Why packaging still matters; but not for the reasons you think (plus, how Stahl Packaging Coatings division is staying ahead)
Did you know that there are trend agencies dedicated to predicting the future of your preferences? In fact, these experts will probably know what you’ll choose a year or two from now (long before you even realize it yourself). These agencies work tirelessly to forecast the next big colors, textures, and styles that the consumer will desire. Their insights help producers deliver the right solutions at the right time, keeping pace not only with market evolution and changing consumer needs, but also with shifting regulations. Yes, there is a lot to consider every day!
At Stahl, we’re committed to staying ahead of the curve. In upcoming blogs, we’ll introduce four key personas* that shape packaging trends. But first and to make sure we all speak the same language, let’s explore what the latest studies reveal: Why does packaging still matter so much today?
(* A persona you said? In marketing, a persona is a detailed profile representing a segment of your audience, defined by their behaviors, preferences, and motivations)
Let’s be real: in a world where we’re surrounded by choices (like, 35,000 decisions a day kind of surrounded!), packaging is way more than just a pretty face on a shelf. It’s the first handshake, the elevator pitch, and sometimes the entire brand story, all in one quick glance. If you think that’s dramatic, consider this: 72% of shoppers admit packaging design actually influences their buying decisions. That’s not just a stat, it’s a wake-up call for brands and a cheat code for consumers who want to know what’s worth their money. It is also a crucial signal for coating suppliers such as Stahl, to innovate and adapt to these evolving expectations.
The four big vibes that drive us to buy
So, what’s really pulling us in? According to several available studies online (e.g. 1, 2, 3) , we can picture four main drivers behind why we pick up (or scroll past) a product:
- Visual and Sensory Elements
- Quality and Positioning
- Brand and Communication
- Functional and Sustainable Aspects
Let’s break these down!
Visual & Sensory: love at first sight (and touch)
First impressions are everything, and packaging is the “silent salesman”. We make decisions in mere seconds (sometimes just 4 to 20 seconds in-store, or a lightning-fast 5 to 10 seconds online). Consider this: colors are powerful; blues calm us, reds get us hyped, and greens tap into our inner wellness guru. Brands obsess over these details because they know the right vibe can make us trust, crave, or feel a fear of missing out on their products.
But it’s not just about looks. The way a package feels (smooth, textured, heavy, lightweight) can make us want to pick it up and never put it down. Take Lumson’s Pebble packaging: minimalist, rounded, and with a stone-like texture that screams “nature meets luxury.” It’s not just packaging; it’s an experience. The same logic applies beyond cosmetics. Consider Burger King’s King Trio (France): instead of just selling their best-selling burgers individually, they package them together in a curated meal experience. It’s not just about the food; it’s about the anticipation of enjoying fan favorites in one satisfying combo. The packaging, the presentation, and the idea of getting a “greatest hits” selection transform a regular meal into something special—proof that creating an experience goes far beyond the product itself.
And when that packaging is missing, the experience feels incomplete ; even if the product itself hasn’t changed. For example, friends of mine recently visited Burger King and noticed the table next to them received the King Trio in its special box, while they didn’t, simply because the place hadn’t planned for enough boxes. Even though they ate the same food, they felt like they were missing out—just because of the absent box. It’s a small detail, but it made a big difference in how satisfying the whole experience felt.
And shapes? They matter, too. Cylinders feel premium, rectangles are practical, hexagons are the beauty industry’s secret weapon and die-cut shapes are for brands that want to flex their creativity. Even fonts are telling a story: sleek for tech, handwritten for approachability, bold for innovation, etc.
Read further as there's much more in this blog. Download the long-read below to continue reading:
