simple and straightforward. Some of the most successful brands blend creativity with simplicity – keeping designs clean while incorporating clever details. Above all, the brand should be clearly recognizable and, for eco-conscious brands, product packaging design should highlight what makes the product and/or packaging environmentally friendly.
How does packaging influence consumer decision making?
Consumer Decision Making
Consumers absolutely judge a book by its cover. From creating first impressions to building a brand’s perception and loyalty, consumers are judging packaging design. Potential customers look first for perceived value and enhanced quality based on the appearance of the packaging. The popularity of unboxing experiences have increased the importance of box packaging design. However, consumers also place importance on the functionality of the packaging and its convenience. More and more consumers are looking for key information in packaging design like eco-friendly terms and instructions. The trend in more consumers willing to pay more for sustainable packaging is increasing each year, and understanding how consumers are making decisions is imperative for brand success. Because many consumers are willing to invest in brands and products that are environmentally friendly, companies will need to consider packaging design that fits consumer demand with their company’s mission and brand.
Looking for packaging that will help attract consumers? Look no further than ClearBags.
