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Packaging aesthetics in the digital age

According to research investigating public perception of packaging aesthetics in the digital age, changes can be made to take better advantage of online platforms.

According to research investigating public perception of packaging aesthetics in the digital age, changes can be made to take better advantage of online platforms. The package in this photo shows how color creates appeal.
According to research investigating public perception of packaging aesthetics in the digital age, changes can be made to take better advantage of online platforms. The package in this photo shows how color creates appeal.

In a survey of more than 650 members of the UK public, 37% identified color as the most appealing feature of packaging, while 25% said imagery most often caught their eye.

The findings come during a time where brands need to consider how their packaging functions in the digital realm as well as on the shelf. In light of what the company calls an “explosion of digital marketing and e-commerce,” contract packers WePack sought to find out how brands can adapt their packaging design to ensure it functions both online and offline. To do this, they set to learn what consumers like about packaging.

The results indicate that the basic foundations of getting color and imagery right still apply when presenting products online, confirming previous HunterLab research linking color to consumer purchasing.

In response to the question, “What catches your attention most when it comes to product packaging?,” color and imagery led the way, followed by 15% said size, 11% said shape, 9% said texture, and 3% selected “another” aspect.

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