Fall 2020


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of psychological stuff going on when we see a package on the shelf in front of us and we subconsciously assign perceived value. Products that are packaged thoughtfully, with the consumer experience in mind, have the power to make us feel so good about the brand that we associate an even higher value to the purchase simply because of the packaging. That is, we respond emotionally to it. “Our psychological response is triggered when we’re able to touch and feel the product and its packaging before we buy it,” Strull says. “Once we touch it, we subconsciously begin to feel as if that object already belongs to us and, consequently, begin to attribute value to it. It’s what’s called the endowment effect.” To achieve this emotional connection,


brands must first understand what beliefs, values, and design trends resonate with


their consumer base. Getting back to basics has been a trend we’ve seen in which designers and brands have gravitated toward uncluttered minimalism that puts the focus on what really matters: brand transparency and messaging that has no reason to hide behind cluttered graphics. “Today, I see minimalist design working best in the direct-


to-consumer scenario,” Strull says. “It has plenty of appeal on Instagram, Snapchat, Pinterest, and other social media channels, which is the way a number of people are shopping these days.” She believes, however, that flexible


Choosing the RIGHT COLOR for your packaging design


IS CRITICAL.


Check out our infographic to learn how colors influence perception.


ICOLOR The Impact f of IN PACKAGING DESIGN


Color is an integral part of product packaging. It triggers involuntary thoughts, feelings, and emotions about your product and can directly impact the purchasing decision.


red


ATTRIBUTES: Energy, Action, Excitement, Passion, Strength


Darker shades are linked with products that are luxurious and have high perceived value. Lighter shades are associated with products that are lively, energetic, but can be thought of asf


having a lower perceived value. Red is a very


emotionally intense color and has been shown to prompt impulse buying.


blue


ATTRIBUTES: Strength, Honesty, Dependability, Harmony, Serenity


Blue is one of thef


and reassures, promoting feelings of trust,f tranquilityy. Brightness is key


safest colors to use in packaging. It soothes security, order, and appeal


key. Darker shades of bluef


to older audiences and support a professional, serious, conservative perception off a product T


modernlitho.com/packaging-colors Scan the QR code


the blue,, the more creativve the phe produroducto ct is perceivi ed to be Vibrant hues appeall to younger customersers.


or register at: Phy sugg message orange


ATTRIBUTES: Fun,, Adventurous,, Friendliness, Optimism


Psychology id tifi sociabil


Adding a seconda toto sug


sugges reliabsuggest reliabi


uggest reliabi e and


identifi dentifies orange with


attract a younger (or young at heart)) group. Orang suggest afforda


can givev the impression off cheapness and pooro quality. Addi


ibi ity.y Its livelyy energy fordabilitytyy, but d


eliabi ity a d d increas


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abillittty and t trustworthinesst cre


creassease the perceived va e


he kipackaging (i value


(i.e. dk ) can change gy is suited fo compani


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bu not without risk as variations of orangef the


ve design a exceptiand except AT Ti i ATT


TTRIBUTE Puri


PuriPur ur


Turquoise iss calicalming agin


calmin calm alm callmina mi almi


esign can iklquicklyuic black strengthens cons


conservative calming alminlmn —conveyi


communicationtiion.ion. It’son. IIt a choice packagin velsse a


levels and inspires positiv gende


ch n the


both gbth genders. Adding a seconda di n


ging.ng IIt calmslmss emotionotmo Ad


hange th e look,


o uc . The lighter and softend softer be.


er ng yellow


ATTRIBUTES: Fun, Optimism, Joy, Energy, Originality, Innovation


Yellow packaging is generally targeted at children and adolescents. It is excellent for products that aim to make people happy. It is considered to be an unstable and spontaneous color, so avoid using yellow if youf


want to suggest stability and


safety. It stimulates mental activity and generates muscle energy, and in packaging, yellow suggests either something original and innovative or an inexpensive, fun product.


purple


ATTRIBUTES: Fun, Optimism, Joy, Energy, Originality, Innovation


Purple is used by brands that are more of anf a necessity. With purple being the union of bodyf f


n


g gold or silver accents can add a sense excep onal quality.


turqu ivve tthoughthoug ense


indulgence than and soul, it is


appropriate for packaging of holistic products and anything to with the intensi


do with spirituality. It also evokes imagination in consumers by combining the stability of bluef Adding


ense of exclusivity


ten ty off red. f


ns turquoiquoisuoise


UT S: Calmness Purit


Purity Reenurity Reenerrity, Ree conve inveyi geyiy ng claritlarit


eener rit


itty of lmness Clarity larity of tthought ou ough


the appeall of turof tturq k, adding dark


to your tu qurrq


ce cololor for health-related s,s recharge ou


ark blue ma ak ake ake


ealth-relath related productduct es the spirit, resttorererestore


ugh . It is generally suitabl aryy colorc


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yo packaging turquoise: adding mak


makes it more


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packaging has not followed this minimalist design trend. “We’re seeing a lot of rich imagery and shine: different films, substrates, and holographics,” Strull says. “It’s definitely not minimalist; it feels premium.” Brands that employ these design strategies and present their products through social media need to ensure that the value someone perceives online is congruent with what that person receives in their home. That is, if it looks premium on Instagram, it needs to feel premium when it arrives—with all the embellishments, metallics, and heavy paperboards that the Instagram post implied and now the customer expects. When it comes to luxury goods, the


experience the consumer has with the packaging must be unique and help tell the product’s story. Strull says that too many brands think only about the visual sense, but the sense of touch and the evocation of emotion from that experience are vital in the world of luxury goods. Recently, she has observed an increase in elegant contrasts and luxurious textures. “The ever elegant,” she says, “is becoming increasingly popular.”


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