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Packaging Psychology - How Does Packaging Influence Purchasing Decisions?

In today’s world, where products compete not only on quality but also on appearance, packaging becomes a silent salesperson. Studies show that over 70% of purchasing decisions made in-store are impulsive (Mohebbi, 2014). The psychology of color, shape, and detail therefore has a direct impact on perceived quality, trust, and willingness to buy.


Shape and Form

While color often dominates visual communication, the shape and form of packaging also play a significant role in shaping consumer responses. A study by Jiang, Gorn, Galli, and Chattopadhyay (2016) demonstrated that rounded shapes are more often perceived as friendly, gentle, and soft. That’s why, for instance, parents are more likely to choose rounded packaging when shopping for children’s products, as they unconsciously associate it with safety.

In contrast, packaging with sharp edges is associated with strength, durability, and resilience. These associations seem to be more effective in product categories targeted at men, such as cosmetics, supplements, or sports equipment (van Rompay & Pruyn, 2011). This type of packaging may also evoke a sense of prestige and exclusivity, especially when combined with minimalist design and high-quality materials.


Details – the “silent language” of luxury and credibility

Today’s consumers are increasingly aware of and sensitive to packaging quality. Typography, material texture, surface finish, and even the opening mechanism can significantly influence consumer trust - either reinforcing it or diminishing it.

For example, the choice between a matte or glossy finish can significantly affect how a product is perceived. Matte surfaces are often associated with elegance and higher quality, whereas glossy ones catch the eye and evoke a sense of modernity. Typography plays a similar role: serif fonts signal tradition and seriousness, while sans-serif fonts communicate modernity.

Importantly, these details operate on a subconscious level. A consumer may not be able to articulate them, but the brain automatically processes these signals and assigns a certain value to the product.


Color – not just aesthetics, but emotions

Packaging color is never accidental - its selection is based on psychological and marketing analyses. Colors convey emotions, values, and perceived quality even before a customer reads the label. Blue is linked to trust and safety, which is why it’s often used in pharmaceutical products. Green evokes associations with nature, health, and sustainability - which is why many organic brands favor it. Red, on the other hand, works quite differently: it stimulates appetite, increases purchase impulsiveness, and draws attention. That’s why the majority of food brands, from Coca-Cola to McDonald’s, rely heavily on red.

However, it’s important to remember that color perception depends on culture. In South Korea, for example, pink - unlike the Western association with femininity - can symbolize modernity and be positively received across various product categories.


When designing packaging, every detail must be carefully considered and aligned with the brand’s communication. At Polpak Packaging, we offer a wide range of customizable solutions, allowing you to create packaging that perfectly reflects the character of your brand.

We offer various models of dispensers, airless packaging, and atomizers - making it easy to select the right shape for your target audience and increase the effectiveness of your packaging.

You can explore the full Polpak Packaging offer in our online catalog: PRODUCT CATALOG 


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Tel. +48 22 752 34 23 e-mail: biuro@polpak.pl