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Packaging Design In The Age Of Instacart

Colorkarma’s Shoshana Burgett takes an in-depth look at how “grab-and-go” shopping in the age of InstaCart is forcing brands to rethink their approaches to packaging design.


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About Shoshana Burgett

Colorkarma focuses on design for execution by bringing together unique perspectives on design and manufacturing to ensure a smooth execution on your creative vision the first time. Our mission is to be the leading resource for the creative community providing educational content, industry news, design tips and best practice advice from industry leaders.


By Eddy Hagen on Feb 08, 2022

Interesting! Especially with more and more variations and less and less time to pick the right package, it becomes ever more challenging.

In this context, this study might be interesting: "Understanding consumers' in-store visual perception: The influence of package design features on visual attention" It is based on eye-tracking in a store environment. Here are some of the conclusions:
* Physical design features such as shape and contrast dominate the initial phase of searching. (…)
* We conclude that consumers’ ?rst eye contact depends on simple physical design features, meaning features with little semantic content facilitates initial attention. (…)
* The regression analysis did not ?nd a signi?cant relation for design features like size, typography, brand letters, brand pictures, and color.”
The full paper: https://www.academia.edu/16724679/Understanding_consumers_in_store_visual_perception_The_influence_of_package_design_features_on_visual_attention

And I have to admit that recently bought a wrong package of breakfast cereals... It had a yellowish orange or orangish yellow as accent color. But I bought a different one, with a 10 dE00 color difference. Just because my mind was not set on critical color comparison... More on that: https://www.insights4print.ceo/2022/01/my-color-memory-irl-its-embarrassing/



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