What Impact Does Product Packaging Designs Have On Purchasing Decisions?

Packaging designs have a huge impact on the psychology of consumers. People are drawn to certain colours and designs, and well-packaged products are more appealing than simple cellophane wrapping.

The quality of the packaging design can affect the performance of a product in a retail environment. When products are stocked on the shelves against competitor products, it is often the packaging that stands out to buyers.

The packaging design you choose for your products should reflect your brand identity and be consistent with the colours of your logo. You also have to consider the structure and size of the packaging together with the information you include on the outside.

Why is packaging design important?

Consumers resonate with colours, shapes and patterns. They are typically drawn to products that have packaging that is most agreeable to their tastes. The features of your product packaging should therefore reflect your brand image and the audience you want to attract.

For example, if your product is at the higher end of the market, the packaging design should exude an air of sophistication, elegance and style. The look and feel of the outer layer projects the perception a buyer will have of your product.

If you wrap a product in packaging design that suggests it is expensive, but the product is intended for customers at the lower end of the market, you will lose faith in the buyer and they will not trust you as a brand.

What information should packaging designs include?

The packaging of a product should also reflect the type of product that is inside and what purpose it serves. Most packaging states exactly what the product is, and often includes an image to give customers a visual aid.

The visual images can also affect purchasing decisions. As part of the design, high-quality images can catch the attention of customers and compel them to make a purchase on the basis they like the box the product comes in.

Other than information that has to be included on packaging as a legal requirement, you could also add a tagline. This can be a statement or play on words that suggests a benefit or feature of the product.

The detail you include on your packaging can appeal to impulse buyers that like the design, and careful shoppers that are looking for something specific in the product. How the information is presented is important as you need to catch the eye of customers so your product stands out above the competition.

There also needs to be a balance. Too much information can negatively impact a buying decision because the box is too busy and shoppers are unable to work out what the product is at a glance. On the other hand, you may have an exclusive product that is packaged with a plain, unassuming design which raises curiosity.

Given the number of similar products available on the market in the modern age, product packaging designs have an extremely vital role for attracting customers. So make sure your product packaging appeals to your target audience.

Inspiration: Design Ideas For New Projects

It can sometimes be difficult for graphic designers to find inspiration for new clients – especially when it is an industry you have not explored much in the past and have little knowledge about.

Looking for inspiration for your graphic designs can also be a time-consuming task and eat into your fee. Sometimes it’s a better option to think abstract and see what surfaces. Here are some ideas we’d like to throw into the ether. See how these work out for you.

Use geometric shapes

geometricGeometric patterns are nature’s own design. There are five principle shapes from which all other patterns can be made from – square, circle, triangle, cross and spiral. Because they are natural patterns and often symmetrical, the human eye instinctively finds them appealing and they communicate to the subconscious.

If you are designing a logo, always use geometric shapes. These are the building blogs to the most effective logos – which is why all the major companies use geometric shapes, usually inspired by the artwork of ancient alchemists.

Designs from world cultures

Design concepts inspired form other parts of the world can do wonders for your graphic designs. Some people will be drawn to a symbol from another culture because they are familiar with, whilst others may be curious to know what it is. Other cultures can appear exotic and intriguing.

When you are using symbols and cultural visuals from other nations, you do have to be careful to avoid stereotypes or use the symbol out of context or it could offend people of the host nation – and cultural appropriation is hot gossip that can reflect negatively on a brand.

The stitch-in-text effect

stitched-effectIf you need to go for a modern design that requires an edge of sophistication, but appeals to a wide audience, the life-like features of the stitch-in-text works very well. You do need to choose this design wisely though.

It obviously works well with fashion, but may be considered too cliché or even a clash, so why not use it more artistically and create a brand label for a client you can imagine wearing on your clothes as a statement of expression such as a food item or sport – something that represents a person’s identity. To design a stitch-in-text check out this tutorial.

Transparent backgrounds

We’re big fans of transparent backgrounds. They are a cheat sheet for making bright and busy designs look less confusing and easier on the eye. When images are feature-rich and overwhelming, they need toning out a little.

For example, let’s say your client wants a colourful floral arrangement in the background or multiple items that cause visual chaos. These type of feature-rich displays can be masked over by using a semi-transparent second layer. It doesn’t hide the main features, but tones down the glare.

If you do need inspiration for your graphic designs on a regular basis, we recommend checking out Pinterest – and if you want to follow particular designers you feel drawn towards, check out these tips from the guys over at canva.

