It’s said that buying decisions are made at retailers’ shelves and that packaging is the ultimate influencer. While statistics vary among reports, they all agree that packaging influences the majority of purchasing decisions (from 70% to 85% of the time).

This power comes from the fact that package design is a powerful communications tool. In selling environments, design contributes to brand and product visibility, impact, and memorization. It also stimulates the senses, creates expectations, and generates perceptions of quality, performance, and value. In short, packaging relies upon design to eliminate doubt and compel purchase by establishing credibility.

What is credibility? I’ve found several definitions that, while slightly different in tone and direction, are altogether accurate:

1. The power to inspire belief.

2. Offering reasonable grounds for belief.

3. Sufficient capacity to be effective.

Along with these definitions, words such as “plausible,” “authentic,” “reasonable,” and “satisfying” come into play.

One other word cannot be overlooked when defining credibility. When it comes to package design and other marketing-related activities, the most important word is “sales.” Without sales, nothing else matters.

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By Jeffrey Spear, President of www.studiospear.com