New Study Says that Packaging Influences the Buying Decision of 60% of Chocolate Purchases!


decorative tins for chocolate

A new study conducted by the University of Melbourne in Australia, concluded that packaging had a major influence on consumer choices but also enhanced their emotional reaction to the product.  “An estimated 60 percent of consumers’ initial decisions about products are made in stores solely by judging the packaging,” says one of the researchers, Sigfredo Fuentes.

Not only did the packaging influence the buying decision but the perception of the product inside. The taste testing results were different when no packaging was presented than when the packaging was visible while the participant was tasting the chocolate. Positive emotions were prompted by the packaging. Participants in the study rated the chocolate lower if the packaging did not match the product inside.  Read the full article.