Psychophysiological Consumer Responses to Product Packaging Design: Insights for Strategic Marketing

Purpose: The article presents the findings of a study on the impact of visual packaging features on consumer perception and purchasing decisions. Design/Methodology/Approach: The study involved 36 participants, whose visual responses to product packaging were measured using a calibrated eye-tracking system. The experiment was structured into four stages, analyzing the impact of shape, transparency, color, and eco-labeling of product packaging on consumer attention. A survey on consumer preferences and reasoning supplemented the findings. Findings: The results indicate that non-standard shapes, carefully selected color schemes, and well-designed graphic elements can significantly enhance consumer engagement. Products with distinctive forms have a greater potential to attract attention on store shelves. Transparent elements proved less effective in capturing consumer attention due to the lack of distinct visual features that could engage consumers. Brands are advised to invest in unique visual elements. Practical implications: It is recommended to improve the visibility of eco-labels, for example, by using larger symbols, applying contrasting colors, or placing labels in the most visible parts of the packaging. Originality value: The study provides unique insights into consumers’ psychophysiological responses to the visual features of product packaging, combining advanced eye-tracking methods with consumer preference analysis. The findings expand knowledge on the role of shape, color, and eco-labeling in shaping purchasing decisions and offer practical guidance for marketing strategies.