The Science Behind Packaging Design | Ep 188

Packaging Unboxd with Evelio Mattos

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Fernando Arendar, founder of Nitid Studio, specializes in science-based packaging design. He uses studies and research to understand the psychological and sensory factors that influence consumer behavior. In his LinkedIn posts, he presents side-by-side images and asks viewers to choose based on how they feel. The choices often reveal the impact of design elements like patterns, fonts, and shapes on perception. For example, round shapes are associated with sweetness, while angular shapes can be seen as dangerous. Designers should consider the desired perception of a product and understand their target audience to create effective packaging. The conversation explores the importance of clear and effective packaging design. It emphasizes the need to prioritize key attributes and convey them in a way that is easy for consumers to understand. The discussion touches on the use of color to communicate flavors and the challenges of designing for different cultural associations. It also highlights common packaging design mistakes, such as including too much information and trying to be trendy or original. The conversation concludes with a discussion on the role of awards in the industry and the importance of designing packaging that sells products.

Takeaways

• Science-based design in packaging considers the psychological and sensory factors that influence consumer behavior.
• Design elements like patterns, fonts, and shapes can impact perception and influence consumer choices.
• Round shapes are often associated with sweetness, while angular shapes can be seen as dangerous.
• Designers should consider the desired perception of a product and understand their target audience to create effective packaging. Prioritize key attributes and convey them clearly in packaging design.
• Consider cultural associations and color symbolism when choosing colors for packaging.
• Avoid common packaging design mistakes, such as including too much information and trying to be trendy or original.
• Design packaging that sells products, rather than focusing solely on winning awards.