A shopper paces the aisle, looking at one laundry detergent after another. All offer essentially the same thing: clean clothes, fresh smell, easy pour …
So how does a shopper make a decision to buy one over another? Is it the color of the bottle, the price, a familiar logo? Does she spring for the brand her mother is loyal to, or does she care more about a brand with a phosphate-free formula and environmentally friendly packaging?
There’s too many options and not enough time for shoppers to take all the factors into consideration. To make this easier, our brains rely on recognition of brands, colors, icons, associated emotions, and images, all of which ultimately reduce the cognitive load required to make a decision. Using these cues enables us to act quickly.
By understanding the science behind why we buy and how we buy, brands can create packaging that connects with the undecided consumer. The Paper Worker created the below infographic to outline how typography, color, and icons affect the buying process — and why special attention to product packaging needs to be a priority for any brand.