The Influence of Packaging on Women Consumers

Blue is the favorite packaging color for women, followed by red.

Women make or influence 80 to 85 percent of all family purchasing decisions, rising to 93 percent in categories like over-the-counter medications and food, according to the Weatherchem Corporation. Since a woman may only dedicate 2.6 seconds to her selection, manufacturers would be wise to package their products for maximum feminine appeal.

Color and Image

Young women are especially drawn to packaging that has an elegant, stylish design. Surprisingly, pink is low on the spectrum of packaging color preferences. Women like blue best, with red a close second, reports the Packaging Digest. Surveys show that pictures of celebrities on a package do not particularly attract women buyers.

Ergonomics

Functionality and ease of use make a product female-friendly. A visually-appealing shape is desirable, but how a product is opened and closed is of the utmost importance, Weatherchem's research shows. Products with easy closures score high points with women. Control of the amount dispensed is also a key factor in preference.

Size

In general, smaller-sized packages attract buyers; since today's households are shrinking, products need to be easily consumed in a short time period. They also must be simple to store. Additionally, products should be packaged so that they can be gripped and lifted with ease, perhaps with handles attached.

Text

All lettering on a package had better be large and easy to read in order to attract woman consumers. In essence, it should scream the benefits of what is inside. A final female-friendly advantage would be the inclusion of uncomplicated instructions for use of the product, according to Packaging Digest.

References

• Weatherchem: Women's Influence on Packaging
• Packaging Digest: If You Package It, Will She Buy?