Consumers are more attracted to cartons with innovative designs, according to a new research.
The research conducted by M-real Consumer Packaging found that consumers are even prepared to pay more for products inside special or unusual packaging.
The study also revealed that surface finishes and the stiffness of cartons influence the decision on whether to repurchase a product.
The test revealed that packages with unique shapes, fit-to-product colours, and large front faces with a window, attract more attention on the shop shelf.
What can be described as negative graphic designs such as grey packages to those that are too small with designs that have little or no relevance to the product, also attract attention.
During the study, consumers rejected innovative and tempting cartons, after finding it tricky to open or close.
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