The Impact of Packaging on Consumer Behavior in the Food and Beverage Industry

When it comes to food and beverage packaging, appearances matter. The right materials, designs and colors can capture shoppers’ attention or leave your products untouched on the shelves. Learn how your packaging elements can help you increase brand awareness, boost sales and build customer loyalty.

The Critical Role of Packaging in Shaping Consumer Perceptions

Whether you’re building a new product line or reimagining your existing collection, packaging will shape your consumers’ perceptions. Strategize how to create an eye-catching product, deliver valuable information and persuade shoppers to purchase your products — optimized packaging allows you to:

• Create a good first impression: First impressions can make your foods and beverages memorable or easily forgotten. Create visually pleasing packaging that develops a clear understanding of what flavors or ingredients your consumers can expect to taste.
• Make your products stand out: You don’t want your food or beverage’s packaging to look like everything else on the shelf. Think of ways to set yourself apart with captivating colors, bold catchphrases, or interactive designs.
• Showcase your brand’s identity: If a consumer hears about your brand from social media or word-of-mouth recommendations, they may look for it in-store. Make your brand easy to identify with easily readable text or clear logos.
• Connect with consumer values: Understanding your audience can help you increase sales. Address values such as healthy lifestyles or eco-friendly initiatives to help shoppers connect with your brand’s mission and purchase your products.

5 Packaging Elements Affecting Consumer Behavior

How your food and beverage products look will impact how shoppers feel, think, and act. When you work with a packaging partner like Great Northern Packaging, you can share your ideas with their in-house designers and collaborate to create custom packaging. Consider how these design elements for packaging impact consumer behavior.

1. Visual Appeal

Does your packaging feature visually pleasing colors and unique shapes? Incorporate eye-catching designs with high-quality images to make your products look as appealing and appetizing as possible.

2. Brand Identity

Your brand’s perception and packaging go hand in hand. Explore creative ways to display your logo, catchphrase, mission statement or company history on your packaging.

3. Clarity

Does your packaging leave shoppers with more questions than answers? Create a clear understanding of your product with images and text. You can strategize ways to highlight your products’ flavors, ingredients and preparation instructions.

4. Functionality

There’s nothing worse than a product you can’t open, especially when you’re hungry or thirsty. Your food and beverages should be easy for consumers to access. Consider ways to enhance your package’s functionality with the following designs:

• Perforations: Eliminate the need for scissors when opening your product. Perforations on outer packaging offer a quick, clean way to open a product without spilling its contents. The designs are ideal for all users, including young kids and individuals with limited hand mobility.
• Shelf-ready presentations: Packaging designed for retail spaces keeps products organized and holds them in the ideal position to make them stand out from neighboring options. Beyond visual appeal, these setups also make it easy for shoppers to grab one item or several.
• Interactive designs: Brainstorm creative ways to increase enjoyment and convenience for your consumers. Add crossword puzzles and games to packages meant for a younger audience, or use quick response (QR) codes to link your social media and online shopping sites for a tech-savvy audience.

5. Sustainability

Today, eco-friendly initiatives could make or break your target audience’s purchasing decisions. Over 70% of younger consumers look for brands that promote environmental causes and demonstrate eco-friendly practices. You can improve your consumer loyalty and packaging when you:

• Reduce packaging: Evaluate your current packaging and identify ways to reduce the material used without compromising product protection. Consider the function of your packaging design and whether each element serves an essential purpose.
• Choose sustainable materials: Opt for materials that are recyclable, biodegradable and compostable, or plant-based. Promote the use of eco-friendly materials on your packaging, social media accounts, and website.
• Promote reusability and recycling: Let consumers know how to properly dispose of your packaging materials after use. Add recycling instructions to your package or encourage reusing the materials in creative ways.
• Evaluate and continue to improve: Stay current with the latest in packaging trends to see how your sustainability efforts stack up against the competition. Evaluate feedback from your customers and continue to refine your strategy over time.

Optimize Your Strategy With Great Northern Packaging

Great Northern Packaging is a leading provider of custom packaging solutions across many industries, including the food and beverage market. Our skilled team can help you think outside the box, use sustainable materials and practices, and enhance all aspects of your supply chain journey.

To learn more about our services, call 920-796-9512 or contact us today.