The purchasing decision of consumers is highly influenced by many psychological variables that package designers need to give lot of attention. Are we taking enough time to view a product before buying it??
For most of us, we are not taking enough time to see it. We tend to form easy judgments on each product based on various psychological variables that acts as an influencing factor without our self-consciousness. These psychological factors are the primary motivation of purchasing behavior and must be understood that brands that want to push their packaging design.
Brands can express huge things by taking a minimum approach to their package design. We haven’t tried to see the packaging design label for more than five seconds.
Leading brands don’t need to approach customers with over information; they specially utilize simple, minimal designs to express their confidence and authority. Popular brands don’t need pleasing strategies to make a strong impression among consumers.
INFLUENCE OF COLOR PSYCHOLOGY:
Color has most powerful psychological impact on people’s behavior and decisions, and this knowledge can be conceived by all designers and marketers. Color can often be the most important reason why someone purchases a product.
The various attributes of colors which highly influences product preferences based on choice of consumers.
Red color creates a sense of urgency, good for clearance sales.
Blue color associated with peace, water, tranquility, and reliability.
Green color associates with health, tranquility, power, and nature.
Purple color associated with royalty, wisdom, and respect
Orange & Yellow color is cheerful colors that promote optimism. It is used to create a sense of anxiety that can draw in impulsive buyers and window shoppers.
Black color associated with authority, power, stability, and strength. It is considered as a symbol of intelligence
Grey color symbolizes feelings of practicality, old age and solidarity.
White color associated with feelings of purity, cleanliness and safety. It can be used to project neutrality or absence of color.
APPLYING THE PRINCIPLES OF PSYCHOLOGY
Marketers have high level of concentration on various psychological attributes to improve the impact of design and give their brands a unique way to market it. Few colors evoke an immediate feeling, such as red stands for feelings of love or anger and blue is associated with trust and calmness.
The four important Psychological Strategies with regard to packaging design and color psychology are
- DESIGNING FOR GLOBAL APPEAL
- INSTINCTIVE AND RATIONAL
- VIRTUAL REALITY
- BRAND RECOGNITION
SELLING TO RIGHT TARGET AUDIENCE:
Companies must identify the targeted consumer markets who give high priority to products and lining the package designs around their preferences. Many Prosumers and marketers make the mistake of trying to reach as many people as possible through ordinary package designs that the average level customer is gets familiarity and can also be misguided. If we try to appeal to everyone means that you can’t be unique with your design and strategy.
CONVEYING RIGHT MESSAGE
Every decision made in Packaging design, starting from type of material used to shaping of the packaging, copy on the label influences consumers in many ways. Good brands understand all the impacts of packaging designs that has originated in the minds of customers. The best outcome comes from designs which are meant for the preferences of the target market alongside the Unique Value Proposition that each product offers. This type of brands strongly creates high-impact psychological package design among consumers that has long lifetime in market.