How To Enhance Brand Image By Promoting Brand Culture

Modern consumers don’t want to be sold stuff. If they want to buy something they will make their own decision. And the choice of company they choose to purchase from is the brand they resonate with the most.

It is therefore important to establish and a brand identity, and to build your image it is important reveal a brand culture. Let customers know what is happening behind the scenes and introduce them to your company in the real world rather than a faceless corporation with a snazzy logo.

Brand personality

To win over the attention of customers, you need a brand personality. This comes across in the voice of your content, but can also be promoted through branded content that provides customers with an insight to your business activities and events.

When you have a party, post pictures on your social media accounts with some witty captions that make people chuckle. Show your customers that you are responsible, but know how to have fun. Obviously make sure the images and stories reflect your brand so choose a suitable setting to host your party.

Introduce your staff

Although it is a good idea to introduce the key members of your team on the about us page, the little blurb box does not reveal too much. So showcase your staff in blogs with interview and news reports. You may even want to make a short video.

By that we don’t mean generic posts that say, “Hello, I’m Sam and like to walk my dog.” There has to be a story to tell. Concentrate on achievements and celebrate special events. If someone is running in a marathon or doing charity work drum up interest before the event and get your audience interested to know the results.

Show a humorous side

When people read content, they want to be entertained, so throw a few witty remarks or anecdotes into your blog articles and make the read more enjoyable.

Get customer feedback

To promote a brand culture, you need to be active on social media. So fish for feedback by asking your customers what they want to know about your company.

You can even involve customers to promote your brand culture and your products by asking them how they are finding your product. This could more risqué if the customer has a bad experience so you will need to be confident you will get plenty of positive responses.

Tell your company story

Every company has a story to tell. How did you get to where you are today? Where did you start? A brief history that reads like a Wikipedia entry is boring, so go into more detail and make it interesting.

Talk about your failures and how you overcame adversity or found solutions. When you show you have got grit, determination and ambition, customers will respect and trust you.

It is important that you create a brand image for your online business that people can identify with. Highlighting a brand culture is an effective way to support your marketing efforts and invites your customers to get to know you better.

The Psychology Of Marketing To Millennials

Millennials use the internet more than any other online generation and are subsequently changing the way brands express themselves and communicate with customers. Having grown up with mobile phones and computers in their life, the majority of millennials are much more tech savvy than most the previous generation X.

It is obvious that millennials are more inclined to shop online, stream video content and use social media networks. Yet understanding the consumer psychology of generation Y is more difficult than you imagine.

On the surface, there appears to be a conflict in terms. For example, millennials do not trust traditional advertising and prefer brands that show authenticity. Yet 82% interact with brands or retailers and 49% are happy to follow their favourite companies.

Millennial-social-media-tipsBrands with social responsibility receive a high percentage of the following, but millennials are also more inclined to discover new brands with 38% actively searching for experiences from undiscovered brands.

Generation Y are also more influenced by blogs and use brand content as a top media source before making a purchasing decision. They have little interest in TV and magazine ads and are not persuaded by marketing that feels deceptive.

What brands appeal to millennials?

Brands will find most millennials through mobile devices although consume more content across multiple devices than any other generation. The favourite hang outs are social media networks and 62% report they are more inclined to purchase from brands and become a loyal customer when there is engagement through social networks.

So what content is generation Y mostly drawn to? They prefer content that is personalised towards their own interests – both in-store and on digital platforms. This is why consumer data is vitally important to analyse and act upon. Misplaced advertising is treated with contempt as millennials do not waste their time with brands that send them offers for products they have no interest in.

The reason for that is because millennials are particularly cash conscious and can only afford to spend money on things they need; clothes, foods and services, although socialising is where a good percentage of their money goes. They have little left for luxuries.

Brands that offer economy rates and good value for money can capitalise on the psychology of young shoppers, but the most successful brands targeting this age bracket are companies that produce goods with social or environmental benefits.

One of the biggest surprises is that millennials are not persuaded by advice given by industry experts. Their purchasing decisions are mostly influenced by family, friends and strangers on peer review sites and celebrities, particularly when it comes to lifestyle choices and apparel.

The consumer buying habits of generation Y is changing the way marketers have to consider marketing strategies and the type of content you publish. Whilst millennials look inwards and prefer personalised services, they are also highly conscious of the world around them and care about social and environmental issues.

How A Logo Sways Consumer Decisions

When you hear the name of a leading brand like Apple, Nike, Starbucks or Mercedes, the first thing that comes to the mind’s eye is probably the logo.

This is because logos have a psychological impact on our sub-conscious mind. But not only that, the shapes and use of lines within a logo can impact on the purchasing decision of consumers in various ways.

