Packaging represents features of a product and triggers the consumer psychology, creating a direct effect on his or her purchases. Consumers can quickly recognize a product based on its external packaging. Therefore, packaging adds value to products and directly conveys product information. The use of various design features and perfect visual experiences of beauty has become a trend in modern packaging processes. The rise in globalization and advertising has created numerous products enlarging the markets. Packaging design has become important not only for easy identification of products but also as a competitive advantage (Ford, Moodie, & Hastings 341). Therefore, it is crucial to choose a suitable packaging design, packaging material, and form factor that offers superior value to consumers.
Packaging helps to project strong visibility as long as consumers view a lot of products while shopping. Clear packaging makes it easy to notice a particular. Identification is mainly represented through visual connection, such as graphics, color, size, and the shape. It also becomes easy to distinguish it from different brands, as well as to the consumers who cannot read the words. The informational elements include the product name, brand, and information about the producer. The product has to create an emotional connection with consumers, be unique and easily distinguishable from its competitors. The emotional connection includes identifying the consumer’s lifestyle requirements and self-expression. The packaging design imagery, colors, and message talk to the consumers. People attach meanings and emotionally respond to color. For instance, blue and white colors are associated with gentleness and calm. The color of the packaging element influences the consumer. It demonstrates brand imagery and gender choice of a product, and it is the first vision created in the mind of the consumer in front of attention, association, and imagination. The packaging shape also influences the perceptions of consumers. For instance, a long bottle is perceived to contain more content than a short one. The size also impacts consumer behavior. For example, a product in a large package is consumed in larger quantities than a smaller package. The icon in the packaging connects the emotions of the consumer such as memories and perceptions. Such icons are instantly identified notifying the consumers about the quality and personal experience with the product. The words on a package explain the its brand, trademark, essential nutrients, and other significant information.
Packaging design should have elements that identify the culture of the organization and connect with consumers. The designer was excellent and revealed wonderful talents. He also states that design requires a strong belief that is instantly noticed by people. It implies that the design should be easily noticed by a large number of consumers. Considerable time and effort must also be spent in designing the package in order to produce an excellent design that describes the organization and what it stands for, thus, its mission.
The packaging also has to consider ethics in order to avoid false advertisement about a product. It must also not mislead the consumer, but provide correct and accurate information. Highly exaggerated information should be avoided as well because it creates the wrong impression about a product.
Product packaging plays a key role in the market because its high competition. Businesses have to choose product packaging designs that are not only effective but also easily noticed by consumers. The value of a product is created through the brand that people can identify. Packaging improves the brand value. The grade, quality, individuality, size, color, and shape of the product package influence the consumers’ view of the product, determining how it is purchased. Therefore, it is critical for a business to put great emphasis on the designing of their products.
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