Preparing for a three-day trip to the beach definitely includes adding supermarket shopping to the to-do list. Although I prefer buying from specialized stores (i.e. meat from the butcher, fruits and vegetables from the farmers’ market), for very general commercial items, I go to the supermarket.

Many times, I take the kids with me, as it helps them become more conscious consumers from a young age by actively participating in the process. So, when I asked my daughter to choose a product from among several similar ones on the shelf, her choice made me think. Not yet knowing how to read, she chose based on the color of the packaging: pink. Guess what her favorite color is.

Have you ever found yourself in a supermarket aisle that seemed endless? Consumers today are bombarded with choices, both before their purchases through advertisements and during their shopping in the store, with many products being almost identical. The choice you make is not at all random, however. Consumer acceptance and choices are a vast field of research, constantly enriched with new knowledge, techniques, and methodologies. One aspect of marketing is that of packaging.

First Impressions Matter

One of the most basic elements of packaging is visual appeal. Many studies have shown that consumers decide if something interests them at a quick glance. Good packaging catches the eye as it gives the impression of a higher quality product, which is not always true. A very good example is organic and naturally grown products, which do not look as appealing. Interestingly, even an unknown brand in well-packaged products can create an emotional attraction for the consumer due to its distinctive packaging.

Color Psychology: A Subtle Imposition

Have you ever liked something, i.e. a hand bag, just because of its color? It might not be the most practical bag, but… it’s blue! 85% of our choices as consumers are influenced by color. You might wonder, ‘who’s the boss’ the one with the money or the marketer? Different colors predispose consumers in their decisions and influence even their most conscious criteria. For example, if a consumer has a strong ecological conscience, green is the best color for packaging if you want to promote the choice of organic and natural products. In my daughter’s case, a ‘primitive instinct’ led her to choose pink – there is a stereotypical notion that it is for girls. Completely randomly, the choice she made happened to be the healthiest among the others. Perhaps the marketer targeted women who might pay more attention to their diet? Who knows?

Clarity of Information: Trust Through Transparency

Consumers today are certainly more aware and better informed than in the past. They have probably evolved this way out of necessity due to the abundance of choices. I often wonder how many types of cereals there were when I was a child – I remember 3-4! Now there’s a whole aisle! Thus, a clear presentation of the main message you want to convey as a marketer is crucial. Ingredients, nutritional value, and environmental impact are the most common messages – that way, a brand strengthens consumer trust and acceptance/willingness to purchase, thus increasing sales.

Packaging Practicality

Apart from the above, which concern the product before its purchase, what happens during its use? Perhaps something that concerns the buyer both before and after the purchase is the usability and practicality of the packaging. Have you ever tried to open a package and half of the product falls on the floor in the process? It’s a very annoying and common occurrence – 64% of consumers are willing to buy new products simply because they find the packaging convenient, compared to what they have used!

Emotional Connection

Beyond aesthetics, it has become quite evident that an emotional bond is a very strong factor for consumer trust and satisfaction. The story behind the product always helps with this, often creating a very powerful emotional connection.

A marketer is usually behind all this! Certainly, a quick glance at a supermarket shelf will make you see products with ‘different eyes’!

 * The above is not medical advice but mere suggestions for improving your diet. Before herbal use you should consult your doctor, especially if you have health issues, you are pregnant or under the age of 6.

Evropi-Sofia Dalampira holds a PhD in Agricultural Economics, MSc in Botany-Biology and MSc in Horticulture & Viticulture.