Designing Decisions How You Can Persuade With Great Package Design
If you don’t think your liquid pouch packaging design matters, think again. Here’s what you don’t know.
You have seconds to convince and convert consumers. – The race to be the brand who convinces and converts a consumer is as fast-paced as it is short. Multiple studies have found that the average consumer spends just 13 seconds purchasing a product while in the store. The Internet isn’t much better. The average online consumer spends 19 seconds making a purchase, and the majority spent less than 10 seconds. In other words, you need to be as brief and convincing as possible.
People aren’t going to pay attention for very long. – You could go on and on all day about why people should buy your product over the competitors, but the thing is, you have to be as brief and direct as possible. This is not only because consumers make snap decisions, but also because they don’t have the attention spans to figure out why yours is better. A 2015 study found that the average attention span has shrunk from 12 seconds to eight seconds. Goldfish have average attention spans of nine seconds. In other words, humans now have shorter attention spans than goldfish.
Your package’s design has more influence than you think. – People buy based on what they’re feeling, not what they know. Research shows that a consumer’s emotional response to an ad has far more influence than an ad’s content by a factor of three-to-one for television commercials and two-to-one for print ads.
Plastic pouches need to have clever designs. Otherwise, they’re just going to blend in with the rest of the products on the shelf. Your liquid pouch packaging design isn’t just some part of the manufacturing process you need to get done, it’s an opportunity to sell your products. Don’t underestimate it.
If you have any questions about liquid pouch packaging design, feel free to share in the comments.