Packaging Innovations


of a group. This is an absolute great way to develop these connections.” Luxury brands that tap into consumers’ social identities can foster loyalty and drive sales.


3. Doing: Action and Behaviour The final stage, doing, focuses on the actions consumers take as a result of their decisions. However, Voyer warns that attitudes are not reliable predictors of behaviour. “The correlation between our attitudes and what we actually do is about 10%, so you don’t predict a lot by just knowing what people want,” he explains. In fact, it is past behaviour that is a far better indicator of future actions and what should be focused on.


Understanding the context in which purchases are made is vital and any decisions occur in environments where consumers lack the luxury of time to deliberate. “Most of the buying purchases are made in what we call emergency purchasing iterations in which we haven’t planned to make a purchase. These could be when we have forgotten someone’s birthday or we are out and it has suddenly started raining and now we need an umbrella,” Voyer notes. Luxury brands should consider these dynamics when designing packaging and marketing strategies. For instance, consumers may lean toward products that promise quick satisfaction when pressed for time.


The Role of Packaging in Luxury Market Consumer Decision-Making


Given the intricate relationship between thinking,


feeling, and doing, packaging


emerges as a powerful tool for brands to guide consumer decisions. Effective packaging can simplify choices, evoke emotions, and prompt action, ultimately leading to successful sales.


1. Simplifying Choices To aid consumers in the decision-making process, brands should strive to simplify choices through intuitive packaging design. This means providing clear information that highlights product benefits without overwhelming the consumer and it can help trigger action by consumers that are either experiencing happy or negative emotions. However, Voyer’s assertion that “you need to adopt a different strategy for each of these” emphasises the importance of tailoring packaging based on consumer expertise and knowledge.


By offering a manageable number of options, brands can alleviate the tyranny of


Brands must consider the psychological aspects of consumer behaviour, recognising that different product categories may warrant varying approaches. Voyer suggests that understanding the consumer’s mindsets is important and breaks it down into two different thought processes with packaging being key to ensuring that purchasing decision is triggered.


Luxury brands often


leverage emotional branding to create lasting connections, with nostalgia being a particularly effective strategy”


choice. The packaging should enable quick comprehension, allowing consumers to make informed decisions without the cognitive burden of excessive information.


2. Evoking Emotions


Packaging is also a canvas for emotional storytelling.


Luxury brands can leverage


design elements—such as colour, texture, and imagery—to evoke emotions that


resonate


with their target audience. Voyer explains that emotions can shift consumers from making slower decision to making fast and impulsive ones, stating, “advertising relies a lot on emotions in order to sway the decision because emotions are a very powerful way to make people switch from a kind of slow decision- making process to a fast decision making.” For instance, packaging that employs nostalgic imagery or a rich colour palette can evoke warmth and comfort, enticing consumers to choose a product that resonates with their emotional state. The inclusion of sensory elements, like tactile textures or unique shapes, can further enhance the emotional connection between consumers and products.


3. Encouraging Action Finally, packaging should encourage action.


28 Kennedy’s Bakery Production February/March 2025


“Consumers typically divide into two routes of thinking one is the kind of fast route thinking and the other one is the slow route,” Voyer added “it probably doesn’t come as a surprise but the most common one is the fast route where people don’t think about every detail they are seeing on the packaging about the product. Instead they look at shortcuts, what we call heuristics, that they can make in order to decide whether the product is right for them. They can be winning an award, having a consumer choice, and so on. Any of these heuristics need to be clear on the packaging as they all act as a hack for consumers to drive action and shorten the decision-making process.” During his speech on the Luxury stage


at London Packaging Week, Voyer delved further into how understanding the diverse consumer segments within the luxury market is vital for tailoring packaging strategies. During his speech on the Luxury stage at London Packaging Week, Voyer delved further into how understanding the diverse consumer segments within the luxury market is vital for tailoring packaging strategies. For luxury brands in particular, signalling status and exclusivity through packaging design is crucial in appealing to different consumers.


Packaging that prominently


features brand logos or distinctive design elements can cater to consumers with a high need for status, while more subtle designs may appeal to those seeking inconspicuous luxury. “In the luxury market there are those that are wealthy but have low interest status in that they have a preference for very inconspicuous branding while there is also the opposite, the people who want everyone to know when they’ve made a luxury purchase,” Voyer states.


Understanding these consumer segments allows brands to tailor their packaging to resonate with the specific motivations and desires of their target audience. By doing so, brands can create packaging that speaks to the emotional needs of each segment, whether it’s the understated elegance or big bold branding.


bakeryproduction.co.uk


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36