Research shows that compelling packaging design influences 81% of customers to try something.
It’s Saturday morning, and you grabbed the shopping. You visited the Supermarket and started picking up the items from the shopping list. While just leaving the market, the food section grabbed your attention.
These food items had unique packaging designs, and those influenced you to buy.
Have you gone through a similar situation? How many times have you added that extra stuff to your basket because you loved the design? Or maybe it is because it is connected emotionally to influence you to make a purchase?
Probably many times, right?
According to Ipsos, 72% of consumers say that packaging design influences their purchasing decisions.
The food design labels play a key role in grabbing customer attention, communicating brand identity, and conveying essential information. In addition, it also helps to convey a brand story, evoke emotions among customers, and convey the product’s essence.
Let’s dive deep into two important elements of packaging - color, and Imagery and their role in influencing customer behavior and impacting sales.
The visuals on your food labels can stimulate brand awareness and make it memorable for your customers. The visuals often play a key role in conveying brand story values and evoke interest while being easily understood.
A good product image needs to be relevant to your brand and product story. People rely on the visual sense to determine the quality of their food. Good visuals create more appetizing feelings in the customers for example, the yellow color of McDonald’s creates more sense of appetization among their customers.
That’s why using high-quality images is important. Here are some of the ways that imagery plays in food design labels -
The positive perspective can influence customers to make purchases and foster brand loyalty. Eye-catching imagery, including high-quality photos of the food, can grab customers' attention. It creates a form of expectation about the quality, taste, and ingredients among the customers.
When the imagery aligns with the quality, taste, and brand value, it creates a positive perspective and emotional connection among the customers.
Here’s an example of ALE+ WANG Creams that shows ingredients used in making their food, which helps them to be transparent, creating a positive perspective about their food.
Good images and visuals bring a positive response from consumers. They evoke emotions and trigger memories in customers' minds. For example, when you see an image of a dog playing with his human friend on a Dog Food Design, it creates an emotional feeling among dog lovers.
The images of smiling faces generate a feeling of happiness and positivity that can help to convey your brand story and elicit emotional responses that resonate with the target audience.
In addition, the unique images can capture attention and spark curiosity, leading to emotional engagement.
For example, the Mars Galaxy Valentine’s Pack reflects the unique visuals that connect customers with those special days celebrated during Valentine’s week. The color and visuals combined to provide a unique customer experience and evoke emotional connection among them.
One of the effective ways to connect with your customers is by telling a compelling story. A story can evoke emotions, build trust, and create curiosity to know more about the product and your brand.
Images are like spice in a well-cooked meal; they convey emotions and tell stories that words cannot. In addition, images can convey core values and principles about your brand and how the food is prepared.
It can narrate a story about your brand’s journey, history, value and highlight product features that consumers can understand in depth.
When it comes to standing out from hundreds of food products on shelves, images can make all the difference. Whether you are selling your food product or grabbing their attention, visuals can communicate quick and memorable information.
Using unique visuals can grab customer's attention by showcasing product features. Features like product quality, freshness, and health benefits can help your brand build trust among the customers and convert them into loyal ones.
For example, Haldiram’s Naan pocket design uses the quality image of its product with vibrant colors and typography, providing all the required information about the product. That helps them to stand out from their competitors and grab customer's eye.
Images on food packaging create a sense of emotion and stimulate the appetite by visually representing the taste and aroma of your food. For example, the close-up shots of food while it’s streaming or dripping can evoke a strong sense of sensory response.
When customers see appealing food images, the neurosecretory protein hormone Ghrelin increases, which stimulates hunger among the customers. Make sure you use real, high-quality images with proper lighting, angles, background, and editing to make it look more appealing.
For example, the packaging design of Wok Again uses a high-quality picture of the food that you get after frying or steaming the raw food inside. It creates a sense of hunger among the customers after seeing these visuals influencing them to make a purchase.
The different colors affects human behaviour and emotions. As we know, different colors evoke different emotions. Using the right color in your food design label can help your brand grab the attention and reflect your brand values.
Of course, just choosing the color to grab attention and make them feel hungry won’t be a good idea to create demand for your product. Here is how different colors play different roles in food designs:
Red is often associated with energy, excitement, and appetite stimulation. It can create passion and evoke a sense of hunger among the customers. Brands like KFC often use red in their design.
Green is commonly associated with freshness, health, and naturalness. It is often used in labels for organic and healthy food products. Brands like Subway use green color to endure as a symbol of freshness and good health.
Yellow is often associated with happiness and positivity and stimulates the appetite. The human brain is more receptive to yellow, which communicates a sense of excitement to make its branding memorable and recognizable.
Blue has calming and trust-building effects. It is associated with reliability and cleanliness. Blue is often associated with the flavor of salt and vinegar. It portrays more trust and dependability. A brand like Oreo uses blue color in its packaging to symbolize purity and cleanliness.
White is often associated with simplicity, purity, and cleanliness. It can convey a sense of minimalism and elegance. It is one of the most used colors for dairy products because it is associated with raw material, liquid, and pure milk. A brand like Punjab Sind uses a white background to create a sense of purity of colored fluid and reflect its natural content.
With the increasing competition in the Food Industry, it becomes important for brands to stand out and attract customers from the thousands of products on the shelves.
Color and imagery play a key role in attracting customers and evoke emotions among them. It not only grabs their attention but also makes it easier for them to recognize and memorize your brand.
Need help to stand out and tell your brand story about food packaging? Keep your brand at the forefront with colors and imagery that resonate with your brand story, value, and customers. Our team can help you with remarkable food packaging design.