Role of Emotion. Underlying these processes is a philosophy that demonstrates how we create packaging that sells: Capture the consumer’s attention by capturing their emotion and you will capture their sale.
Is it always really that simple? Not entirely, obviously. But consider these points. First, people everywhere respond when something touches them on an emotional level. Compelling packaging that reaches consumers emotionally causes them to interact with that product. Secondly, consumers commonly associate packaging—the “clothing”— with the product. It is what they see on the shelf and what they buy. So, the “clothing” had better be a good fit. Finally, consumer research shows that more than 80% of grocery purchases are made on impulse. You want to be sure your packaging is working its hardest at the point of sale. Other factors, such as pricing, displays, couponing, and advertising, impact sales. But increasingly, a sale is predicated on the 2.5 seconds when the consumer pauses to consider the product. That is when the package has to work.