How Product Packaging Influences Buying Decisions [Infographic]

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A shopper paces the aisle, looking at one laundry detergent after another. All offer essentially the same thing: clean clothes, fresh smell, easy pour ...

So how does a shopper make a decision to buy one over another?Is it the color of the bottle, the price, a familiar logo? Does she spring for the brand her mother is loyal to, or does she care more about a brand with a phosphate-free formula and environmentally friendly packaging?

There's too many options and not enough time for shoppers to takeallthe factors into consideration. To make this easier, our brains rely on recognition of brands, colors, icons, associated emotions, and images, all of which ultimately reduce the cognitive load required to make a decision. Using these cues enables us to act quickly.

通过理解为什么我们购买和背后的科学how we buy, brands can create packaging that connects with the undecided consumer.The Paper Worker created the below infographicto outline how typography, color, and icons affect the buying process -- and why special attention to product packaging needs to be a priority for any brand.