A 2013 study found that, even if customers weren’t going to buy the goods, they might do so if the packaging is sufficiently appealing (Lundin, 2023). This behavior could be the outcome of the way visually appealing packaging causes brain activity; it’s all a result of the psychology behind brand logos and package design.

When you see something, you like at a store, your brain’s reward mechanisms are activated, while activity in regions of the brain involved in reflective cognition is suppressed. Customers are therefore more inclined to purchase something appealing since it makes their brains happy and lowers the possibility that they would second-guess their choice.

These variables also affect how consumers choose edible items and how they perceive food packaging. The colour psychology of the food packaging is taken into account. It might be distinctive because of its vivid colours or lean features.

What composite parts of packaging attract the brain?

We might thus conclude that appealing packaging stimulates the brain and increases customer propensity to buy. However, what precisely makes packaging attractive? How effective is colour psychology in food packaging? There are several factors to take into account when thinking about package design psychology.

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The general style and design parts

An excellent method to make your product stand out is by designing packaging with a distinctive form. There are several methods to create a distinctive product design, whether you’re selling chips or perfume.

In fact, customers may even believe that appealing containers are more filled, according to a 2004 psychology of food packaging research. As a consequence, individuals appreciate distinctive containers because they believe they can receive better value for their money rather than merely because they would draw in more clients.

The other design components of your product’s packaging, outside its general form, are crucial. These components include elements such as:

  • Design of the label orientation
  • Alignment
  • Angularity

Consumers react differently to different package components, per 2012 research. For instance, when visuals were placed to the right of the text, research participants found it to be appealing. Some of these preferences could alter with trends or over time. However, a number of branding ideas might be drawn from deeply rooted historical or cultural customs.

Customers often respond favourably to curved lines and see abrupt angles as intimidating. This is not to suggest that all of your packaging must have curved lines. Simply think about how you might strengthen your product’s brand identification using this information.

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A lot of secret meaning is contained in fonts

It might be simple to select the first font you come across. However, properly choosing your font will significantly raise the quality of the package for your goods. You should use a legible typeface that can convey a lot of information. The addition of an illegible typeface is one of the worst packaging design errors.

Your choice of typeface will rely on the personality of your business. The best typefaces for products that wish to recall vintage branding are frequently the more elaborate ones. In the meantime, using strong or plain typefaces is a smart method to communicate current sensibilities. Each of them is essential to the delicate psychology of packaging design.

Keep in mind that certain typefaces are easier to read online than they are in paper (BAW, 2022). San-serif typefaces, on the other hand, are simpler to read online, whereas serifs function best in print. Always take into account how effectively your packaging’s typeface will blend together with your online and print branding.

Number of 2012 research found that the most important font attributes that contribute to the brand identity are balance, naturalness, weight, and flourish. A brand appears more due to these factors: Exciting, sincere, sophisticated, capable, tough.

A large difference can be made by color psychology

One of the most important elements of the psychology of food packaging is colour. It frequently serves as a customer magnet and makes it possible for a product to stand out. The best colour selections will support a product’s brand identity and appeal to the psychology and emotions of a buyer.

According to food psychology of brand colors, there are various explanations for why people like certain colours. One 2009 study found that some colours stimulate the human brain more than others. Humans frequently like hues that make them think of things that also happen to have that hue. As a result, instead of using flaming reds, you want to utilise a palette of dreamy blues if your product is called “Blue Sky Brownies.”

According to a different study, people gradually established distinct connections and preferences for particular colours. Evolution gave people the ability to distinguish secure food sources and cozy resting spaces, which led to the growth of these linkages. Effective branding will therefore capitalise on a customer’s pre-existing psychological associations.

Color psychology for food packaging is easy to use. Make sure your package design complements your business identity and whatever style guidelines you may have while creating it. Use consistent colours on your website, on your packaging, and in all other aspects of your branding materials.

Take the power of touch seriously

Numerous of the aforementioned packaging characteristics are connected to visual stimulation. Images are essential. But it’s crucial to appeal to the customer’s other senses. Touch is an essential yet sometimes disregarded component of packaging.

Brandeis university psychology department mentioned that humans receive and process a vast quantity of data when they touch something. Something’s quality may be felt through touch, which gives users the impression that they already possess the object.

If you don’t consider touch while designing your package, you could produce something that is uncomfortable to handle. The significance of packaging design in terms of a matte texture was examined in a 2019 review. Your perception of an object based on touch might be influenced by a number of factors. In rare circumstances, touch can even affect how you perceive something using your other senses.

Selecting design elements using packaging design psychology

When designing packaging for your product, consider both its identity and the target market. Understand your competitors’ packaging and choose a package material that complements your brand and is comfortable to the touch. For eco-conscious companies, avoid using plastic or non-renewable materials. The form of the packaging is crucial, ensuring the product fits comfortably and provides a useful interface. Experiment with different fonts and colors to portray your brand.

Keep in mind readability and the distinctiveness of your packaging. Gather feedback on potential branding solutions during market research by creating a couple of typeface and design combos and showing them to potential clients. Ask for input to determine if certain designs are more popular among clients. Overall, packaging design is essential for ensuring customer satisfaction and promoting your brand.

Create the packaging of your dreams

It’s simpler than you would seem to use package design psychology to develop the ideal packaging for your product. All you have to do is comprehend how your branding is impacted by factors like colour, typeface, general form, and touch. Numerous factors contribute to the importance of packaging design. From colourful retail goods to food, package designers put a lot of psychological effort into them. Packaging design is crucial, and with a little customer research and strategic planning, you can build packaging that will make your product fly off the shelves.




Katie Lundin (2023). 4 Psychology-Based Design Tips For Eye-Catching Packaging Design. https://www.crowdspring.com/blog/packaging-design-tips-psychology/

BAW (2022). How Academic Help Providers Save the Students’ Future? https://bestassignmentwriter.co.uk/blog/how-academic-help-providers-save-the-students-future/