Why Packaging Matters More Than You Think
Imagine walking through a supermarket and picking up a yoghurt you've never tried before. With no prior experience of its taste, your brain relies on visual cues, like the packaging, to form expectations. If the packaging looks strong and bold, you might assume the taste is intense. If it's soft and rounded, you might expect something milder and creamier.
This phenomenon is called cross-modal correspondence: Where one sensory experience (like sight) influences another (like taste). The research explores how shape and colour impact consumer expectations and actual taste experiences.
The Power of Shape: Angular vs. Rounded Packaging
One of the most striking findings from the study is how shape influences taste perception. The researchers tested different yoghurt packaging designs, some angular, others rounded, and found that:
Angular packaging is associated with strength, boldness, and intensity. Consumers expected (and experienced) a stronger, more potent taste when the yoghurt was presented in an angular package.
Rounded packaging, on the other hand, evoked feelings of smoothness and mildness. Consumers perceived the yoghurt to have a softer, less intense taste when it came from a rounded package.
For brands, this means that the structural design of packaging is just as important as the ingredients inside. If you’re selling a product meant to be bold and powerful, like a strong coffee or a spicy sauce, consider using sharper, angular packaging to reinforce that perception.
The Role of Colour: How Saturation Affects Taste Perception
Colour is another powerful element that shapes consumer expectations. The study tested yoghurt packaging with varying levels of colour saturation (from highly saturated to more muted tones) and found that:
⦁ Highly saturated colours were perceived as more intense and bold.
⦁ Muted, desaturated colours were associated with a softer, milder taste.
Interestingly, the effect of colour was particularly strong for consumers who were more design-sensitive. This means that packaging colour should be chosen carefully, especially when targeting audiences that are more visually attuned, such as premium shoppers.
For brands, this insight is crucial. If your product is designed to be strong, bold, or high-impact, you should opt for vivid, highly saturated colours. Conversely, if your product is meant to be subtle, refined, or gentle, consider using softer hues.
The Impact on Consumer Preferences and Pricing
Beyond influencing taste perception, packaging also shapes how consumers view the overall value of a product. The study revealed that:
⦁ Products in angular packaging were perceived as higher quality and more expensive.
⦁ Surprisingly, lower-saturation colours were also linked to higher price expectations, possibly because they appear more exclusive or premium.
For brands, this means that premium pricing can be reinforced through smart packaging design. If you want to position your product as high-end, consider using a combination of angular packaging and muted colours to communicate sophistication and exclusivity.
Shape-Colour Congruency: Why Consistency Matters
Another key insight from the study is the importance of matching shape and colour cues. When packaging shape and colour were aligned (e.g., angular packaging with bold colours or rounded packaging with soft colours), consumers had a stronger, more positive response to the product.
However, when the shape and colour were mismatched (e.g., an angular package with a soft colour), consumers were less sure about the product’s identity. This inconsistency led to lower product evaluations.
For brands, this means that a cohesive design strategy is essential. If your packaging conveys strength through shape, the colour should reinforce that message. Likewise, if your brand focuses on softness and subtlety, the design should reflect that across all visual elements.
What This Means for Brands
For brands operating in CPG spaces, whether in food production, retail, or packaging design, these findings offer clear takeaways:
1. Packaging isn’t just about aesthetics; it shapes taste perception. Consider how your design choices impact customer expectations.
2. Use angular shapes for strong, bold products and rounded shapes for milder, smoother ones. Align shape with the intended flavour experience.
3. Highly saturated colours signal intensity, while muted colours suggest subtlety. Choose colours strategically based on your brand positioning.
4. Consistency is key. Ensure that shape and colour send a unified message to avoid consumer confusion.
5. Premium positioning can be reinforced through design. Muted colours and angular shapes can help justify higher price points.
Final Thoughts: Designing for Success
This research underscores just how influential packaging is in shaping consumer experiences. For companies working with packaging design, branding, and product development, understanding these psychological triggers can help create stronger, more effective product presentations that align with customer expectations.
Whether you're launching a new product or refining an existing one, take a closer look at your packaging. Does it match the taste experience you want to deliver? If not, it might be time for a design rethink.
By harnessing the power of shape and colour, brands can not only improve customer satisfaction but also drive higher perceived value and stronger sales. It’s time to see packaging design not just as an outer shell, but as a powerful tool for shaping consumer perception and behaviour.
Ready to optimise your packaging strategy? If you're looking to enhance your packaging design for better product perception and sales, get in touch with our experts today!
