Packaging influences
Packaging influences consumers in a ratio of 1:3 or 2:3 when compared with their personal preferences. That’s one of the findings from a recent study carried out at the University of Miami and California Institute of Technology. 

Conclusions from the study show that the time consumers spend looking at products and their packaging is a key influencer on their final purchase decision.  Perceptual processes in the shopper’s brain happen in tandem with economic calculations - and both influence the way in which one brand is chosen over another.

Consumers were asked to choose between four popular sweet snack and candy products.  Researchers then used an eye-tracking device to analyse their eye movements and measure time spent looking at each product.  Even if consumer’s tastes had a bigger influence, a product’s visual attractiveness played a significant part in the final buying decision.

Scientists also analysed several kinds of food product packaging to determine which aspects most effectively attract attention. Researchers are then able to determine and predict product choices from consumer preferences and the analysis of packaging and eye-movement patterns.

There is an opportunity for manufacturers and brands to increase their sales by designing more visually attractive packaging that will attract shoppers’ eyes.  The study, published in the scientific journal Proceedings of the National Academy of Sciences, showed that the aesthetic aspects of products’ packaging (color, brightness, typography) influences where the shopper’s eyes will land on the shelf, the products he or she will look at and the time spent on each product.

If you want to talk to the experts about high quality, custom-made packaging, please give Cas-Pak a call.  Our focus is on supplying quality flexible barrier packaging that is accurate to specification first time, every time.  As a leading provider to the New Zealand food industry, we understand the importance of quality reproduction, design and colour integrity as well as food safety.  Cas-Pak has an externally audited quality programme that complies with HACCP principles.