The average consumer strolls through the supermarket aisles picking between different brands of the same product without really questioning the reasons behind their choices. One could argue that the price is the primary factor in this decision, and they could not be further from the truth. However, would we still have the same shopping habits if all the products had the same white, plain packaging with two paragraphs of textual description?
How much the visual impact of a product does weigh in our final decision, and can we overlook it to buy better quality merchandise from companies that invest less in packaging design?
The connection behind colors and their effect on the human brain have long been studied by both psychologists and marketers alike. It seems that vibrant colors like red, orange and yellow increase the appetite and trigger the brain into believing that by purchasing a vividly-packaged product, it performs a rewarding action. This is the reason why most fast food chains have logos that are oversaturated with red or yellow, and why pink or orange packaging is preferred for sweets.
The last decades have established a particular rule book for packaging all over the world. Beer usually comes in green bottles or cans. Chocolate, coffee, and distilled alcoholic drinks come in dark colors like brown, dark gray and black. This practice forces the consumers to make rapid decisions and not to waste too much time reading the labels. If the color is right, the product will most likely end up in the shopping cart.
It might seem weird, but the writing design influences the way we choose which products to buy. An internationally famous beverage owes most of its profit to this aspect. A friendly, curved font can have a positive visual impact on the consumer.
Same as with colors, most buyers have developed a sixth sense of identifying their future purchases without taking a good, hard look at their packaging. Simply put, a product that has a logo made from tall, edgy letters is likely to have fewer buyers than one that has a curved writing that is adorned with smooth angles.
It is a well-known fact that consumers choose their products by the way they are shown, as well. On a tall supermarket aisle filled with rice packs from various producers, the best-sellers will always be in the upper half of the shelf. The lower the product is placed on the rack; the lower is its quality and subsequently its price. However, one must always be aware that companies pay good money to have their products placed as high as possible or at least at general eye height.
A product whose design incorporates color, fonts, and display perfectly is usually a successful selling product. In fact, world-known edible products continue to make substantial profits from sales, even if some of their ingredients have been proven to damage the consumer's health. You can sell almost anything you want as long as you have the right design on it.