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Packaging effect and purchase decisions at the PoS

From product perception to final purchase
Packaging effect and purchase decisions at the PoS

70% of all purchase decisions are made spontaneously at the point of sale. For the key battle at the PoS, however, usually only one weapon is available: The packaging. As a “last man standing”, it must influence and control the consumer’s perception and motivation to buy from the first perception of the product to the final purchase decision. In eye-tracking tests and interviews, we have examined the interrelationships that come into play and how the right packaging design becomes a factor for victory at the PoS.

The Creality Eye Tracking System has long been one of the most important tools of our work. In combination with interviews, we have increasingly studied and identified packaging characteristics that have a positive influence on product selection and the final purchase decision. Our investigation followed the principle of zooming-in. Supermarket shelves are viewed and analyzed from three key distances. We are now presenting some important findings using the example of the “ground coffee” market segment.


Another five meters!  Product perception.

From this distance, attention-grabbing colors, which at the same time conform to the product or brand, determine the consumer’s perception. Clearly conceived picture elements or significant forms can also make a strong contribution. If a package is perceived positively from a distance of five meters, the probability of the final purchase increases considerably.


Three more meters! First purchase decision.

From this distance, the final purchase decision is already made very often. Primarily responsible for this are the graphic design elements, which enable a clear identification of brand, product name and type. The results are clear: the clearer the concept, the more the product is selected and purchased.


Another meter! Final purchase decision.

From this distance, it is graphic details and features of the packaging, such as opening aids or reclosures, that are perceived and positively evaluated by the consumer. Convenience aspects in particular can be a final confirmation of the purchase decision made beforehand at this point in time.


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