Loneliness Shapes Packaging Design
I wouldn't have thought of this connection at first, but I can see it now.
A new paper in Psychology & Marketing ran seven studies with 1,636 people and found that lonely consumers prefer complex packaging over simple, clean designs. The researchers say it comes down to a desire for "symbolic security." When people feel alone, a fuller, richer design feels safer. The effect was even stronger in people who don't naturally feel secure.
I admit it. As a designer myself, I know most of us love minimalism. But your customer's brain isn't grading your package on taste. It's quietly asking, "Is this safe? Do I belong here?" That's the kind of thing I dig into in my book Unspeakable Attraction: the instincts and emotions that drive choices people never say out loud. If you're interested in this kind of stuff and want a free PDF of the book, DM me for a copy.
And here's the link to the research paper:
https://lnkd.in/eZ8CirDn
