The Psychology of
Packaging
How to choose the right size, shape, and material of your product’s packaging.
Size
Tall Packages Seem Larger
Customers use height to estimate sizes.
Tall Packages Seem Healthy and Luxurious
Tall packages seem healthy because they remind customers of a tall and slender person
Wide Packages Seem Heavier
Heavy objects are stable, so customers erroneously believe the reverse: Stable objects are heavier.
Small Packages Seem Dense and Powerful
Customers falsely believe that these ingredients have been merged into a denser format.
Shape
Round Packages Seem Sweet and Feminine
Angularity seems masculine, while roundness seems feminine because of evolutionary roots (e.g., female bodies are more curved).
Maintain the Full Shape of Your Package
Any missing section makes a package seem smaller and less desirable.
Transparent Windows Convey Freshness
This food feels closer to the environment outside the confines of the package.
Material
Remove Packaging From Fresh Products
An unbagged assortment of carrots will seem fresher than a bag of carrots.
Matte Packages Seem Healthy
Food in a glossy package seems fattier.
Rough Textures Seem Masculine
This texture resembles the abrasive nature of a masculine gender.
Glass Seems Better Than Plastic
Customers prefer products in glass (vs. plastic) packaging.
Design
Unknown Brands Should Invest in Packaging
Customers will select a new (and more expensive brand) if the packaging is beautiful.
Show More Product Units on the Package
More units on the outside? More units on the inside.
Display Realistic Images for Emotional Products
Realistic images are more enticing.
Place Heavy Products in the Bottom or Right
Products seem heavier in these locations.
Choose Light and Natural Colors for Healthy Products
Dark colors seem heavy, while light colors seem...light, as if they're easier to lift.