Sign up for the Packaging Digest News & Insights newsletter.
The Psychology & Impact of Cute Packaging
While aesthetic packaging can boost sales, it also leads to impulse buying, contributes to a hoarding culture, and can take a toll on recycling efforts.
At a Glance
- Two psychological concepts explain the impact of 'cute' product packaging.
- The potential negatives include packaging sustainability drawbacks.
This video explores the allure and consequences of cute and aesthetic packaging. From strawberry-shaped soap bottles to wrappers with cartoons, aesthetically pleasing packaging activates our brain’s reward centers, drawing us in and prompting us to spend.
Two psychological concepts explain this phenomenon:
Attractiveness Bias: Attractive items are perceived more positively, which is often referred to as “pretty privilege.”
The Primacy Effect: First impressions matter; the initial encounter with a product’s packaging can significantly influence purchasing decisions.
While aesthetic packaging can boost sales, it also leads to impulse buying and contributes to a hoarding culture. This obsession has a significant financial and environmental toll, with non-recyclable materials adding to waste. This bears consideration by conscious consumers.
Interestingly, taking photos of cute packaging might satisfy consumers' need to “own” without purchasing and contributing to waste — potentially a new idea for NFTs of packages. However, this contrasts with the success of limited-edition packages, which thrive on exclusivity.
——————————
Disclaimer: PlasticsToday, referenced in this video, is a sister publication of Packaging Digest.
About the Author
You May Also Like
