How Does Packaging Influence Purchase Decisions
Updated: Sep 1
Packaging is the last opportunity for marketers to make an impact on their customers.
Product packaging gives businesses the chance to communicate their mission visually
to customers. As well as the platform to position their product better than any of their
competitors. In the modern world, this is fundamental to a products success or failure
due to the ever-growing number of alternatives presented in the supermarkets. As such,
from a simple search, Sainsbury’s holds 446 different types of shampoo and
conditioner, all competing to attract the customer, with only naked eye of packaging to
differentiate them. Amidst competition rising and an estimate of 60-70% of purchasing
decisions being made in store, it has become apparent that product packaging is one of
the best marketing tools to influence and directly communicate with customers.
(JH Davenport’s Label – Tesco)
Did you know that one-third of all purchase decisions are made based upon the
packaging of the product? Yet the customer leaves home with the intention of buying a
product serving an exact purpose but with no strict decision on the brand. So, what
makes one brands packaging better than the next? The final purchase decision could
be the result of many factors. JH Davenport’s Printers have designed a 3-step flaw-
proof plan to attract the customer’s attention through packaging.
Step 1: Colour
When attracting customers attention colour is a significant factor as most marketing
experts highlight that the colour of packaging can affect the customers mood and even
the likelihood of purchase. For example, during sales businesses often use red labels in
order to connote a sense of urgency, whereas if a business wanted their products to
come across as luxurious, they may use silver foiled labels (e.g. shown below).
(JH Davenport’s Label – Due Sorelle Premium London Dry Gin)
Step 2: Comprehensive and Striking Typography
Another important consideration of label design is font choice. The text on a product is
used to tell the customer the benefits of the product, the ingredients and possible
warnings. If the text is illegible or lacks flow, then customers become impatient and are
likely to move on to the next product. Therefore, by using clear, concise and informative
text the customer will choose your product.
Step 3: Packaging Layout
52% of online customers said that they would return if their packaging was of premium
quality. Label design has a big part to play in this, as customers are likely to repurchase
unique, interesting, well designed labels. Will you use swing tags, foil labels or peel and
reveal labels to make your products more eye-catching?
At Davenports we use spot colour technology to ensure the colours of the custom labels are exact
to what our customer wants, this is then printed using digital printing creating eye-
catching custom packaging. Giving your product the attention to detail it needs in order
to stand out on the shelf!
Davenports understand the importance of the clarity of chemical labels, through the
strong adhesive used in our permanent hazard labels it will ensure the label is the best
quality and won’t come off unless you want them to.
Label design is important to our customers and therefore it is important to us. Whether
your design is custom swing tags, adhesive labels, foil labels or peel and reveal labels, we are
here to provide premium label printing in order to do your design justice.