Purchasing decisions mostly rests on trust, and logos communicate emotional values that can determine whether or not people trust your brand.

It’s a complex scenario, but several studies conducted over the last few years have determined that the shape and colour of a company logo has an overbearing affect on how consumers perceive a company.

The psychology of logos

Psychologists and marketers have discovered that the sub-conscious mind responds better to logos that include geometric shapes. Circles, ovals, ellipses, squares, triangles and hexagons.

The patterns contained within logos evoke an emotional response which creates a perception of a company – rounded shapes are associated with comfort whereas flat edges are associated with things for practical use.

These perceptions are formed by the sub-conscious mind based on our experiences and what we see around us on a daily basis. Cushions and pillows are soft and typically rounded, whereas bricks and knives are angular with hard edges and serve a specific purpose.

What do shapes in logos mean?

If you study the logos of all the major corporations, banks and institutions, they all have appropriate logos and are based on sacred geometry. That’s because the designers of these logos understood the psychological impact these shapes have.

And now, so can you:

CWM portfolio thumbnail image-positive pathways beautyRounded edges:

Circles, ovals and ellipses tend have a personal emotional responses as they are associated with feminine qualities; warmth, affection and trust.

You may have noticed web designers are rounding off corners on straight-edge shapes such as squares and rectangles – most notably on call to action buttons and buy buttons. Have you ever wondered why that is?

Property Expert PartnershipStraight edges:

Squares and rectangles are best used by companies that offer a practical service or product. Hard edges imply stability, reliability, strength and efficiency.

Triangles on the other hand are typically used by government authorities, religious groups and law makers as the triangle has an esoteric meaning of power. The triangle symbolically represents the number three which is the number of manifestation – it makes things happen.

Tech companies tend to use hard edges with the softness of rounded corners. This portrays innovation and dynamics combined with a friendly product you can trust. After all, the majority of people love technology gadgets.

CWM portfolio thumbnal image-kent detoxHorizontal/vertical lines:

The former suggest tranquillity and calmness and are often associated with community connections. Vertical lines on the other hand have associations with strength, hierarchy and aggression.

A logo defines the perception of a brand. When designing a company logo, put some thought into how people will associate your brand based on the geometric shapes.

If you are not convinced that geometry makes a difference, study the corporate logos of every major company you like and take note of the sacred geometric shapes.

What Is Brand Image and Why Is It Important?

Branding is one of those sly little tactics companies use to seduce customers. Actually, it’s not sly. A brand image is a necessity. This is how you bond with customers and build lasting relationships.

In our line of work, we come across many small business owners that are sceptical about branding. To a degree, this view is understandable. Many small business owners do not feel as though they can justify the expense for branding.

However, our experience of developing brand images gives us an insight business owners don’t always have. Branding pays for itself. It is through your brand image that you draw a line under what your business is about so your customers know you are right for them.

What is brand image?

A brand image is the perception you want to give customers about your business. There is an element of courage required as you need to define your target audience and then communicate effectively with them.

But essentially, your customers need to feel an emotional bond with your business. They need to feel your business fits their ideals and life style choices and that you can provide benefits that will make their life a little bit better.

You also want your customers to know which of their friends or work colleagues will appreciate your products and services. Word of mouth advertising still has the most pulling power and ideally you want to overhear a conversation that goes something along the lines of: “Ooh, do you know who will like this place…”

Developing a brand image

ZC-portfolioThe first rule of developing a brand is to determine what your clients want. So write out a list. The first item on your list should be trust. The second should be experience.

Consumers are more inclined to purchase from brands they trust and if they enjoy the experience they are more likely to return. This is where the bonding process we touched on earlier comes into play.

A brand image goes beyond products and services. It should encompass your entire business including the colour scheme, pricing, messaging, sales and everything in between.

You therefore need to be clear about who your audience is, what you want to say to them and how you should say it. Developing a brand personality in your online voice and offline appearance has an important role to play in defining your brand image.

Communicating your message

Communication in the modern world comes in various forms. Online platforms such as websites, social media platforms, industry magazines, review sites, mobile apps, SMS, landing pages, face-to-face interactions etc all contribute to your brand image.

You need to be clear about how you want customers to perceive your brand image as every communication shapes their view of you. Therefore, your brand image should always be reinforced so that opinions about you do not change. Remember the trust factor?

You have more to gain by developing a brand image than you have to lose. If you haven’t already considered branding or you’re not sure where to start, get some help from branding experts.

Design Tips From the White House!

