Consumers Agree, Packaging Design Can Influence Purchasing Decisions

Ever wonder why you might choose one product over another? Sometimes the proof is in the packaging. A national study conducted by the Paper and Packaging Board and IPSOS shows that 7 in 10 (72%) of consumers agree that packaging design can influence their purchasing decision.

Of course, this isn’t surprising to us. We know that packaging is often the first interaction that shoppers have with a product. It is tactile and intimate. It tells a story, sets the tone and provides a tangible experience for consumers. It is an extension of a brand and its unique identity.

Our study uncovered some other interesting statistics that show the powerful influence packaging can have over consumer decisions.

  • • 71% of consumers said they were more likely to buy brands that package their products in paper or cardboard, than in other materials.
  • • 68% of consumers said they were most likely to buy something in a paper or cardboard package if given the choice between paper or plastic.
  • • 67% of consumers agree that when selecting which products to buy, they’re often influenced by the material they’re packaged in.
  • • 63% of consumers said that they were more likely to buy products packaged in paper or cardboard because they can reuse the packaging.
  • • 63% of consumers said that paper and cardboard packaging makes a product seem premium or high quality.


Does design matter? Most consumers surveyed (83%) agree that paper and cardboard packaging can be innovative. In fact, roughly seven in ten Americans feel that paper-based packaging allows for more creativity in design than other packaging materials (75%) and that products packaged in paper or cardboard seem more artisanal or hand-crafted (69%).

Packaging plays an important role in a variety of industries, from subscription boxes to gourmet chocolates. For some examples of innovative packaging at work check out these videos:


To see the final results of the survey, view the full factum.