The Impact of Packaging Design on Brand Image :


1. Packaging as a Strategic Brand Touchpoint

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%)
    repository.rit.edu

3. Brand Association, Quality & Loyalty

4. Sensation Transference & Visual Fluency

Imaginity, Centurion Caviar, Oscietra, Premium, Packaging Design, Glamour
  • 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

imaginity, leading packaging trends, e-commerce friendly packaging boxes

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

Other Relevant US Market Insights

Dive into expert insights on how branding, packaging design, and marketing strategy shape consumer perception and brand performance in the U.S. From building shelf presence to adapting for digital platforms, and from connecting with multicultural audiences to revitalizing legacy brands, these case studies and articles reveal how thoughtful design drives measurable results. Whether you're a global brand entering the U.S. or a local player looking to grow, these perspectives highlight what it takes to succeed in today’s fast-evolving and competitive retail landscape.