Introduction
The constant search for opportunities to increase consumer interest through unique advertising and individual strategies for influencing target consumers has always been a significant marketing challenge. In their attempts to engage customers, manufacturers and retailers use a variety of approaches and solutions based both on creating brand value and on more primitive steps, such as promotional offers. One of the tools designed to draw buyers’ attention is the use of graphic elements, including the color of the product, its shape, the principle of displaying information on the package, and some other components. It has been proven that the visual appeal of products is one of the purchasing incentives, which opens up a wide scope for marketers to be creative (Barchiesi et al., 2018). This work is aimed at identifying relevant graphic design techniques used in modern marketing, such as color patterns, historical narratives, product shapes, and visual labeling.
Color Patterns as Marketing Incentives
One of the graphic design principles actively utilized to increase interest in the target products is the use of appropriate color shades. Traditionally, some visual methods are associated with perception stereotyping, for example, aggressiveness, shown through red, or mystery, conveyed by dark colors. However, as Barchiesi et al. (2018) argue, some persistent perceptual patterns that have formed over decades have transformed or ceased to exist. For instance, the authors note that green shades, which have always been associated with nature and health, are not a trend, and white and blue colors have taken their place (Barchiesi et al., 2018). Hoseini Siahdashti (2019) complements the idea of the influence of colors by arguing that different shades are designed to influence distinctive consumer purchasing intentions because buyers intuitively perceive corresponding colors as those associated with specific products. As a result, even in such a narrow marketing field, dynamic shifts are taking place.
From a deeper impact perspective, marketers often use color to address the target audience’s unique cultural characteristics. According to Hoseini Siahdashti (2019), unique packaging designs can be perceived distinctively by consumers based on their ethnic or other characteristics, which is critical to consider when manufacturing some goods. Yew et al. (2020) support this idea and add that appropriate palette hues can act as triggers to remind shoppers of specific products and be associated with individual products. In the context of creating unique marketing propositions, this factor can be used to advantage, but preliminary segmentation of the target audience should be performed. Thus, colors are an important element of graphic design, directly influencing purchasing intentions and stimulating sales of related products. At the same time, while speaking of cultural characteristics, product packaging can be designed with unique historical patterns, which can also be an effective demand amplification instrument.
Historical Narrative as a Purchasing Driver
The ability to influence demand through unique cultural patterns is a potentially powerful marketing move that enhances consumer interest and is a way to bring manufacturers closer to buyers. According to Chimenz and Sorrentino (2017), relevant historical narratives that a manufacturer places on product packaging are often a purchasing driver. Yew et al. (2020) explain such a mechanism of influence through innovative creations; the authors mean that consumers tend to pay attention to packaging that touches them and influences their subconscious. Chimenz and Sorrentino (2017) confirm this and note that when buying products with graphic elements that reflect historical and cultural trends, consumers may experience feelings of nostalgia, tenderness, or other pleasant emotions. As a result, both parties, including buyers and manufacturers, remain satisfied.
As stories used through the perspective of a historical narrative, marketers utilize relevant topics that buyers perceive as personal images. Chimenz and Sorrentino (2017) provide an example of geopolitical events, social movements, and other contexts that are specific to a certain cultural community and unite the target audience through a common message and similar attitudes. For Hoseini Siahdashti (2019), this marketing perspective is largely linked to the place of purchase, when the buyer forms the appropriate hooks that are reminiscent of the shopping experience. Chimenz and Sorrentino (2017), in turn, make bolder arguments and state that through a historical narrative linked to either the past or the future, marketers tap into the subconscious cues of shoppers. This is performed not only to capture attention but also to create a sense of personal impact. As a result, this graphic design method is a viable strategy. Nonetheless, customer engagement tools are not limited to color or historical narratives; the shape is a common instrument for creating unique experiences in public, which manufacturers and marketers use successfully.
Aesthetic Appeal Through Shapes
Along with color, package design can have various three-dimensional forms, which are often used to attract consumers’ interest. In their study, De Bondt et al. (2018) note anthropomorphism as one of the production strategies applied by manufacturers. In other words, products that are similar in style to the body figure are perceived as unique products that differ from traditional flat shapes and, therefore, are in demand. However, Hoseini Siahdashti (2019) partly refutes such a thought and notes that consumers generally do not have a clear idea of what a product should look like. At the same, the researcher states that in the buying process, customers are often guided by aesthetic preferences, and “73% of purchasing decisions are made at the time of sale” (Hoseini Siahdashti, 2019, p. 546). In general, both positions are logical because, when seeing a human figure, which can also have unique gender differences, buyers tend to associate it with a real human (De Bondt et al., 2018). In reality, this can be achieved through the use of simple anthropomorphic forms. Nonetheless, despite its simplicity, this graphic design principle is a common way to capture consumers’ attention.
Anthropomorphism in marketing is most common in the cosmetics or personal hygiene industry. Hoseini Siahdashti (2019) cites the design of bottles for shampoos, lotions, liquid soap, and other personal care products made in the form of human figures, thereby creating a clear association with essential goods among buyers. De Bondt et al. (2018), in turn, confirm this idea statistically: about 45% of such products have at least one anthropomorphic element in their design (p. 698). Thus, from an aesthetic perspective, graphic design performs a critical function, but other methods of influence, such as appropriate labeling, often play a decisive role for buyers.
Visual Product Labeling
The aesthetic function is not the only one that shapes consumers’ purchasing preferences. Petrova and Garcia-Retamero (2018) note that appropriate labeling principles help consumers address their health concerns because buyers feel protected when all goods’ characteristics are reflected transparently, for instance, on food products. Barchiesi et al. (2018) complement this position by drawing attention to eco-labeling as one of the most sought-after tools in packaging design, which is relevant in the context of existing social and health issues. As a result, labeling is positively correlated with safe decision-making related to purchasing intentions.
Another important implication of labeling is the advertising power it has on consumers. According to Hoseini Siahdashti (2019), “labels on packages are important components of the overall marketing mix and can support promotional claims, create brand identity, enhance name recognition, and optimize cache space allocation” (p. 545). De Bondt et al. (2018) agree with this view and mention gender labeling as an example of when a specific design can target either men or women. Hoseini Siahdashti (2019) expands this design method’s range of influence and draws attention to the importance of adequate labeling that meets the interest of numerous buyers. The author explains this by saying that not all consumers perceive the visually received information in the same way (Hoseini Siahdashti, 2019). Therefore, universal graphic elements allow the client to get basic data about corresponding goods, which helps marketers interact with the target audience within this communication mode.
Conclusion
Graphic design is an essential tool marketers and manufacturers use to create relevant buying intentions among target consumers and emphasize the individuality of products. As relevant techniques, color and shape patterns are utilized to address buyers’ aesthetic needs. In addition, historical narratives can be part of product design, which is consistent with a customer-centric approach. Labeling, used as a communication tool, helps reflect the necessary information on products, which is relevant both as a marketing step and from the perspective of ensuring safe consumer decisions. Graphic design trends tend to change, reflecting cross-cultural, geopolitical, and other factors.
References
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De Bondt, C., Van Kerckhove, A., & Geuens, M. (2018). Look at that body! How anthropomorphic package shapes systematically appeal to consumers. International Journal of Advertising, 37(5), 698–717. Web.
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Yew, L. K., FengQiao, C., Hoo, W. C., Omar, R., & Kowang, T. O. (2020). The influence of packaging attributes on the customer buying decision. INTI Journal, 2020, 278–283.