Being creative director at the White House is one of the most high profile jobs in the design industry. Until just a few weeks ago, the person in charge of the President’s creative output was Ashleigh Axios. Tasked with “conceiving and managing the execution of projects to engage the American public about Obama’s policies – as well as presenting the US President in a favourable light”, this is a job not for the faint hearted.

Make your content engaging

shareIf there’s one thing that governmental design has to be, it’s engaging. The projects that Ashleigh Axios was working on were designed to connect with the public, explain policies and make the American people feel included and involved with the work the President was doing.

When President Obama revolutionised the American healthcare system, the creative team at the White House had him explain the changes and the new system on a popular YouTube show. This made the policy a lot more accessible to everyday people and made the changes seem more human and more relevant than if they’d been announced from a podium in front of the press.

Create a diverse workforce

In order to appeal to a diverse audience, you need to have a diverse workforce. The Obama administration was the first to include interns from the opposing party in its design team. Though they kept these Republicans well away from the Twitter account, this enabled the designers to come up with ideas that would appeal to a wider cross section of the public.

A diverse workforce is also better able to innovate and come up with new and exciting ideas, two things that can make a big difference to the quality and the effectiveness of your output.

Don’t be afraid to have fun

Though many of the design projects carried out by the creative team at the White House are serious and important, they haven’t shied away from poking fun at the President and the administration when appropriate.

Playing with your brand and being brave enough to make fun of your organisation is a great way to show a more human side of your company. It also shows that you have confidence in your business and that you have a strong corporate identity.

Embrace your mistakes

Whether you’re the head of a local design company or the President of the United States, mistakes will happen. Owning up to your errors and learning from the things that didn’t go quite right with help you to grow as a professional and ensure that the decisions you make in the future are the right ones.

For more design tips and ideas, have a look around our site today.

What Do Colours Really Mean And Does It Matter?

When you look at a colour what do you think?

If you are like most people you will ordinarily like it, or nor like it. Or you might be indifferent. This is what your conscious mind thinks.

Yet colours are much more powerful and have a resonating affect on our sub-conscious mind – the mysterious unconsciousness we have within us that stirs our emotions. It is the sub-conscious mind that colours communicate with. Therefore colours have an affect on how we feel whether we are consciously aware of it or not. Furthermore, every colour emits a different emotion.

Why some colours evoke emotion

Psychologists say colours are rooted in your experience and culture. This revelation comes as quite a shock to many people despite knowledge of colour psychology kicking about for thousands of years. The ancient Egyptians and the Chinese used colour for therapeutic purposes.

Modern day researchers are rediscovering this phenomenon. Studies show that colour has an effect on mood, feelings and behaviour. And major corporations know colours influence purchasing decisions.

Have you noticed how banks often use blue in their colour scheme? This is not a coincidence. Supermarkets use orange or yellow. There is a reason for that. It’s the same reason fast-food chains use red in their brand logos.

Bright colours stimulate your sub-conscious and compel you to act hastily. There is something sexy and racy about red that burns us with desire. There’s a reasons the high street’s turn red in the lead up to Valentine’s day.

Why colour is an important part of design

The reason fast-food restaurants and supermarkets use red, yellow or orange is because they evoke a sense of urgency. There is something in our sub-conscious mind that compels us to act hastily when we see bright colours.

You may notice that a lot of eCommerce sites also include bright colours. Buy buttons on websites are often orange, yellow or bright green. That’s because web designers understand the psychology of colours.

Now think about social media networks. What colour springs to mind? Are you thinking blue? The leading social networks all feature some form of blue in their logo other than Google+… but Google includes blue in its company logo.

This is because blue creates the sensation of trust, security and authority. This is why the NHS and numerous insurance companies use shades of blue. Look around and you will find an emerging trend in colour association.

So do you still think colour psychology is a load of old nonsense?

If you do, then you are probably not evoking the emotion you want in your customers. Does the colour of your logo and website reflect how you want customers to perceive your brand?

The colour and design of your website, logo and marketing materials have more sway over your audience than you may think!

Awesome Examples of Packaging Design

The packaging of a product plays a huge part in creating its identity and making it attractive to its target audience. Done well, packaging can transform an everyday product into an iconic piece of design, making the contents even more attractive to prospective buyers and ensuring the product a place in design history.

Though it takes a little more time, imagination and creativity to come up with original and innovative packaging design, the extra effort you or your marketing team put in will be well worth it when your product hits the shelves. To get inspired and get your creative juices flowing, here are a few examples of outstanding packaging design.

