The magic of first impressions – how se make subconscious decisions
Have you ever wondered why some products immediately catch your attention? Psychologists claim that we make decisions in just 3-5 seconds-about the time it takes to blink! Studies by Benjamin Libet in the 1980s revealed that our brain starts planning an action before we even consciously realize it. It’s as if we have an internal “autopilot” responding to external stimuli. In the context of packaging, this means that aesthetically pleasing and intriguing packaging can subconsciously entice us to take a closer look at a product. In this article, we will explore how packaging influences our senses and subconscious decisions, based on research and real-world examples.
Senses in action – how we perceive packaging
Our senses are like an orchestra playing a symphony of impressions. Each sense contributes uniquely to how we experience the world, including product packaging:
- Sight – This is the dominant factor in most purchasing decisions. Nielsen’s research (2016) shows that 93% of our choices are based on what we see: color, shape, graphics. Imagine packaging in a vibrant, eye-catching color, it immediately stands out, doesn’t it?
- Touch – The texture of packaging matters greatly. A smooth, velvety box conveys luxury, while rough paper suggests naturalness. Studies by Hagtvedt and Brasel (2016) confirm that touch influences the perception of quality. Holding packaging made of soft, pleasant material instantly creates a different experience.
- Smell – Although packaging itself usually plays a subtle role in scent perception (unless infused with fragrance), smell strongly affects emotions and memory. Research by Spence and Smith (2010) and Herz (2009) demonstrates that scents create strong brand associations. Many retailers, especially in fashion and home goods, use scent marketing to enhance the shopping experience and encourage longer store visits, which can increase sales.
- Sound – The sound of opening a bottle or the rustling of a wrapper also shapes our perception of a product. Research by Hagtvedt and Brasel (2010) and Schmitt and Simonson (1997) shows that sound can reinforce feelings of luxury or freshness. Think of the signature “click” when opening a high-end perfume bottle.
Research speaks for itself – what really works
To better understand how packaging influences purchasing decisions, neuromarketing studies, including eye-tracking (ET), were conducted on perfume sample packaging designed by Purells Innovative / Burgopak Poland.
Eye-Tracking Study (2022, ASM Neurolab)
This study analyzed the eye movements of respondents while examining different perfume sample packaging designs. The study provided valuable insights into how packaging design affects purchasing decisions and brand perception.
Key findings include:
- Packaging No. 1 – Luxurious, exclusive, and perfect for a premium brand
This high-end, sophisticated packaging design dominated the study, delighting participants. It was seen as ideal for a premium brand, reinforcing the idea that high-quality design is crucial for luxury products. Such packaging not only attracts attention but also enhances brand prestige, becoming a vital part of marketing strategy. In this case, aesthetics, finishing details, and the sense of exclusivity were key to positive consumer perception.
- Packaging No. 2 – Eye-catching but raises concerns
This larger, elongated package with a creative sliding mechanism attracted respondents’ attention for the longest time. Its unique form stood out among other designs. However, while participants appreciated its originality, some expressed concerns about its practicality due to its size. This suggests that an unusual shape and mechanism can help a product stand out, even if it involves some compromises in functionality. The key is to ensure that, despite potential usability challenges, the packaging remains memorable and attention-grabbing.
- Packaging No. 3 – Standard but eco-friendly
This packaging was considered visually standard and not particularly distinctive. However, it gained positive recognition for its eco-friendly design, using minimal paper. This result highlights the growing importance of sustainability in purchasing decisions—consumers increasingly value environmentally friendly solutions. While this packaging didn’t stand out visually, its sustainable approach added value, particularly for eco-conscious shoppers.
Online Survey (CAWI) – 594 Women (Aged 18-59)
A parallel CAWI survey provided quantitative insights into female consumers’ preferences regarding packaging.
Key findings – what this means in practice
The research provides valuable insights into how consumers perceive packaging, especially in the cosmetics and fragrance industries:
- Packaging matters – 72.7% of women pay attention to it – As many as 72.7% of the surveyed women admitted that product packaging is an important factor when shopping. This is a surprisingly high result, which proves that design and the appearance of packaging play a significant role in the decision-making process. But what exactly makes packaging so important? In the case of cosmetics and perfumes, it is the packaging that serves as the product’s ambassador. Often, it is packaging that determines whether the consumer will decide to make a purchase or how they will assess the product before even experiencing its qualities.
- Cosmetics and perfumes – Cosmetics and perfumes – aesthetics in the spotlight. Interestingly, packaging is most important when it comes to cosmetics and perfumes. As many as 73.4% of the surveyed women agreed that the packaging of a cosmetic product matters, and among younger consumers (aged 18-24), 77.3% stated that the aesthetics of perfume packaging are crucial. This shows how much importance they place on the appearance of the product before deciding to try it. Therefore, it’s worth investing in a unique design that will make the product stand out from the competition. Packaging becomes the first step in sparking interest and desire for the product.
