Packaging for a product is more than a medium of protection and storage or another convenient forum for advertising. Due to the significant investments made by marketers on the packaging of their products, one would have to assume that industry believes packaging to have substantial influence on consumer choice behavior and product experience. Despite this, there is little academic literature studying these interactions and no clear theory of exactly how packaging impacts consumers’ attitudes and actions.
– Does packaging influence consumers’ willingness-to-pay?
– Does it impact their brand choice?
– Do different kinds of packaging evoke different reactions in consumers?
– Are there external manifestations of these reactions in terms of their purchasing behavior?
Through a discussion of contemporary consumer and market research, we seek to answer some of these questions. In particular, we (1) discover how package design informs consumers’ perception of the product and brand; (2) discuss how said perceptions dictate consumer purchasing behavior; and (3) determine how to capitalize on these elements in order to increase product sales and product/brand loyalty.