Short answer

Consider using unexpected or intriguing textual elements on packaging, especially for products prone to impulse buys, and explore the synergistic effect with emojis to maximize consumer engagement.

Field: Innovation & Design
Source: Psychology and Marketing (2023)
Method: Experimental studies
Evidence: Strong effect

Employing unconventional textual messages on product packaging can significantly increase impulsive purchases by stimulating consumer curiosity. This innovation & design research insight is drawn from a 2023 study published in Psychology and Marketing. Using Experimental studies, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Consider using unexpected or intriguing textual elements on packaging, especially for products prone to impulse buys, and explore the synergistic effect with emojis to maximize consumer engagement.

Study

Innovation & DesignRecentStrong effect

Unconventional Packaging Messages Drive Impulsive Purchases by Igniting Curiosity

Employing unconventional textual messages on product packaging can significantly increase impulsive purchases by stimulating consumer curiosity.

Psychology and Marketing · 2023

Key Findings

01Unconventional packaging messages are more effective for impulsive products than for planned purchases.
02Unconventional packaging messages increase both healthy and non-healthy impulsive product purchases.
03Consumer curiosity mediates the relationship between unconventional packaging messages and increased impulsive purchases.
04Emojis enhance the effect of unconventional packaging messages on customer curiosity.

Application

Design takeaway

Consider using unexpected or intriguing textual elements on packaging, especially for products prone to impulse buys, and explore the synergistic effect with emojis to maximize consumer engagement.

How to apply

Test unconventional taglines or descriptive phrases on packaging prototypes and measure consumer curiosity and purchase intent compared to standard messaging.

Project actions

01When designing packaging, think about how the words you use might surprise or intrigue someone.
02Consider if adding emojis could make your message more engaging for impulse buys.

Method & Evidence

AimTo investigate the impact of unconventional packaging messages on impulsive product purchases, exploring the mediating role of curiosity and the moderating role of emojis.

MethodExperimental studies

ProcedureMultiple studies were conducted where participants were exposed to products with varying packaging messages (conventional vs. unconventional) and the presence or absence of emojis. Purchase intentions and curiosity levels were measured.

ContextConsumer packaged goods, retail environments

Variables

IVType of packaging message (conventional vs. unconventional), presence of emojis.

DVImpulsive purchase intention/behaviour, consumer curiosity.

CVProduct type (impulsive vs. planned), product category (healthy vs. non-healthy).

Strengths & Limitations

Strengths

+Multiple studies provide robust evidence.
+Investigates mediating and moderating factors, offering deeper insights.

Limitations

It's hard to perfectly replicate a real shopping environment in a controlled test, and people's reactions to 'unconventional' can be very subjective.

Reliability & validity

The use of multiple studies and controlled variables likely enhances the reliability and validity of the findings regarding the psychological mechanisms at play.

Think critically

How might the definition of 'unconventional' change over time, and how could this impact the long-term effectiveness of this strategy?

Design Principles

"Leverage novelty and curiosity in packaging communication to influence spontaneous purchasing decisions."

In highly competitive markets, packaging is a critical touchpoint for influencing consumer behaviour at the point of sale. Understanding how to leverage design elements like messaging can provide a competitive edge and drive sales, particularly for products where impulse buys are common.

What This Means for Your Design

Weird or surprising words on packaging make people buy things on impulse because it makes them curious. Emojis can make this effect even stronger.

How to use in your project

1.You can use this research to justify your choice of packaging text and imagery if your design aims to encourage impulse purchases.

Add to My Project

Quick Cite

Paragraph starter

This research indicates that unconventional packaging messages can significantly boost impulsive purchases by fostering consumer curiosity. For instance, employing intriguing or unexpected textual elements, potentially enhanced by the strategic use of emojis, can capture consumer attention and drive spontaneous buying decisions, a key consideration for products positioned in competitive retail environments.

Source

Psychology and Marketing

Being unconventional: The impact of unconventional packaging messages on impulsive purchases

journal · 2023

View source

Questions About This Research

What does the research say about unconventional packaging messages drive impulsive purchases by igniting curiosity?: Consider using unexpected or intriguing textual elements on packaging, especially for products prone to impulse buys, and explore the synergistic effect with emojis to maximize consumer engagement. Evidence: Psychology and Marketing (2023).
Why does "Unconventional Packaging Messages Drive Impulsive Purchases by Igniting Curiosity" matter for design?: In highly competitive markets, packaging is a critical touchpoint for influencing consumer behaviour at the point of sale. Understanding how to leverage design elements like messaging can provide a competitive edge and drive sales, particularly for products where impulse buys are common.
How can designers apply this research?: Consider using unexpected or intriguing textual elements on packaging, especially for products prone to impulse buys, and explore the synergistic effect with emojis to maximize consumer engagement.
What were the main findings?: Unconventional packaging messages are more effective for impulsive products than for planned purchases.. Unconventional packaging messages increase both healthy and non-healthy impulsive product purchases.. Consumer curiosity mediates the relationship between unconventional packaging messages and increased impulsive purchases.. Emojis enhance the effect of unconventional packaging messages on customer curiosity.
What research method was used?: Experimental studies.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2023 journal from Psychology and Marketing.
What should I do differently in my next project?: Test unconventional taglines or descriptive phrases on packaging prototypes and measure consumer curiosity and purchase intent compared to standard messaging.
What are the limitations?: The effectiveness may vary across different product categories, cultural contexts, and consumer demographics. The study focused on textual and emoji elements, not other design aspects.