The Psychology of Branded Packaging: How it Influences Consumer Perception

In an era of digital media, consumers wade through an endless tsunami of information from dawn to dusk. Manufacturers are faced with a unique challenge: capture the fleeting attention of overstimulated shoppers to drive purchase decisions toward their products. Consumer perception of a product’s quality, cost effectiveness, and sustainability is influenced by two things: brand loyalty and developing outstanding packaging solutions. 


The psychology of color

Colors evoke emotions. Specific colors are thought to correspond to specific human emotions, so when considering packaging solutions for your brand, color should play an important role. The color selected should be one that helps your product stand out from the competition and represents your product’s intention. Here are few examples:

  • Warm colors like red, orange, and yellow are associated with feelings of energy, excitement, and passion, ideal for products that can encourage action and impulse purchases.
  • Cool colors like blue, violet and green convey calmness, peace, and security, which can effectively build trust and reliability for brands.
  • Neutral colors like black, white, and gray offer a sophisticated and timeless appeal. They are often employed to create a minimalist or luxurious feel.

Whether bright and vibrant, soft and calming, the color you select should be reflective of your brand and invoke corresponding emotions in customers.


Shape, size, texture, and accessibility

The shape and feel of a package convey a strong message about its contents. Your customers want value, and the size of your package factors in here. Studies indicate that repeat purchases are driven by premium packaging and sizing. The feel of your packaging should appeal to all potential consumers. Is your packaging sturdy, soft, heavy, etc.? 


Accessibility factors heavily into the development of packaging solutions. Products that are difficult to open or use can hinder brand loyalty. Packaging should provide easy-open features that ensure the safety of the product and enhance the consumer experience.



The impact of packaging materials on the environment has moved to the forefront of the modern consumer’s mind. They search for companies that are proactively reducing their carbon footprint and implementing changes to packaging that are constructed with materials that are sustainably sourced and recyclable.


Saying it the right way

Your packaging displays more than just the product name. It provides information that educates the customer. Anything written on the package should be in an easy-to-read and attractive font. If a potential buyer has to struggle to read the label, you risk losing a customer. If you have the space, consider adding a QR code to your package to allow customers easy access to your website for additional product information.


In a world saturated with information, dazzling packaging can be the difference between success and failure. By understanding the psychology of color, shape, size, accessibility and presentation, you can design packaging that speaks volumes, resonates with your target audience, and drives them towards purchase decisions. We are the company where SOLVED happens. Contact us today to how Pollock Orora can make your packaging stand out from the competition!