Packaging and Consumer Imagination

Studies show that many consumers make assumptions about how a product will look, taste, and feel by simply looking at the image on the packaging. Strong packaging is essential because the visual elements incorporated into the design help influence a consumer’s purchasing decisions. Packaging also helps with:

  • Attracting customer attention
  • Transforms the message
  • Impresses customers and helps them distinguish between products

Packaging Elements

These four packaging elements help affect the consumer’s purchasing decision:

  1. Informational Elements
    • Informational elements supply the product information, including a brand name, address, facts, ingredients, and volume.
  2. Visual Elements
    • Visual elements include the shape and graphics on the packaging.
  3. Aesthetic and Functional Design Elements
    • These design elements include shape, illustration, color, logo and branding, company name, product name, and graphics.
  4. Functional Design Elements
    • The functional design elements of packaging include structural design, protection, opening, closing functions, and material.


The proper use of color increases the visual stimuli of the product and helps tie together a brand. Color also has an important role for customers in identifying products and distinguishing between product groups.

Shape and Size

Another factor that plays into the consumer’s buying behavior is the shape and size of the packaging. Typically, consumers are looking for products that are convenient to use and easy to carry around. In addition, the shape of the packaging can make the product more aesthetically pleasing.

How to Choose the Best Packaging

The best way to choose packaging is to consider all the factors contributing to the consumer’s buying decisions. Understanding your desired customer’s expectations is essential to ensure their needs are met. 

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.