art design

The art of packaging design

Glading Marteen 

While consumers may see a variety of shapes, colors, and typography, there are a lot of strategic decisions involved in the process of addressing the evolving needs of today’s consumers.

Shelf appeal

A national study conducted by IPSOS found that over 7 in 10 (71%) of consumers agree that packaging design can influence their purchasing decision.

Other research has demonstrated that colors affect a consumer’s feelings. For instance red can be hunger-inducing, while blue is hunger reducing, yellow is said to promote happiness and black signifies elegance.

Feelings aside, strong packaging design can deliver double-digit sales growth for some of today’s fast-moving consumer brands.

“Increasingly, consumer-packaged goods companies are realizing that design is a significant driver of brand growth, particularly when it’s guided by objective, strategic decision-making,”​ said Steve Lamoureux, CEO and founder of Designalytics.

Designalytics is a firm that monitors the performance of brand’s and competitors’ package designs. The company leverages syndicated analytics with “on-demand” design testing, allowing brands to manage their designs proactively and select the design routes that are most likely to drive strong sales performance.

“Historically, the impact of design has been difficult to measure, and thus quickly dismissed as unimportant relative to other trendy or quantifiable factors. Now that we have the precise tools to measure design performance, we can illustrate how packaging design can be a significant marketing lever for business growth—capable of driving double-digit increases in sales,”​ said Lamoureux.

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