In the hyper-competitive world of consumer packaged goods, packaging isn’t just a container. It’s a behavioral catalyst. It influences how we notice, evaluate, and choose products in a matter of seconds.
At Behaviorally, we’ve tested thousands of packaging designs and consistently found that successful ones align with our 4S Framework: Seen, Shoppable, Seductive, and Selected. But what does that look like in action?
We asked some of our clients and industry experts to share what truly makes packaging work. Their insights reveal six essential roles packaging must play to drive consumer choice, all grounded in behavioral science and proven by real-world performance.
1. Packaging Must Communicate a Need, Instantly and Clearly
"Effective packaging isn’t just about catching the eye… it’s about delivering clear value in an instant," said Erika Thrun, Consumer Insights Manager at Glanbia Performance Nutrition. "It should communicate what the product is, why it matters, and how it’s used, all at a glance."
This is the heart of Shoppability. Clear, prioritized messaging and visual simplicity help consumers find, compare, and choose your product quickly, whether on a shelf or a screen.
2. Packaging Should Forge an Emotional Connection
"Truly effective packaging connects emotionally, stands out on the shelf, and helps people understand why it’s superior," said Lori M. Herman, Director of Insights & Analytics at NA Ventures.
"It’s a powerful marketing tool that influences perception, often before they even touch the product," added Frances Santana, Associate Insights Manager at Colgate-Palmolive.
These emotional cues contribute to Seductiveness, the emotional magnetism that makes a pack not just functional, but desirable. Design elements like color, imagery, and shape can evoke trust, excitement, nostalgia, or joy.
3. Packaging Helps Tell the Brand Story
"Effective packaging design should elevate the brand across both physical and digital shelves," said Xavier Vaissière, Senior Manager, Omnichannel Insights at Colgate-Palmolive. "It fosters brand loyalty and becomes a pivotal element of storytelling and trust-building."
"Our latest design celebrates Lindor’s legacy while clearly communicating the product’s unique features," said Anca Bungardean of Lindt & Sprüngli. "It’s the result of a continuous refinement process."
Strong brand packaging is both Seen and Selected. It is recognizable, memorable, and reinforces why consumers choose the product time and time again.
4. Packaging Must Evolve to Stay Relevant
"For us, effective packaging must convey happiness to the consumer, with clarity, transparent spaces, and minimal text," said Alyna Cárdenas, Marketing Manager at Malena Produce. "It should be recognizable and reinforce the value proposition."
"To remain Seductive and Selected, packaging must feel modern and relevant while preserving the distinctive assets that drive brand recognition and trust," added Erika Martinez and Norma Martell of Grupo Bimbo.
5. Packaging Must Perform Across Physical and Digital Channels
"Effective packaging design today goes beyond aesthetics and functionality. It must create a cohesive and memorable experience across physical and digital shelves," emphasized Xavier Vaissière.
"To be Seen and Shoppable online, packaging must prioritize simplicity, contrast, and mobile-friendly visuals while staying consistent with in-store presentation," added Abigail Grewenow, Freelance Graphic Designer.
6. Packaging Must Meet Supply Chain and Sustainability Demands
"Today’s design must align with environmental consciousness using recyclable materials and conveying purpose," said Sylvio Korytowski, Consultant at Kick Off Consultores.
"Effective packaging conveys confidence that the product is fresh, useful, and a good choice for your family," added Alyna Cárdenas.
These factors support Selection. Sustainable, trustworthy packaging builds credibility and helps brands win long-term loyalty.
Final Thoughts: Packaging That Aligns With Behavior Wins
As Mario Narita, CEO of Narita Design, aptly put it, most products rely entirely on their packaging to communicate, and that interaction lasts mere seconds. Winning brands don’t leave that moment to chance.
They design packaging to:
- Be Seen: Instantly cut through visual clutter
- Be Shoppable: Make decisions feel easy and confident
- Be Seductive: Spark an emotional connection
- Be Selected: Drive trial and build loyalty
Curious how your packaging stacks up? Contact us today. Let’s put it to the test and make sure every design decision is backed by real shopper insights.
THE AUTHORS
Katie O’Connor is the Senior VP of Key Accounts at Behaviorally, where she teams up with global brands to create standout packaging and shopper strategies. She’s passionate about market research and tech, always on the lookout for fresh, innovative ways to shake up the insights world and help brands grow.
Gabriel Velez is the VP of Business Development at Behaviorally, where he drives growth by helping brands unlock the power of behavioral insights to win at the point of purchase. With a passion for strategy and innovation, Gabriel builds strong client partnerships and identifies new opportunities to deliver impact at scale. He brings a forward-thinking mindset to every engagement, focused on shaping the future of shopper marketing and brand success.
