Recently, there have been published several articles and studies analyzing the correlation between color, transparency and consumer perception in terms of food packaging. If you want to know more about it and learn more about the link between packaging design and consumer perception, continue reading this interesting note.

While the priority of any food packaging is to keep the contents safe and fresh until they reach the final consumer, or to facilitate the inspection and review processes when exporting a product, the aesthetics of the packaging is a second crucial factor to consider. The design elements of each package are important, not only because they make the product look interesting or eye-catching, but because these esthetic elements have actually been shown to have an effect on the consumer psyche, influencing not only purchasing decisions, but also the perceived appeal of the product that is placed inside them.

The"Voice of the Shopper"study, carried out by C + R Milliken & Co, where people attending supermarkets were asked regarding their preferences when it comes to clarity in packaging, demonstrated that consumers want convenience, good storage capacity and clarity in packaging, finding that:

• 38% of consumers said they would choose one package over another if they could see the contents.
• 8 out of 10 customers prefer transparent packaging over other alternatives.
• 70% of consumers said they would pay USD $0.05 more for transparent packaging.

Another study that supports this theory is entitled "Transparent Packaging and Consumer Purchase Decisions" by the Association for Consumer Research (ACR), which compiled the results from a series of experiments that showed that transparent packaging "enhances perceptions of product trustworthiness and leads to greater purchase intention and product selection" (Association for Consumer Research).

The document goes on explaining what led them to this conclusion, stating:

"We argue that this is the case because (1) people associate the notion of" transparent "with honesty, frankness, reliability, and acting clear, (2) they often make inferences and judgments about products based on non-diagnostic signs on packaging that stand out in the purchase context (such as transparency), rather than diagnostic product information (such as ingredients) ...," states this study.

In addition, the transparency of the packaging not only provides an additional advantage to the design and perception of the product in the consumer. In order to make export processes easier, more transparent and correct, transparency helps the inspection of products and the verification of their optimal condition, thanks to the range of vision offered by this type of packaging.

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