- According to Business Insider (Business Insider, 2011), one third of consumer decision making is based on packaging.
- Packaging design is often referred to as the silent salesmen as it enabled an unconscious psychological connection (Burks, 2016).
- “unseen is unsold” (Asher, 2016.)
- Visibility is key (Asher, 2016.).
- Visibility comes in the way of colour, physical structure or shape, symbols and number, typography (Klimchuck, and Krasovec, 2006).
- “Market research and design gives form to the idea. The biggest role of a designer is very much to understand and position themselves between the craft of making something but maintaining the integrity of the research behind the brand. In other words, market research is key.” (Hosea, 2010).
- “help consumers develop a portfolio of relationships that allow them to function as creators of meaning for themselves.”, (Ettinger, 2013).
- “The product should speak for itself without overcomplicating packaging” (Upshaw, 2007).
-“From a purely design perspective (removing marketing variables such as price, location and brand loyalty) there are significant elements that best capture consumer attention and break through the visual clutter of the retail environment. The attraction of design elements is based on: basic principles of design + clear marketing objectives + effective use of top four attention grabbers (colour, physical structure or shape, symbols and number, typography) = well designed consumer packaging design. Packaging design that serves the intended target market should be culturally appropriate, linguistically accurate, visually logical and competitively designed.” (p.33, Klimchuck, and Krasovec, 2012).
- According to business insider, 52% of online consumers say they would likely return to a business for another purchase if they receive products in premium packaging and businesses have reported a 30% increase in consumer interest when those businesses show a strong attention to trustworthy packaging (The Paper Worker, 2016).
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