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When Design Drives Purchase

Product packaging and labeling have been around for centuries, dating back to the first or second century B.C. Even the earliest consumers needed a way to differentiate what they were buying. These early packages, however, only served two purposes—identify and protect the product.

Fast forward to 2014 when purchasing goods is a daily occurrence for us. From food and beverages to clothing and household goods, just about everything we buy has some sort of label on it that has been created solely for that product. Usually the label is attractive, durable, and is designed to be as influential as what it’s covering.

In some cases, however, the label and the packaging become more desirable to me than the product itself.

Nowhere is this more true than in the world of beverage labels. One of my favorite things to do is go down to the local store and pick up a Mix Six—a create your own six pack. While I know what types of drinks I like and what I’ve tried before, I don’t always know what all of the differences are between brands. So, being a designer, I let my right brain take over and make the decision for me.

Call me crazy, but I choose my drinks based on which labels I find visually appealing. This doesn’t always please my taste buds, but it allows me to be adventurous and try new brands, something about which I’m normally a little shy.

Have you done this before? If not, the next time you feel adventurous, I dare you to “judge the book by its cover” and make a design based purchase and think a bit through how you might be advertising your product or service. Could a more appealing label generate more interest in what you’re trying to sell? If so, let Cassel Bear take a stab at adding you to our portfolio of successful product labels and packaging.