- Packaging influences price perception – Research also shows that packaging influences the perceived value of a product. 48.3% of the respondents admitted that they are willing to pay a higher price for perfume if it is packaged attractively. What does this mean in practice? Well-designed packaging not only catches the eye but also justifies the higher price of the product. An elegant perfume bottle, a unique cosmetic design – these elements make the product seem more luxurious, and therefore, more desirable. It’s important to keep this in mind when designing premium products, where packaging aesthetics play a role in building prestige.
- Interesting packaging is a powerful marketing tool – Packaging is not just an aesthetic element, but also an effective marketing tool. As many as 82.7% of the surveyed women believe that interesting packaging encourages them to make a purchase. In the case of gifts, this percentage is 75.4%. This shows how packaging influences purchasing decisions and how important a role it plays in brand communication. Good packaging is more than just a pretty appearance – it’s also the way a brand communicates its values, emotions, and mission. Therefore, investing in creative packaging design is not only a way to attract consumers’ attention but also a way to distinguish the brand in the market.
- Samples act as brand ambassadors – Let’s not forget the role of sample packaging. 69% of the surveyed women admitted that an attractive sample packaging of a perfume can influence the decision to purchase the full-sized product. Samples, which don’t necessarily have to be less aesthetically pleasing than their full-sized counterparts, serve as the brand’s “ambassadors.” They provide consumers with their first impression of the product, which is why it’s important to ensure they are attractive, functional, and well-presented. If the sample packaging is interesting, there is a good chance that the customer will opt for the full-sized version.
- Packaging as a “preview” of the fragrance – An interesting insight from research is that the packaging of a perfume sample can reveal a lot about the fragrance itself. Based solely on the appearance of the packaging, consumers can often determine whether the scent is elegant, fresh, or oriental. This makes packaging a crucial communication tool—it introduces consumers to the world of the fragrance even before they smell it. This phenomenon is particularly significant in the perfume industry, where packaging can convey essential information about the character and style of the scent.
Practical tips for cosmetic brands: how to design packaging that captivates?
Designing cosmetic packaging requires considering multiple factors – from aesthetics and functionality to brand consistency. Neuromarketing research provides valuable insights into creating packaging that not only attracts consumers’ attention but also influences their purchasing decisions.
Here are key principles to consider when designing packaging, especially for cosmetic samples:
- Create the “wow” effect – First impressions matter. Bold colors, unconventional shapes, or surprising opening mechanisms can capture attention and spark curiosity. Packaging should be more than just a container – it should engage the consumer and encourage interaction. Sliding mechanisms, hidden compartments, or interactive elements can surprise the customer and make the shopping experience truly unforgettable.
- Build emotional associations – Packaging is a powerful tool for shaping emotions and perceptions of a brand. Luxurious finishes, elegant typography, minimalist designs, and refined details all contribute to making a product feel exclusive and desirable. If your brand embraces sustainability, consider using natural materials and a subdued color palette to reinforce associations with an eco-friendly approach and authenticity.
- Align with brand values – Visual consistency with brand values is key to success. Packaging should not only be aesthetically pleasing but also reflect the company’s mission. For brands focused on sustainability, it’s worth considering eco-friendly solutions such as reducing material usage, incorporating recycled materials, or using biodegradable elements. These efforts will attract environmentally conscious consumers and enhance the brand’s image by demonstrating a genuine commitment to the planet.
- Engage the senses – Perfume packaging should stimulate all the senses, not just sight. The texture of the packaging – whether smooth, rough, or velvety can emphasize the brand’s character and enhance the consumer’s experience. The sound of opening the package, such as a distinctive “click,” can become a signature feature that sets the product apart. A subtle scent from the materials used, like paper infused with natural essential oils, can enrich the experience and make the packaging more memorable. All these subtle details contribute to a unique atmosphere that shapes the perception of the product.
- Communicate the essence of the scent – The packaging must be in harmony with the fragrance it holds. Its colors, graphics, and form should reflect the character of the perfume – whether it’s fresh, floral, oriental, woody, or otherwise. Packaging serves as a visual representation, offering a first impression of the scent before it is even experienced. For this reason, the design should perfectly complement the fragrance and create a cohesive message. For example, a citrus scent should be enclosed in bright, energizing packaging, while an oriental fragrance would be best suited to an elegant, dark-toned design.
Conclusion
Packaging as a key branding element
Packaging is a crucial component in shaping a brand’s image and serves as the first “touchpoint” between the customer and the fragrance. A well-thought-out design not only captures attention but also influences purchasing decisions and fosters long-term brand loyalty. Studies clearly show that consumers, especially women, place great importance on packaging, with its role being particularly significant in the perfume and cosmetics industry. Investing in high-quality, aesthetically pleasing, and functional perfume sample packaging is a strategic decision that can yield substantial benefits for brands.
To learn more about packaging trends in the cosmetics industry, read the article: New Trends in Cosmetic Samples – What You Need to Know.
? ASM Research – What Kind of Packaging Sells a Product?
? ASM Research – Does Packaging Matter?
