Why You Always See A Rainbow Of Fruit On Juice Packaging

Contributor Ryan Canady waxes poetically (well maybe not) on the wonders of the rainbow of fruit on juice packaging? Read on.

If one were to stop by any grocery store in the country and approach the juice aisle, they would be greeted by row after row of options. Everything from national brands promoting their 100% juice content to drinks that barely rank as more than sugar-water would be available. However, despite the actual product contained within, all juice packaging will almost inevitably feature a whole host of different types of fruits pouring out.

Why Some Heavy On The Images?

Images play a large role in everyday life, there is little question about that. At the same time, it is reasonable to assume that most consumers make purchases based on price considerations and other facts. Not so says a lot of marketing research. In his landmark marketing book “Brandwashed” Martin Lindstrom talks about how the use of images on juice containers promotes the idea of freshness in the minds of shoppers,

“In the fruit juice world, it’s a generic rule of thumb that the more fruit a manufacturer displays on the side of the juice carton, the greater will be our perception of freshness..”

Subtle cues like this often lead consumers towards certain types of purchases and away from others.

What This Type Of Marketing Says About Packaging In General

A key takeaway lesson from this example is that packaging matters for what it can do to our subconscious minds as much as anything else. While some concrete measures such as reducing the amount of plastic used or making the container easier to carry appeal to some shoppers, other less obvious cues matter a lot more.

Pay special attention to colors, text, images, and perception as much as anything else when creating the packaging for a particular item. These factors weigh heavily on how much a product sells.

Contact us for other important information about product packaging and the role it plays in getting products off the shelves and to the cash registers.