How does good packaging design influence customers' purchasing decisions?

The purchasing decision-making process is a complex and multifaceted sequence of events. For this reason, one of the key steps in creating a new product that is to hit the shop (or virtual) shelves should be well-thought-out graphic design of the packaging.

It must meet specific characteristics and adapt to dynamic market requirements. Increased brand competitiveness has long since forced the use of strategic branding solutions, and packaging graphic design is one of the basic categories in the race for consumer favour.

How to design without regrets?

Packaging graphic design is not easy. In theory, you can create and place literally anything on the product packaging. The key is to realise what we want to convey – based on the specific nature of the product. The future label of the product cannot be merely an aesthetic measure, but a message to the consumer looking at the product. Conscious packaging graphic design is a journey through all the pros and cons. It takes into account every dot, line or minimal change in the shade of a colour that has already been chosen. The graphic design of packaging cannot be left to chance.

Packaging design – the art of design

Packaging is both the cover of the product and the seller's showcase. That is why packaging graphic design must take into account aesthetic and functional considerations. Its attributes play an important role in the purchasing process and (in the long term) support customer loyalty to the brand. Good packaging graphic design is a real art of oscillating between what is beautiful and interesting and creating a specific marketing tool. Design itself is a multidimensional concept – it can refer to packaging graphic design or the final result of creative work.

This product appeals to me!

Consumers buy not only the product, but also the emotions it evokes in them! The first impulse when encountering an item is the reception of sensory impressions – in this case, sight and touch. Packaging graphic design should assume that, based on the visual layer of the product, the buyer not only obtains information about the item, but also subconsciously forms an opinion about the brand or company. The packaging tells us what the product is, e.g. it lists the ingredients of a food product, but it also conveys more complex messages – instructions and recommendations for use, e.g. for household appliances. The graphic design of the packaging must accurately reflect the specific nature of the product and what it wants to communicate to potential customers. Every photo, graphic, inscription, description, catchy slogan and appropriate colours based on the psychological aspect of colours is important. A product designed in this way will certainly "connect" with the target buyer.

Creation – innovation

Reaching for non-obvious solutions is an increasingly common creative practice – packaging graphic design is a perfect example of this phenomenon. A unique design, brand logotype (check the differences between a logo and a logotype) and its specificity create the product's identity. The question is: when does a square bottle become better than a round one, and does this affect its practicality? When is it good to go for simplicity, and when should you go for an avant-garde design on the label without hesitation? The answers to these questions, as usual in the creative world, are relative. The typography of iconic brands was often not perfect right away. Graphic design of packaging is about bringing a product to life, but not every product brought to life will succeed in the market – it will cope with competition, satisfy consumers and respond to their needs. Of course, if an item stands out from its peers on the shelf, it has a better chance of securing a permanent place there. However, it is important to remember that packaging graphic design and its effectiveness are only one component of success – you can never be sure that the customer will fall in love with the product. The design, quality and usability of a product must always go hand in hand.

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