Disclaimer: The postings in this blog section do not necessarily represent Desjardin's positions, strategies or opinions.

Perceptual Fluency - How clear messaging on packaging helps prioritize purchase decisions

Perceptual Fluency - How clear messaging on packaging helps prioritize purchase decisions

Exploring the perceptual fluency of consumers is a way to look deeper into consumer purchasing decisions. It's an area of consumer psychology in which researchers have barely scratched the surface, but it provides interesting insights to how shoppers respond to packaging design cues. Here's a look at the importance clear messaging plays on packaging.

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The Role of Emotions in Product Evaluation and its Impact on Packaging

The Role of Emotions in Product Evaluation and its Impact on Packaging

Discrete emotions and global feelings are two categories that shape people's responses to the world around them. Discrete emotions are basic, such as happiness and sadness. Global feelings relate to the dimensions of pleasure, which is associated with satisfaction, and arousal, which is a higher level of excitement.

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Association Between Packaging Color Lightness and Retail Shelf Position for Triggering Sales

Association Between Packaging Color Lightness and Retail Shelf Position for Triggering Sales

A growing body of scientific evidence suggests that colors and their attributes play a much larger role in consumer decision-making than thought throughout the past several decades. Now researchers are learning that lightness of color packaging combined with retail shelf positioning can influence consumers to make purchasing decisions. 

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How Symmetry on packaging influences aesthetic evaluation and purchase decisions

How Symmetry on packaging influences aesthetic evaluation and purchase decisions

Symmetry is an essential topic for package designers. Text and images must be balanced in a way that looks professional and makes sense to the target consumer. Without symmetry as a design fundamental, the packaging would look awkward or sloppy and text might be hard to read. Here's a look at how symmetry in packaging affects consumer perceptions and purchasing decisions.

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How the Shape of Metal Packaging can Enhance Perceptual Fluency and drive purchase Decisions

How the Shape of Metal Packaging can Enhance Perceptual Fluency and drive purchase Decisions

The concepts of perceptual fluency and response inhibition are interesting topics that relate to consumer purchasing behavior and product packaging. Here's a look at how these two psychological spheres play into consumer decision-making in response to metal packaging.

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Packaging designers should know the difference between hedonic and functional products

Packaging designers should know the difference between hedonic and functional products

Packaging designers should know the difference between hedonic and functional products. Hedonic goods are crafted to provide fun, pleasure and excitement for the consumer. Functional products are designed more for utility. Here's a look at the different packaging design approaches to hedonic versus functional products.

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Color Variables Relating to Brand Recognition

Color Variables Relating to Brand Recognition

Emotions are what connect people with brands. One of the most basic ways for a brand to communicate emotion is through color on its products and packaging. A major challenge for packaging designers is to select the right colors that reflect the emotional intensity of the product's values. Here's a look at how color variables contribute to brand recognition.

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How Packaging Helps Developing a Relationship Between the Brand and the End User

How Packaging Helps Developing a Relationship Between the Brand and the End User

How can a brand affect consumer behavior to the point of getting people to identify and interact with the brand? At the core of branding is a set of values and emotions that go with it. A brand that communicates its values and emotions through visual cues on packaging has an edge over competitors that don't pay attention to how visual details connect with consumers.

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Metal Packaging - How Packaging Design Affects Product Evaluations

Metal Packaging - How Packaging Design Affects Product Evaluations

Packaging design can make a huge difference in how consumers perceive products. It also plays a significant role in shaping purchasing decisions. Does the package communicate what the target consumer expects? That's the question designers must face. Here's a look at how research backs the theory that colors and other design features on packaging affect buying behavior.

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