Design as a purchase influencer

Published 2 May 2017
How big of an influence does the packaging design have on consumers in the store when choosing what to buy? Is the packaging appearance more important than what’s inside it?

Either way you look at it, packaging is paramount. Besides its functional benefits, the packaging creates the emotional connection between the consumer and the product.

In everyday life, things happen fast, including decision-making in the store. Consumers often make numerous decisions at a glance, which makes packaging even more important. According to our consumer insights study, the look, feel, size and brand are stronger purchase influencers than material and functional features; however the material creates much of the look and feel. Consumers also value packaging that is easy to use and keeps the products fresh.

An area where good design really can make the consumer long for a particular product is in the luxury segment, like perfumes, cosmetics, champagne and so on. In our product offering, EnsocoatTM by Stora Enso is a dream material for any brand or designer who wants the best print results and the most sophisticated finishing treatments. The upgraded version of Ensocoat is just being introduced at the world’s largest packaging exhibition, Interpack 4-10 May 2017 in Düsseldorf, Germany.

Jule Waibel, one of the designers we are working with, will be present at our stand and making beautiful pieces of art to give away to visitors. Hope to see you there!

Stora Enso at Interpack 2017: stand 9B20

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