Brand Design Expert Unpacks Why 85% of Shoppers Buy Based on Packaging

The research-backed design system shows how smart packaging influences up to 85% of shopper decisions at the point of sale.

Packaging Design & Consumer Behavior: Key Findings

73% to 85% of purchases happen at the point of sale, so brands that optimize packaging can directly drive sales at the critical moment of decision.

Design that blends behavioral science with visual strategy grabs attention and guides choices, helping brands turn shelf presence into measurable revenue.

In-market testing of packaging predicts real consumer reactions, allowing brands to reduce risk and make data-backed design decisions before full-scale launch.

Most people make up their minds before they even reach the register.

Studies from the National Library of Medicine show that 73% to 85% of purchases happen right at the point of sale, and a product’s packaging can be the deciding factor.

In other words, packaging design directly shapes what gets sold and what gets skipped.

At global branding agency Willoughby Design, this idea drives every project.

In an interview with DesignRush, Managing Director Katy Briggs shares how her firm applies behavioral science to shape packaging strategy and drive real-world results.

Briggs’ insights reveal what catches attention at the shelf, and how it shapes buying decisions.

Behavioral research shows that people make purchase decisions quickly, often based on emotion.

Packaging design plays a big role in those choices through color, typography, layout, and graphics.

McKinsey’s 2025 Global Packaging Survey backs this up.

It shows that practical factors like shelf-life and food safety matter most to consumers, while environmental considerations, though important to some, have less influence on what people actually buy.

And Willoughby Design approaches projects with this understanding.

Design decisions respond to observed consumer behavior rather than serving purely aesthetic goals.

How Willoughby Turns Behavioral Insights into Shelf Strategy

When asked how Willoughby Design uses insights from purchasing behavior, Briggs says the firm starts by understanding the competition and what drives people’s choices.

“Understanding what drives purchase decisions is critical to creating compelling brand experiences on the shelf.

“We start each new project with a deep dive into the competitive landscape to learn from the market leaders and the challenger brands in the space.”

She points out that every category has its own quirks, but design should always focus on what actually motivates people.

“Every shelf in every aisle of a grocery store brings a unique set of criteria that informs shopping behavior and purchase decisions.”

A lot of a product’s packaging impact comes from how its visual elements grab attention and communicate clearly. When asked which elements are underused, Briggs reframes the focus:

“This varies by project. We have to consider all of the specifics of the brand, the product category, and the consumer expectations.”

No design decision stands alone. She explains:

“Every aspect of our packaging design must work harmoniously to create a distinct and memorable experience for the shopper.

“It has to communicate effectively and stand out. This requires leveraging all of the tools in our toolbox and considering every strategic design choice.”

Using color psychology, type, imagery, and layout in the right balance makes packaging that actually gets noticed and tells the brand’s story, instead of just sitting there on the shelf.

How Brands Test Packaging Before It Hits the Shelf

Understanding potential impact is one thing; measuring it is another. Briggs outlines how Willoughby helps brands make evidence‑based decisions:

“There are a variety of factors that inform how testing is managed. The strongest drivers are often centered around launch timing and budget.”

Testing approaches vary depending on client needs. Some brands use pre‑commercialization concept testing to predict consumer reactions.

Others opt for in‑market testing to accurately assess real purchase conditions.

Briggs points out that market tests usually give the clearest view of performance because they reflect real buying behavior, providing a more reliable indicator than lab studies or surveys.

Case Study: Packaging That Converts for Jewelry

Strong packaging does more than look nice. It shapes how people feel and how they act in the moment.

Willoughby’s recent work for a jewelry client shows this in action.

The challenge was to create an elevated unboxing experience for shoppers buying for themselves and those buying gifts.

Each group has different expectations, so the packaging had to connect with both in just the right way.

“Our client was looking for an upgrade for their direct-to-consumer unboxing experience for their female self‑purchasing and gift‑giving customer,” Briggs explains.

“Although the packaging needed to work for a gift purchaser, self‑purchasers make up a large percentage of sales.”

The design also had to be visually appealing online, where packaging photography influences shoppers' browsing of digital channels.

Briggs notes that it was crucial to tailor the experience to the context of each purchase.

“Knowing the circumstances of a purchase and how it will be experienced was a key factor in how we approached this project.”

The agency designed a branded packaging system that feels luxurious and delivers a consistent experience every time someone interacts with it.

People make buying decisions almost instantly, so brands need a sense of how shoppers will react.

Recreating the shopping experience isn’t easy, but market tests with clear parameters give the best sense of how products perform in the real world.

Why Smart Brands Treat Design as Strategy

Many brand leaders still view design as purely visual rather than a strategic driver of behaviour.

Briggs says the mindset is changing:

“Executives who treat packaging as a vital expression of their brand use design-thinking and rely on customer insights to create memorable experiences that drive purchase decisions at the point-of-sale.”

When someone is standing in front of a literal or virtual shelf, packaging does the talking.

The words, the visuals, and the overall feel work together to signal what the brand is and whether it’s worth considering.

When those elements are consistent, they make the decision easier without the shopper even realizing it.

This is why packaging matters.

Packaging shapes perception, influences choice, and makes the brand stand out exactly when it counts.

Original Source: https://bit.ly/4tGo3pM