PSYCHOLOGY OF PERCEPTION OF PACKAGING BY CONSUMERS

Abstract

Brands need to work hard to stand out in today's highly competitive market. Product marketing managers must do more than just create effective solutions. They also need to convince their customers that their brand is the best choice. So, product packaging has evolved from a product container to a powerful product and brand marketing strategy, exerting a powerful psychological influence on every consumer. The influence of packaging on consumer behavior is significant, according to a survey conducted by Elgaaied-Gambier: 72% of people believe that the design of a product's packaging plays a decisive role in their purchase decision, and 81% consider it an important factor when buying gifts. Quality packaging can convince consumers to trust the product inside and justify the cost of the product, especially luxury items. Premium branding and packaging can influence consumer behavior, with 61% of shoppers more likely to purchase a luxury product again if it comes in premium packaging. Overall, understanding the psychology of packaging provides businesses with information that can help with branding and marketing strategies. By effectively using elements such as color, typography, shapes, images and textures, brands can create attractive packaging that speaks directly to their target audience and meets the main goal: increase sales.