Professor Ben Voyer explains how the luxury market is utilising packaging to tap into the consumer psychology and initiate purchasing decisions.
In a world overflowing with options, the relationship between consumers and their choices can be paradoxical. While proclaiming to love choice and to an extent consumers even demanding it, some studies argue that the act of choosing is a daunting one for many of us. This dynamic is particularly relevant in the luxury sector, where the interplay of emotions, status, and decision-making processes shapes consumer behaviour.
Understanding this intricate web is crucial for brands aiming to connect with their audience effectively and at London Packaging Week, Professor Ben Voyer delved into the science behind consumer choices in a talk on how and why consumers make choices.
Voyer posits that "consumers love choices as much as they hate choices." This duality lies at the heart of consumer behaviour. Choice represents control and freedom, which consumers appreciate, however, the mental effort required to make a decision can be overwhelming. He notes, “having choice is a luxury advantage, so we may move to have control over resources and when we actually have a choice, that's a sign that we're in control of things. We like that ability but at the same time, it's energy consuming.” In this sense, choice is synonymous with empowerment. Yet, the paradox emerges when consumers are faced with too many options.
The phenomenon known as the "tyranny of choice" highlights how excessive options can lead to decision fatigue, ultimately decreasing consumer welfare. Voyer emphasises that "the optimal number of choices is typically three to five." When options exceed this threshold, consumers can become paralysed, unable to make a decision, which undermines the very control they seek.
Understanding Decision-Making: The Three Stages
To effectively design packaging that facilitates decision-making, brands must understand the three key stages in the consumer decision-making process: thinking, feeling, and doing. Each stage presents unique challenges and opportunities for brands to engage with their audience.
1. Thinking: The Cognitive Load
The first stage, thinking, involves processing information. Consumers approach this stage with varying levels of expertise. Voyer notes that "not all products, not all categories, require the same amount of thinking information. A lot of the products we buy actually require very little information, whereas a lot of products that can be technical require a lot of information. So when it comes to thinking consumers will first have to think about what there is to think about, the joy is that not everyone is able to think the same way.”
The cognitive load, or the mental effort required to process information, plays a crucial role in this stage, for instance, a luxury perfume may need minimal deliberation, while a high-end electronic device may necessitate extensive research. Voyer explains, "the more we have to choose with complex features, the more that cognitive load actually means that it's too high and we can't make a decision."
Brands must be mindful of the information they present on their packaging. If a product requires extensive deliberation, the packaging should provide clear, concise information that eases cognitive burden.
Moreover, Voyer points out that emotional stress can interfere with decision-making, further complicating the process. In high-pressure situations, such as emergency purchases, consumers tend to favour quick decisions over thorough evaluations. “When we are in a high emergency situation we haven’t planned to purchase, people actually want the fast information so they want all the elements that can help them make a shortcut fast decision,” he states, emphasising the importance of designing packaging that offers immediate, easily digestible information.
2. Feeling: Emotional Connections and Branding
The second stage of the decision-making process, feeling, delves into the emotional connections consumers forge with products and brands. Voyer underscores the significance of emotions in shaping consumer behaviour, asserting, “positive emotions typically have positive impacts on spending and buying behaviours. So when we are in a good mood, we are happy and can take action and make decisions. Interestingly, when we are sad the research shows that one of two things can happen. As a way to take back control we may take purchasing decisions, or we may be more critical of the information and products and engage in slower way than we usually would.”
Luxury brands often leverage emotional branding to create lasting connections, with nostalgia being a particularly effective strategy. Nostalgic products evoke positive memories and feelings, enhancing consumer mood and encouraging purchasing behaviour. Voyer highlights the power of feeling included and belonging to a group, noting, "one of the most powerful forms of emotion is the feeling of being included, of being part 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 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. 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.
“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.
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.
As the luxury market continues to evolve, brands must adapt their strategies to meet the changing preferences of consumers. In a landscape characterised by an abundance of choices, the ability to simplify the decision-making process through effective packaging design will be crucial for success.
By leveraging insights from consumer psychology, luxury brands can create packaging that resonates with their audience, fosters emotional connections, and encourages action. Understanding the delicate balance between choice and decision-making will empower brands to navigate the complexities of consumer behaviour.
In an age where consumers are bombarded with options, luxury brands that prioritise the art of choice through strategic packaging will not only enhance their brand image but also cultivate lasting relationships with their customers. By simplifying choices, evoking emotions, and encouraging action, luxury brands can thrive in an increasingly competitive market, ensuring their offerings remain desirable and relevant.
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