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In a survey of more than 650 members of the UK public, 37% rated color as the most appealing feature of packaging and 25% considered it most often.
The findings come during a time where brands need to consider how their packaging functions in the digital realm as well as on the shelf. In light of what the company calls an “explosion of digital marketing and e-commerce,” contract packers WePack sought to find out how brands can adapt their packaging design to ensure it functions both online and offline. To do this, they set to learn what consumers like about packaging.
The results indicate that the basic foundations of getting color and imagery right still apply when presenting products online, confirming previous HunterLab research linking color to consumer purchasing.
In response to the question, “What catches your attention most when it comes to product packaging?,” color and imagery led the way, followed by 15% said size, 11% said shape, 9% said texture, and 3% selected “another” aspect.
The research also found that although texture was not a key concern, men are far more attracted to the feel of packaging than women. Out of the 59 respondents who cited texture as the most important factor, 70% were men. In fact, one in eight men replied that texture caught their attention the most. That compares to the only two of 327 women who selected this option. The implication: when marketing to men online, brands need to find a way to communicate texture via the screen.
Gender differences were also found in those who selected color, with just 31% of men choosing this option compared with 43% of women.
Overall, the results indicate that brands do not need to rethink packaging design in its entirety to help promote themselves on the internet. But changes can be made to take better advantage of the digital world.
Mick Clarke, Sales Director, We Pack, said: "The Age of Adaptation Digital does not require the brand to completely change its understanding of the fundamentals of packaging design. Color and imagery are always important.
Article from:
https://www.packworld.com/
