Survey finds packaging design can influence purchasing decisions

8 May 2018 (Last Updated May 8th, 2018 11:57)

Packaging design can strongly influence consumers' decision-making when purchasing a product, a study conducted by the US Paper and Packaging Board and IPSOS has revealed.

Packaging design can strongly influence consumers’ decision-making when purchasing a product, a study conducted by the US Paper and Packaging Board and IPSOS has revealed.

The survey, which was published shortly after National Packaging Design Day, assessed how buyers consider a product’s packaging while shopping.

Around 72% of the respondents agreed that packaging design plays a significant role, while 67% claimed the material used for the packaging influences their decision.

Given a choice between paper and plastic packaging, 68% of consumers said that they were most likely to opt for the paper or cardboard option.

Some 71% said that they were more likely to choose brands that offer their products in paper or cardboard packaging rather than plastic.

“We design our packaging to deliver fresh product, great graphics, and a really superior unboxing experience.”

Among the companies that contributed to the study is flower delivery startup UrbanStems, whose brand experience head Liz O’Neal said: “For us, the packaging is all about protecting the petals and the flowers to the best of our ability. We design our packaging to deliver fresh product, great graphics, and a really superior unboxing experience.”

Over half of the respondents to the survey said that paper and cardboard packaging make a product appear premium.

The survey also revealed that a packaging’s design plays a considerable factor in swaying shoppers’ decisions. It also showed that 70% of Americans believe paper and cardboard packages allow for more creative packaging designs than other packaging materials.