The Impact of Packaging Graphic Design on the Consumer

Every day we encounter products. Wherever we look, we see packaging. Market saturation with products has led designers and companies to intense competition. Based on the analysis, it was found that product packaging, in the opinion of participants, ** influences the choice or purchase itself**. This was also one of the hypotheses and can therefore be confirmed.

Problem

Every day we encounter products. Wherever we look, we see packaging. Certainly, the vast majority of people are not aware of its significance and purpose, as it seems self-evident to us. Packaging does not only have ** aesthetic and informational significance**, but also protects the product, facilitates its use, gives the product identity and much more.

Solution and Method

Market saturation with products has led designers and companies to intense competition. The preparation of the graphic product itself plays a major role, where it is necessary to appropriately process visual material, place it in the appropriate colour space, adjust the resolution, prepare all text materials, and it is also necessary to know who the final product is intended for and adapt it accordingly. Reaching the final graphic product requires an enormous amount of effort and research, which unfortunately consumers often fail to appreciate.

Until we buy, we do not know what they have bought. It is important that packaging leaves a positive first impression on the buyer. Thus we can say that successful product sales are primarily attributed to packaging and only then to quality or its content.

We cannot say that the quality of the product itself is not important, but the first impression and purchase decision is often prompted precisely by packaging. ** Packaging** is certainly ** a means of communication between the manufacturer and the consumer**. It is a motivator for the significance of purchasing the product and represents the manufacturer's name. Packaging designers take into account the wishes, requirements and trends of consumers, whilst considering regulations, market conditions of the product and the development of packaging technology.

Packaging is a mirror of data about the content, quality and properties of the product. Factors such as faster development of industrialisation, population growth and faster pace of life influence the increase in the use of energy and raw materials to satisfy their needs. It is also important that we recycle packaging, as this ensures ** reuse of materials** and contributes to a more beautiful and cleaner environment.

Precisely because of this, many companies nowadays make thoughtful decisions not only about the design of products, but also about the materials from which they are made. Packaging is a demanding product composed of several factors that are interdependent. Here we can mention colour, which plays a major role as it noticeably influences purchasing habits and attracts attention.

There is also text, without which we cannot imagine packaging, whilst at the same time it provides all the necessary information on the packaging itself. ** Typography** plays a predominantly aesthetic role. There is also the ** company recognition, logo** etc. The combination of these factors gives the final appearance to the packaging or product.

Results

Based on the analysis, it was found that product packaging, in the opinion of participants, ** influences the choice or purchase itself**. This was also one of the hypotheses and can therefore be confirmed. Most people believe that they observe product packaging, but it is not crucial for purchasing the product, as we buy the product regardless of how the packaging is designed.

We also prefer more colourful packaging, whilst at the same time it should be emphasised that the current trend, which could be called less is more, is somewhat more attractive. People are of the opinion that packaging with fewer motifs or simplistically designed is more attractive. We often judge the quality of the product itself based on the ** appearance of the packaging** and ** brand recognition**.

These two factors are interdependent and together form or present the product in its best light. That products of better quality have more beautifully designed packaging cannot be fully confirmed, as the majority are of the opinion that products of higher quality have more beautiful packaging only occasionally. Thus we can say that the appearance of packaging itself cannot guarantee a good product, but certainly beautifully designed packaging is the icing on the cake.

I believe that it is packaging that will lead the buyer to purchase the product, whilst the quality of the content or product will retain them. [deof_form download_text="Diplomsko-delo-Kolarić_lektorirano.pdf" download_url="https://www.academia.si/novice/wp-content/uploads/2019/03/Diplomsko-delo-Kolarić_lektorirano.pdf"]