At CuCo some of our best-accredited work has been our various projects involving packaging design, which our designers love to get involved in! 

One of our all-time favourites, alongside our design work for Wild England and Dorset Sea Salt, is our Communicator award-winning packaging design for pet food brand Ousri, which we were recently delighted to see on the homepage of the World Brand Design Society’s website. 

Packaging is an integral part of a product. Being the silent salesperson, packaging can pull your product out of the supermarket’s sea of shelves and grab the consumer’s eye. As masters at the craft of packaging design and branding, we thought it was only fair to delve into the introductory psychology behind packaging design to give you some insight into what to consider to make yours as successful as possible.


Every colour holds a set of associations. This means these colour associations can evoke emotions and trigger reactions, so it is imperative to get these on point to receive your desired consumer response. For example, it’s commonly known that red can be used to imitate love and passion or urgency, whereas green can connote envy or nature and health. 

Colour psychology is not something that’s uncommonly known. So, while this may not be brand new to you, please take this as a reminder to consider that it is vital to ensure you select your Pantones based on the emotion you wish your brand to convey. 


For the most part, simplicity in packaging is always the most successful route to go down, although it’s easy to get ahead of yourself. Simplicity = clarity.

Simplicity and clarity are essential in your packaging design as it will clearly communicate what the product is and highlight your chosen unique selling points boldly to the consumer. Products that demonstrate their key benefits and function perform considerably better, allowing consumers to make purchase decisions quickly and reducing dwell time. So, if you think your designs are too full on, they probably are!


It seems like a far stretch, but believe it when we tell you there is even a psychology behind your brand’s typeface. The difference in a font’s weight, texture, and shape can impact human emotions and perceptions of the story behind its message. So, when considering your fonts for your packaging design, remember that positive emotional responses are conveyed over more recognisable and softer font types rather than pointy and sharp fonts triggering negative emotions. 

When dealing with the challenging debate of sans serif Vs serif fonts, note that serif works for more traditional & trustworthy branding, whereas sans serif serves a more modern & clean look. 

Sensory Appeal

Believe it or not, the sensory appeal of a packaging design is a big deal and is more than what meets the eye. Textures and materials of the packaging can elicit tactile interactions, building the consumer’s intrigue and influencing their perceptions of quality. 

For example, a glossy texture can convey a sense of luxury. In contrast, a matte surface appeals to an association of being natural and organic so that it can bode well with all your aspiring brands.

Being experts, we have configured a vast backlog of information about the science behind the psychology of packaging design in our years of experience, so we’ve kept it brief, otherwise we’d be here all day! 

If you’re itching for more information or want some support with developing your packaging design to achieve your desired branding associations and perceptions, don’t hesitate to contact us. We can chat with you about this for hours. It is our forte, after all!