I was recently working with a mentee on analyzing their product packaging and we were doing their marketing audit. Quick plug here if you can get the tool for FREE here). It emerged that they had gone with their selected packaging color because it was similar to the existing category colors and had been more cost-effective for them. This got me thinking about product packaging and its role in shaping consumer purchase decisions

Packaging has always been a key determinant in consumer purchasing decisions but this is increasing. Certain categories look a certain way. Global fast-food franchise brands favor certain colors and there is even science to prove it . Years in both designing products and approving them, I have observed firsthand the impact of packaging on sales and brand perception and indeed on consumer choice.

This essay tries to give some insights and shared lessons learned followed by some practical suggestions for brands looking to optimize their product packaging decisions.

Why is Packaging Important

The African market is diverse and complex; encompassing 54 countries with over 2,000 languages and dialects spread across 3,000 tribes. Add to this sub-tribes, consumer niches informed by literacy, gender, geographical, demographic, urban-rural considerations, and communication channels and you have a truly diverse landmass. For most consumers, packaging plays a crucial role in addressing this diversity. After all who could you do soap packages in 2,000 languages or run a newspaper in Uganda in 50 languages? Packaging does this by helping brands stand out on shelves and duukas. In some cases even rely on visual package cues to differentiate between similar products due to varying literacy rates.

What Role does Packaging Play?

From attracting attention, starting conversations, storytelling, to conveying essential product information packaging plays a crucial role and will also sometimes take advantage of innate consumer biases to land in the consideration space in consumers’ minds. 

Attracting Attention: On crowded store shelves and duukas, packaging is the first point of contact between consumers and products. Eye-catching designs and colors can capture consumer attention, increasing the likelihood of product consideration and ultimately, purchase. To achieve this brands invest in, and protect unique pantones, shades, and materials.

Storytelling: In the now recent and powerful campaign by Trophy Stout in Nigeria, calling for the return of the 900 Benin Bronzes to Nigeria from the British Museum in the “Reclaim your DNA” campaign. In this case the brand tapped into a current and emotional zeitgeist-led ambition (as the only indigenous stout in Nigeria) to a product and by all intents, it is seeming like it will take heads. 

Trophy Stout visual artwork campaign

Another strong example of packaging as storytelling is the Vaseline Journey of Jar campaign which developed 6 special edition jars to tell the story of the healing power of Vaseline where customers could follow the impact the Vaseline Healing Project had in the communities it worked. 

Visuals of the Vaseline special edition packs

And closer to home, although I don’t think enough noise was made about this the Nile Special can have some really interesting details that make it hearken back to its home roots and life along the Nile. Inspired, even if untold. 

The Niel Special 330ml can

In addition to this packaging also does the usually needed work of attracting attention to customers on crowded shelves, serving critical customer information, and differentiating from noisy environments for customers to eventually choose them. 

As expected, this work is not without its pitfalls and one of the biggest pitfalls is biases. Sometimes the biases are internal and other times they are external. Some of the biases to watch out for:

1. Color Biases: Consumers often associate specific colors with certain emotions, qualities, or attributes. For example, green packaging might be perceived as eco-friendly or organic, while red can create a sense of urgency or excitement. In Uganda, black has consistently tested for death and witchcraft but this will be covered in another blog. Brands should be aware of these color associations and utilize them strategically to evoke desired emotions and perceptions in target audiences
2. Quality Perception Biases: Packaging can influence consumers’ perception of a product’s quality. High-quality materials, intricate designs, or the use of certain colors (such as gold or silver) can create an impression of luxury and premium quality, even if the actual product quality remains unchanged. A great example of this is the chocolates hawkers are always selling. If you know, you know.
3. Familiarity Bias: Consumers tend to prefer products that are familiar or similar to what they have used before. This in turn leads new market entrants to want to fit in with the category instead of choosing to stand out. By leveraging semiotic design elements, colors, and branding, brands can tap into this familiarity bias and increase their consideration chances.
4. Anchoring Bias: First impressions are crucial, and packaging can create a strong anchoring effect. If a product’s packaging appears cheap or unattractive. And some of these perceptions will take a very long time to unseat.

So What Do You Consider When Making  Packaging Decisions

1. Prioritizing local culture will help with understanding cultural nuances and incorporating local elements in your packaging design. This creates a sense of familiarity and resonance among consumers.
2. Strategic use of colour can influence consumer decisions. Years ago a telecom I used to do work for and had to change its principle colur (black) because testing showed that consumers just weren’t with it. 
3. Designing across literacies: remember that you are packaging across literacies from full-on native English speakers to semi-literate consumers. One element of this in Uganda that has emerged-especially with telecoms, has been the use of transcreation ( a nice trick that uses blends of English and vernacular) that was perfected by Kenyan brands with their “Sheng” slang. 
4. Real-world application has taught me to always think about what your packaging will look like in real-world environments. Packaging that looks amazing on a screen in the boardroom’s sanitized environments won’t always present as well on wall branding, haulage trucks, or billboards along Masaka road where mud, dust keep splashing on your white sparkling sanitized brand look. This one we learnt the hard way.
5. Be willing to review and update your packaging based on consumer feedback and evolving market trends. This will help keep your packaging relevant and engaging, or at the very least ensure you don’t get left behind.