Have you ever grabbed a bag of crisps off a supermarket shelf because it just looked appealing? You’re not alone. A fascinating study by a group of researchers from Spanish universities delves into how packaging design, specifically material, visuals, and text, influences consumer expectations and their willingness to buy. Let’s unwrap their findings and see what they mean for brands and shoppers.
The Study in a Nutshell
The researchers set out to understand how different packaging cues influence consumer perceptions. They focused on crisps (or potato chips) sold in Spain and examined three main factors:
- Packaging Material: Does a matte paper finish feel more premium than a shiny metallic one?
- Visual Imagery: Do crisps shown ready to eat look tastier than ones in the middle of being made?
- Verbal vs. Visual Cues: Which is more effective at conveying “fried in olive oil”, a picture of an oil cruet or the words “with olive oil”?
How Did They Do It?
The study involved participants, who evaluated different crisp packaging designs using an online survey. The designs were carefully controlled to test just the chosen factors. In the first part of the experiment, participants rated sensory attributes like “crunchy” and “salty,” as well as non-sensory ones like “artisan” and “high quality.” The second part explored whether text or images better communicated the olive oil message.
Key Findings: Part 1 – Material and Imagery
When it comes to grabbing attention and shaping perceptions, the image on the packaging often has a bigger impact than the material. Here’s a breakdown:
- Visual Appeal Wins: Packages with images of crisps ready for consumption scored higher for attributes like “salty” and “crunchy,” and even increased the willingness to buy. This makes sense, seeing delicious, ready-to-eat crisps aligns with what consumers imagine.
- Material Matters Too: While less influential, the material wasn’t ignored. A matte paper finish gave the impression of higher quality compared to shiny metallic packaging. This might be because paper finishes are often associated with artisan or premium products in the market.
- Interactions Between Image and Material: For attributes like “high quality” and “artisan,” the impact of material and imagery combined was greater than either factor alone. For instance, a paper-finished bag showing crisps in progress felt more artisan.
Key Findings: Part 2 – Verbal vs. Visual Cues
The second part of the study examined how effectively packaging communicated a secondary message: the crisps were fried in olive oil. Two approaches were compared: A text (“with olive oil”) and a picture (an oil cruet).
The results? Images trumped text. Every single attribute, from perceived healthiness to crunchiness, scored higher when the packaging displayed the oil cruet. Visual cues are processed faster and more intuitively than text, which might require more cognitive effort. Plus, an appealing picture can tap into emotions and make the product feel more desirable.
Why Does This Matter?
Packaging is more than just a container; it’s a silent salesperson. The right design can:
- Enhance Perceived Value: Matte finishes and well-chosen images can make products feel premium.
- Communicate Quickly: Visual cues convey messages faster than words, especially for low-involvement products like snacks.
- Boost Sales: When the packaging aligns with what consumers expect and want, they’re more likely to buy.
For brands, these insights highlight the importance of investing in thoughtful, shopper and consumer focused packaging design. For shoppers, it’s a reminder of how much our choices are influenced by appearances.
Real-World Implications
- For Designers: Use visuals that align with the product’s intended image. A rustic brand might favour paper finishes and “in-process” imagery, while a sleek, modern brand could opt for metallic looks and sharp photos of the final product.
- For Marketers: If you’re promoting a unique feature, such as “fried in olive oil,” consider using visual elements. They’re more engaging and harder to overlook, than words.
- For Shoppers: Next time you’re drawn to a product because of its packaging, pause and think about why. Are you buying the product, or the promise the packaging makes?
Wrapping It Up
This study shines a light on how the humble crisp bag plays a big role in our shopping decisions. It’s not just about the taste or quality inside but also about the story the packaging tells. As brands vie for attention on crowded shelves, understanding the psychology behind packaging could be the secret ingredient to success.
So, the next time you grab that snack, take a moment to appreciate the thought and science that went into its design. After all, there’s more to a crisp bag than meets the eye!
Would you like to know how psychologically effective you packaging is? Here's a great tool that will tell you just that. Watch this brief clip to find out more.
