According to researchers at the University of Miami and California Institute of Technology, a product’s aesthetics – color, brightness, typography, etc. – influence where a shopper’s eyes will land on a shelf.
We live in a very visual world. So it should come as no surprise that consumers are affected by the aesthetics of products. So how do the aesthetics of your product – your packaging – stack up to the competition? Does your product practically jump off the shelf or does it go unnoticed time and time again?
Product Aesthetics: Is Your Packaging Eye-Catching?
First impressions are crucial, and consumers can be swayed one way or another in just a couple seconds. According to researchers at the University of Miami and California Institute of Technology, a product’s packaging – color, brightness, typography, etc. – influence where a shopper’s eyes will land on a shelf.
Researchers asked participants to choose between four candy products, analyzing each participant’s eye movement and measuring the time spent looking at each product as they made their final decision. The study showed that packaging influences consumers in a ratio of 1:3 or 2:3 compared to their personal preferences.
“The big idea here is that perceptual processes happen in the brain in parallel with economic value computations and thus influence how economic decisions are made,” said Milica Mormann, one of the authors of the aforementioned study. “These findings can be applied to guide the design of choice environments, to ‘nudge’ people toward making optimal choices, be it selecting a healthy food option to eat or the best retirement plan to invest in.”
This is an opportunity for manufacturers and product decorators to increase sales by designing more visually stimulating packaging to grab the consumer’s attention and actively influence purchasing decisions.
Eye-Catching Products are Easy with Digital Heat Transfers
Printed at 1200 dpi and 266 lines per inch, digital printing is a four color process (plus white) that is capable of hitting over 10,000,000 colors and fluid gradients to produce photo-quality images. It is no wonder why digital heat transfers have become one of the most popular methods for decorating plastics, glass, metal and many other substrates.
“Being digital, an almost endless array of process colors can be built using the cmyk+w spectrum,” said Matt Regan, CDigital senior vice president.
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Since 2001, CDigital has been an innovator in developing new systems and processes for using digital print technology to produce full color digital heat transfers for the product decoration industry. Our print technology is by far the most cost effective full color print solution in the product decoration industry today.
If you have any questions about Digital Heat Transfers and the role of aesthetics in purchasing decisions, you can contact CDigital by calling 410-646-7800. You can also follow our Facebook, Twitter, Google+, Pintrest, and YouTube accounts for our latest news.
Tags: Aesthetics, Purchasing Decisions