It’s not just the product inside that’s doing the selling, it’s the packaging.
In fact, research suggests that around 70% of supermarket purchase decisions are made right there at the point of sale. That means for many products, the packaging is the only “conversation” a brand gets to have with a shopper before they decide to buy. No adverts, no online reviews, just a quick glance, a touch, maybe a squeeze.
But how do we, as shoppers and consumers, actually react to new packaging? What makes us trust it, or reject it? And how much does that initial encounter affect whether we put it in our baskets?
A fascinating study into consumer reaction to new packaging sheds some light. It looked not just at how people respond to packaging designs in theory, but how their feelings change when they get to interact with the package in different ways, from simply seeing a picture, to holding it, to actually using it at home. The results are eye-opening for marketers, designers, and even everyday shoppers.
The Experience Spectrum: Seeing, Touching, Using
The study explored three levels of consumer experience with packaging:
- Indirect (visual only) – Think of seeing a picture in an advert or on a poster.
- Moderately direct (handling) – Picking it up off the shelf, turning it over, feeling its shape and weight.
- Direct (usage) – Opening it at home, pouring from it, cooking with it.
This spectrum matters because our impressions shift dramatically depending on how involved we are. Looking at an image might spark curiosity, but actually handling a package lets us judge things like sturdiness or ease of storage. Using it brings an even deeper sense of quality and trust.
Put simply: the more we interact, the more confident we feel in judging what’s inside.
Two Things We Care About Most: Ease of Use and Ease of Handling
When people were asked to evaluate a new package design, two main factors shaped their attitudes:
- Ease of use – Can I open it easily? Is it straightforward to pour or scoop from? Does it make cooking or serving less of a faff?
- Ease of handling – Is it convenient to carry, store, or stack? Will it break easily or hold up in the cupboard?
Interestingly, while both matter, ease of use came out on top. Consumers consistently placed more weight on how simple the package was to actually use than on how convenient it was to carry or store.
That’s a crucial insight: packaging that makes life easier once it’s in the kitchen is more likely to win repeat purchases, even if it’s a bit bulkier or trickier to fit in the cupboard.
First Impressions vs. Real Experiences
The study also highlighted just how much our perception changes depending on our type of experience.
- Looking only (indirect experience): People’s expectations of product quality were lowest when they just saw an image. Their attitudes towards the package were lukewarm, shaped mainly by visual cues.
- Handling (moderately direct experience): Quality expectations and attitudes rose noticeably once people could physically hold the packaging. Feeling its sturdiness and design gave them confidence.
- Using (direct experience): Unsurprisingly, expectations were highest after people had opened and used the product at home. That hands-on interaction cemented positive impressions of both the packaging and the product inside.
The takeaway? If brands want shoppers to trust new packaging, it pays to let people handle it in-store. A real challenge in today's shrinkage-ridden retail! A sample display where consumers can pick up, turn over, and examine a new design may be just as effective, and far cheaper, than giving away free samples for at-home testing. A word of caution though:
From Perceptions to Purchases
So how do these impressions translate into actual buying decisions?
The research showed a consistent pattern:
- Expected product quality (how good people thought the food would be based on the packaging) was strongly linked to whether they intended to buy.
- Ease of use also had a direct positive effect on purchase intention.
- Ease of handling, however, didn’t play much of a role, at least not directly. While people valued it, it didn’t seem to tip the balance when deciding to buy.
In other words: if a package looks like it’ll make life easier and signals quality, consumers are far more likely to reach for it. How neatly it stacks in the cupboard? Nice, but not a deal breaker.
What This Means for Marketers and Brands
The implications for businesses are clear:
- Prioritise ease of use. Focus packaging design on making the product effortless to open and use. If it simplifies everyday routines, you’re halfway to winning customer loyalty.
- Create opportunities for physical interaction. Marketing campaigns shouldn’t stop at glossy images. In-store displays where consumers can pick up and explore packaging can make all the difference.
- Don’t underestimate first impressions. While direct experience is best, packaging still acts as the “silent salesman” on the shelf. Colours, fonts, and overall form create those crucial initial perceptions of quality.
- Sampling strategies can be smart. Since handling a package is nearly as powerful as full usage, you don’t always need costly giveaways. Simply allowing consumers to engage physically can boost confidence and intention to buy.
Where the Research Could Go Next
The study also pointed out some intriguing gaps worth exploring:
- Involvement levels. Some people are highly involved shoppers who read labels and compare carefully; others grab whatever looks good. Packaging might affect these groups differently.
- Brand influence. This research stripped out branding to isolate packaging effects. In real life, logos and brand loyalty play huge roles. How might brand identity interact with packaging cues?
- Artwork and visuals. Beyond shape and function, the imagery and design on the package could sway consumer perceptions even further.
These areas open the door for further studies, and plenty of opportunities for brands to fine-tune their packaging strategies.
Final Thoughts: Packaging as a Silent Sales Force
At the end of the day, packaging is far more than a container. It’s a communicator, a persuader, and often the deciding factor in what ends up in our shopping baskets.
We may like to think we choose products based purely on what’s inside, the taste of the sauce, the quality of the beans, the richness of the coffee. But the truth is, the way a package feels in our hands, how easy it is to use, and the expectations it creates often determine whether we ever get to experience the product at all.
Next time you’re standing in front of a shelf stacked with near-identical options, take a moment. Notice what makes you reach for one over the other. Chances are, the package has already done its job, silently selling, without saying a word.
