In the battle for attention on crowded shelves, packaging is a brand’s greatest weapon. It’s a powerful canvas for storytelling that can spark an instant connection with a customer. At OurCreative. we understand the psychology of packaging and its power to subconsciously influence consumer choices. That’s why our mission has always been to create impactful packaging design that forges authentic connections.
While eye-catching looks go a long way, effective packaging design is not just a pretty face. Great packaging is a silent communicator. It’s visual storytelling that taps into the customer psyche on a deep, sometimes subliminal level. Through strategic use of colour, shapes and imagery, we help brands awaken emotions that drive people to buy.
Today, we’re looking at the psychology of packaging when marketing a product. From pushing boundaries through product photography to using bold colours to boost brand perception, we’re exploring the art of creating consumer connections that last far beyond the shelf.
To highlight the incredible effect of successful packaging design, consider how some brands are instantly recognisable based purely on their packaging shape, size or colours. A great example is Coca-Cola. The brand’s bold red hue was purposely selected to spark specific positive emotions: energy, excitement and passion. Through decades of conditioning, the vibrant red has become an iconic part of the brand’s spirit. Tiffany & Co, with its trademarked ‘Tiffany Blue’, and Cadbury, with its rich purple shade, are similar examples of the psychology of colours in packaging that have almost created a visual shorthand for luxury and indulgence.
A brand being recognisable in an instant is the holy grail of successful packaging design. And, few campaigns epitomise this more than the Selfridges ‘No Noise’ campaign – a masterclass in the psychology of packaging. In 2013, the renowned British department store launched a campaign designed to shift the focus away from obvious branding and logos, and onto more enduring product design. They took iconic British brands like Marmite and Heinz and stripped them of their logos, showing just how powerful and recognisable effective packaging can be on its own.
All of this is why Our designers obsess over every detail, looking at each choice from a psychological standpoint. Why use this specific shade of yellow? What emotions does a script typeface evoke? It’s design artistry meets psychology. Our packaging not only catches the eye but helps build a lasting emotional connection with customers.
Our team delves into the psyche of each brand we work with to ensure that the designs we create are not just visually appealing, but also resonate with the brand’s core values. We want to help brands speak to consumers in a way that they intuitively understand. By turning each piece of packaging into a powerful brand ambassador, we create designs that are both unique and effective.
In a new era of the ‘conscious consumer’, modern audiences scrutinise the brands behind the products more than ever before. There’s no hiding behind packaging that simply looks good – consumers crave genuine brand narratives, transparency and authenticity.
The best packaging design breathes life into a brand’s core values. Our team dives deep into each client’s core vision and principles from the start, so we can help them carve out a unique brand identity in a crowded market. Our designers have a studied eye for triggers like colour theory (we’re constantly referencing the Farrow & Ball colour palette in the office) and typography’s ability to communicate everything from confidence to approachability. Above all else, we aren’t afraid to ‘zig when others zag’. We believe in pushing boundaries and challenging perceptions so brands can stand out in fresh and innovative ways.
This philosophy really comes to life in our long-standing relationship with Asda. Over the years, we’ve collaborated closely to push boundaries in packaging design, challenging norms and modernising their own-brand packaging over multiple product ranges:
For Asda’s Little Angels nappies line, we wanted to push the boundaries of what’s expected on nappy packaging. Rejecting the typical packaging photography of a baby dressed in only a nappy, we had babies wearing comfortable outfits during photoshoots. The rationale was simple yet profound: babies don’t typically walk around in just their underwear. We sold the idea of happy, active children thriving in their Little Angels nappies. This, alongside a proud new logomark and a stylish, muted colour palette, is the perfect way for Little Angels to appeal to new modern parents.
• Modernised the look and feel of the packaging
• Made the product more relatable
• Communicated superior comfort and movement
• Challenged norms around traditional nappy marketing
For Asda’s budget-friendly Just Essentials line, we wanted to reject the plain and joyless value branding conventions we’re all used to seeing on the shelf. We leveraged the psychology of colours in packaging by using a vivid, signature yellow hue that’s synonymous with optimism and vibrancy. The effect? Destigmatising budget purchases and empowering Asda’s customers to feel confident about their choices.
• Successfully shifted away from dull budget branding
• Lent an air of quality with a cheery colour scheme
• Removed a sense of stigma around budget products
• Stood out on the shelves with a vivid yellow palette
“The choice of yellow was driven by the desire to set Just Essentials apart from the usual bland, white graphical conventions that so many of its competitors use. Not only is yellow a positive, joyful colour, but it also makes the products easily recognisable across the store, and shines off the shelf compared to the typical white category codes. The typography is honest and literal, with the brand sign-off and playful illustration style adding warmth and personality. Putting the Asda brand mark front and centre of the design reinforces that this is not a range to be ashamed of.”
Joe Wallis – Design Director @ OurCreative. and lead designer on Asda Just Essentials
To truly push boundaries, creatives should be deeply immersed in both the design world and cultural zeitgeist. Our team is constantly plugged into the latest creative trends, finding inspiration from the disruptive industry players raising the creative bar. From Potts’, who decided to tackle waste by offering stock in modern canned packaging, to The Ordinary, who have made waves with their transparent and minimalist approach to packaging, bold moves in packaging remind us that brands unafraid to take risks will shape the future.
It's important to recognise when a more nuanced approach is needed, though. Our work with Wolfe Brothers gin is a perfect example of using our expertise in the psychology of packaging when marketing a product, particularly when it comes to dimensions. We evolved the bottle’s shape to improve recognisability on the shelves, changing the design from a tall, thin bottle to one more instantly identifiable as gin. Blending new, bold design choices with practical considerations means the end product is not just eye-catching, but ultimately sells. With many projects, we think long and hard about balancing negative space in ways that maximise perceived value without compromising functionality or looks. While eliminating all negative space may lead to a poor reaction from customers, having too much undermines the impact of the packaging.
We take a nuanced, down-to-earth approach to sustainability in packaging, too. We’re not about greenwashing and complicated jargon, and our clients aren’t either. Sustainability is a spectrum, and where a brand ultimately lands depends on its values, budget and what resonates with its audience. For some brands, like vegan brands targeting very eco-conscious customers, fully recyclable packaging could be essential for living up to their green values. Other brands might prefer to focus on simple but impactful changes, like reducing the use of plastic. No matter which path aligns with a brand’s values, we’re here to guide them in communicating sustainability efforts through packaging in an authentic way.
Packaging is a brand’s first introduction to the world. It’s the face of a product that has the potential to spark an instant connection – and we love breathing life into those sparks. While design trends will come and go, the key principles behind the psychology of packaging are timeless: authenticity, emotional connection and creative courage.
At OurCreative., we craft packaging that stands out on the shelves while building lasting bonds with your customers. Want to know what we can do for you? Let’s chat!
