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How Product Packaging Affects Buying Decisions [Infographic]

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Smart packaging helps its targeted consumers feel an emotional attachment to a brand.

One-third of consumer decision-making is based on packaging, according to research cited by The Paper Worker in the following infographic.

The infographic provides a look at the various elements of product packaging and how they influence consumers.

One crucial element of successful packaging is an icon: "Emotions are often also connected to brand icons as memories and feelings can be brought up on sight, leading to long-term relationships between the brand and the consumer," states The Paper Worker.

Color also heavily influences purchasing decisions, as does typography.


Moreover, design is capable of not only inspiring a purchase from the targeted consumer but also creating a ripple effect: "A friend snapping a photo of attractive packaging and sharing it on Facebook has great potential for being quickly shared by others, therefore attracting new customers," suggests the following infographic.

To find out more about packaging that influences purchases, check out the infographic:


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Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at veronicaj@marketingprofs.com.

Twitter: @Veronica_Jarski

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  • by suzyspring Mon Sep 8, 2014 via web

    Representation of this infographics is awesome. The package will show the overall impression of the product. I have seen people buying stuffs because the package looks good. The icons and the colours are the first thing noted in a product.

  • by Sandeep Goyal Fri Sep 12, 2014 via web

    real good one with simple explanation and check list

  • by Jasenka Fri Nov 28, 2014 via web

    Great representation, gives me a lot of ideas for my master thesis. It's very helpful..

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