New research suggests packaging affects human senses and choices

24 August 2017 (Last Updated August 24th, 2017 18:30)

New research, commissioned by Packaging Innovations London, has found that a product's packaging affects consumers' senses and purchasing decisions.

New research, commissioned by Packaging Innovations London, has found that a product's packaging affects consumers' senses and purchasing decisions.

As part of the experiment, six everyday used items such as biscuits, chocolates, perfume, wine, a t-shirt and wine glasses were selected to assess the impact of packaging on the perceived price and quality of a product.

The study included a sample of 100 consumers who were given identical items, half of which were tested alongside low-end packaging and half of which were tested against luxurious packs.

It was found that the perceived quality of the products increased significantly for the items with higher-quality packing.

"Identical biscuits, wine, chocolates seemed to taste better, and people even liked the smell of a perfume more, if they thought it came in a more premium pack."

Overall, the identical products were rated 35% better if they came in high-quality packaging.

Perfume smelt 60% better, wine tasted 53% better and a t-shirt was perceived to be 10% superior if the items came in luxury packs.

Biscuits were also rated 51% better compared to the low-end packaged, the taste of chocolates tasted 14% nicer and the quality of the wine glasses was felt 37% better.

The survey also found that due to the influence of improved packaging, customers are also prepared to pay nearly three times more than the actual price of the products.

Commenting on the research, Easyfairs Packaging Portfolio Divisional director James Drake-Brockman said: “Whilst we expected to see the perceived cost of items increase when people thought it came in higher-end packaging, what we didn’t expect to see was how the packaging actually appeared to affect the senses.

“Identical biscuits, wine, chocolates seemed to taste better, and people even liked the smell of a perfume more, if they thought it came in a more premium pack.”

About 73% of the sample stated that packaging forms a major factor while deciding to purchase a product.

In addition, 59% of the respondents also said that they can buy an inferior product with more visually appealing packaging.