The Impact of Packaging Design on Brand Image :
1. Packaging as a Strategic Brand Touchpoint
- A systematic review of 221 academic articles highlights that “packaging design protects products as well as being an important marketing tool in consumer markets” sciencedirect.com+15enterpriseleague.com+15emerald.com+15nature.com
- More granular research affirms that package elements like color, shape, texture, typography, and structural design strongly influence both product expectations and brand impressions emerald.com+2strathprints.strath.ac.uk+2researchgate.net+2
2. Consumer Perception & Purchase Behavior
- In a 2018 U.S. survey, 72% of consumers said their purchase decisions were influenced by packaging design sciencedirect.com+15forbes.com+15sciencedirect.com+15.
- Another study found that packaging strategies influence how long consumers take to purchase (83%), their willingness to promote the brand (87%), and their ability to recognize brand messaging (84%)
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3. Brand Association, Quality & Loyalty
- In the OTC health sector, researchers found that “innovative packaging design positively affects consumers’ perceptions of medicinal herbal product quality” and “contributes to strengthening the brand association” forbes.com+8scirp.org+8sciencedirect.com+8.
- Ultimately, this leads to increased customer loyalty and repeat purchases pluspackaging.com+1en.wikipedia.org+1.
4. Sensation Transference & Visual Fluency
- Psychologist Louis Cheskin identified “sensation transference”—the idea that consumers subconsciously transfer feelings about packaging (color, material, design) to the product itself
en.wikipedia.org - Visual psychology confirms that 62–90% of product evaluation stems solely from color perception, with colors like blue/black signifying quality and reliability
en.wikipedia.org
5. Sustainability & Trust
- 74% of consumers report that transparent and honest labeling enhances their trust in a brand en.wikipedia.org+13enterpriseleague.com+13greatnorthernpackaging.com+13.
- Use of eco-friendly packaging (recycled, biodegradable) has been shown to improve a brand’s public image and attract environmentally conscious consumers nature.com+8greatnorthernpackaging.com+8en.wikipedia.org+8.
Packaging = ~20% of Brand Image
While exact percentages vary, it’s widely accepted that around 20% of a brand’s image is built through packaging design—encompassing visual, tactile, informational, and emotional elements. This aligns well with how packaging:
- Captures attention (first impression)
- Communicates brand values (quality, sustainability, trustworthiness)
- Creates emotional resonance via sensory experiences
- Reinforces consistency and recognition across brand lines