Parmesan pencil

parmesan-pencil

Sometimes an idea makes so much sense, it’s hard to believe no one else thought of it before. If you like to enjoy your parmesan in thin, delicate sheaves, this original packaging design will suit you perfectly.   

Moulded into the shape of a pencil, the parmesan can easily be shaved from the stick using a special ‘sharpener’. Incredibly effective and easy to use, this tasty piece of stationery will transform meal times forever.

Fruity toilet paperfruity-roll

The perfect product for anyone who wants to add a bit of colour to their downstairs loo, this fruit themed toilet paper transforms a functional, everyday product into a fun interior design accessory.

air-shoebox

Air Shoebox

The perfect shoebox for Nike Air Trainers, this innovative design may not be the most environmentally friendly piece of packaging, but it does help the product to really stand out from the crowd. Helping to create an even stronger brand image, this unique shoebox is a great example of conceptual packaging design.

 

 

Fitness-inspired shopping bagshopping-bag

Sometimes the simplest ideas are the most effective.This fitness-inspired shopping bag is a great example of how a creative mind can transform the look of a product with just a single image.

Turning a standard bag into an interactive piece of art, this clever twist will help keep the brand, and the product, in shoppers’ minds for longer.

 

Which Bug’s a Bug?

CWM Brand portfolio-Bush GrubWhen designing the packaging for these Bush Tucker Trial inspired chocolates, the team at Clockwork Moggy used many of the innovative and creative design techniques we’ve looked at.

Using the same colour scheme that viewers of I’m a Celebrity Get Me Out of Here will be familiar with, and incorporating a bright, bold splash of jungle imagery, we’ve created a fun and eye-catching range of products.

To find out more about our packaging or graphic design services, have a look around our site or get in touch with a member of our team.

A Taste of The Most Successful Rebrands of All Time

Telling customers that your business has new drive, new energy, a new direction and proving that you’re ready to commit to your corporate future, a rebrand can work wonders for companies looking to show the market place what they’re made of.

More than just a new logo, a successful rebrand involves changing the way that customers, suppliers and clients think and feel about a business. To show you just how powerful a rebrand can be, here are some examples of the most successful campaigns of all time.

Apple

300px-Apple_logo_Think_Different_vectorized.svgTeenagers today probably don’t even remember a time when Apple wasn’t the be-all and end-all of electronics. However, in 1997 the company came perilously close to bankruptcy with rivals like IBM, HP and Dell making life difficult for the brand.

Apple’s fortunes were turned around by chief executive Steve Jobs who launched the company’s ‘Think Different’ ad campaign. Encouraging consumers to see the brand as a lifestyle choice rather than an electronics company, the tech giant managed to convince its customers that they’d be more individual, more creative and more stylish if they invested in their products.

Today, Apple is worth an estimate $1tn and has become the go-to brand for technophiles across the globe.

Stella Artois

For years Stella Artois was associated with lager louts, hooliganism an88a80868-7753-4684-b3ec-672e2d0f6d19-1020x612d domestic violence. Few self-respecting drinkers would touch the beer and its reputation as a quality beverage was through the floor.

Fast forward a few years and Stella has completely changed the feel of its brand. Now marketed as the ‘reassuringly expensive’ beer, Stella has gone upmarket, creating a range of weaker brews and more interesting special additions to attract a new type of drinker.

Burberry

tumblr_inline_n1rvf1KGOh1syqrdvLike Stella Artois, Burberry’s image was badly affected by the hooliganism of the 90s and noughties. In fact, the company’s distinctive print was so closely associated with violence that it was banned in pubs up and down the country.

 

 

burberry-iconic-british-luxury-brand-est-1856-4Burberry managed to rebrand its image by buying back the licences it had sold to other companies allowing them to use its print. Burberry has also hired a number of high profile faces as brand ambassadors, with Emma Watson and Cara Delevingne both representing the company.

This effectively made Burberry exclusive again, ensuring that its name and image were used on only the most fashionable products.

Lego

2000px-LEGO_logo.svgCompared to games consoles, tablet computers and smartphones, Lego is low tech to say the least. The fact that its still able to compete with its electronic rivals is down to a well timed rebrand and a clear corporate message.

Having faced bankruptcy in the late 1990s, the brand decided to refocus its product range, concentrating on its basic building bricks and creating a dedicated following in the process. So when it brought out its own film in 2014 it was receive very warmly.

As well as a clear mesthe-lego-movie-logosage and a great logo, a successful rebrand also needs to involve a strong social media presence and carefully thought out strategy. Get all of these elements right, and there’s no reason why your company can’t turn over a new, lucrative leaf of its own.

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