Packaging Innovation
Consumer buying behavior lesson 1: you only have 2.6 seconds to beat your competition
July 21, 2014

Consumer buying behavior lesson 1: "You have 2.6 seconds to beat your competition!"

“Why do consumers buy what they buy?” In essence, that’s the question marketing has been trying to answer for decades now. Product packaging is one of the many influences on consumer purchasing behavior – culture, personality and product price are three other. Focusing on packaging it’s important to realize how little time a product has to make a lasting impact on consumers: 2.6 seconds to be exact. So what are the implications of this short time frame for packaging design?

Consumer buying behavior in supermarkets

Consumers scanning supermarket shelves on average need only 2.6 seconds to decide whether or not they are going to buy that particular product. It’s the amount of time required for the eyes to focus on the product and for the brain to process all the information.

Implications for packaging design?

For a packaging designer this means your package only has 2.6 seconds to persuade a consumer to pick up your product from a retail shelf. In that time your packaging must stand out from a sea of competitors, convey what the product does and stimulate the consumer’s interest to investigate further.

That’s quite a lot to achieve in under 3 seconds, isn’t’ it? Furthermore, once a consumer has picked up your product the packaging has to indicate how to use it, why the consumer needs it and convince him or her to buy it. Does your product fail in any of these areas the consumer is likely to put it back on the shelf and start the buying process all over again. Needless to say these 2.6 seconds are invaluable so make them count!

Do you need some help?

The key to success is to get your packaging noticed in that short time frame. You can do that by creating innovative and great-looking packaging designs. We realize that’s easier said than done. That’s why this blog tries to give you all the inspiration you need to create amazing packages. Have a look at these creative packaging solutions.

Have you come across a great packaging design somewhere? Feel free to let us know in the comments!