How Packaging Can Help Satisfy the Dimensions of Product Emotions

The packaging of premium food items and cosmetic products needs to touch potential consumers on an emotional level to entice them into making a purchase. While designing product packaging, these emotions must be embedded in every aspect of the container.

Let’s dive deeper into the five dimensions of product packaging to analyze how it can connect customers with a product.

Instrumental Product Emotions

Every product is designed to solve a certain problem or fulfill a certain need. In simpler words, products are instrumental in fulfilling people’s wishes and desires. A customer automatically develops emotional bonds with products that helped them solve a certain problem or reach a certain goal.

Once these emotions are developed, customers create a perception of experience and perceived emotional utility. Attractive packaging helps customers recall this emotional satisfaction, which enhances the chances of a repeat purchase.

Aesthetic Product Emotions

The five human senses play a vital role in creating product aesthetics. Customers tend to pick products from a shelf, view them, feel them, and then make the purchase decision. This decision is based on their experience and perception after viewing the product.

Color, design, style, and features of the packaging, combined with the positive or negative sensory perceptions determine the customer’s purchasing behavior.

Social Product Emotions

Research shows that a large number of customers are motivated to buy a certain product or brand because of peer pressure and their sense of social morals. They may learn these standards from friends, colleagues, family members and even celebrity endorsers. Companies that are looking to connect with customers on an emotional level must keep these cultural landscapes in mind while designing packaging for their products.

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