Product packaging is considered as the ultimate opportunity for marketers to communicate the brand’s message visually, positioning the same as a better choice than any of its competitor. In the modern world, consumers are being presented with ever increasing number of alternatives.
As such, the American Supermarket holds more than 20,000 products, all competing to attract the attention of the consumer. A typical 30 minute shopping session is all they have to attract, impress and make them “take it”.
With so much of competition, product packaging seems to be among the best marketing tool to directly communicate and influence customers. It has been estimated that 60-70% of buying decisions are made in the store. The consumer leaves home to get back with a product serving a definite purpose but no strict decision has yet been made about the brand to go for. It could be anything. The final choice depends on a variety of factors. Some consumers go for the routine brand; some go for extensive research and a big chunk of them go for impulse buying. On-spot decision making about choosing among alternatives is influenced by product perceptions (through the packaging design), knowledge about a brand, and attitude towards brands, the consumer personality, lifestyle, culture and other factors.