The below image shows two icecream tubs. Both tubs contain the same text content, and without tasting the icecream many people would make an assumption that one is more natural and healthier than the other. Why? Because with effective packaging design you have the power to control consumers’ mind (to a certain extent).
Same Print Cost
Different Design = Different Perception
The practical function of food packaging is to keep the contents safe and fresh until it reaches the consumer but it also serves other hugely important purpose.
By utilising design, you can guide a consumer’s perception of your product to help to increase the likelihood of them making a purchase – that is nice to be able to do.
You know your product inside out but consumers out there may not have tasted your product previously. They have to rely solely on their perception of your product. Before that first taste their perception is their reality. “This looks like a delicious indulgent treat” or “oh that looks tasty and looks healthy” are things we might think before we buy or taste something based solely on the packaging design. In an ideal world, no-one would judge a book by its cover, we would read the information on food packaging and make rational informed decisions. This is not the case and part of being human is our use of multiple senses to process the world around us.
The power of packaging design doesn’t stop there. Food packaging design influences not only buying decisions but the actual perceived taste of the product.
Sounds far-fetched? Read on…
Eating is a multisensory activity. Scientists have proven that what we perceive as taste is actually a combination of taste, smell, sight, sound and touch. Surely as a food producer it makes sense to use this information to your advantage. One example of this phenomenon was consumers stating that Coca-Cola had changed its formula and tasted less sweet – the only change made by Coca-Cola was to the packaging design. They used white limited-edition cans during a fundraising campaign for polar bears and this change in packaging design influenced peoples’ perception of the taste. Charles Spence, a professor of experimental psychology at Oxford University, has proven time and time again, through practical experiments, that colours and the type of materials used in packaging can influence taste perception.
Maybe you have always known that packaging design is an important part of your product or maybe you thought that design was an expense that couldn’t be justified. Whatever your thoughts were on design previously maybe its importance has increased in your mind now, after all science doesn’t lie.
So, if we have sparked your curiosity what should you do next? Here at AKGraphics we have a wealth of knowledge when it comes to food and beverage packaging design so we would encourage you to get in touch with us. We are driven by a consuming curiosity about packaging and how we can use our knowledge to give our clients a competitive edge through effective design. We take an innovative and creative approach to packaging design so that your packaging will stand out in an ever-changing retail environment. We design packaging that captures the essence of a brand with the aim of your product becoming a best-selling item and to get consumers to reach out for your product rather than a competitor’s.
Email email@example.com call us on 059-9133633 and we can discuss some ideas for your packaging.