Die Verpackung als Marketing-Instrument

Countless products are offered to consumers on supermarket shelves. For them, the products are hardly distinguishable. They tend to shop largely unplanned and out of habit. Through selective perception of the overwhelming amount of information, they try to relieve themselves cognitively. However, the homogeneity and substitutability of the products contradict the desire for information reduction. This raises the question of whether packaging can provide orientation to the consumer or even encourage them to make a purchase. Packaging plays a significant role in marketing due to its numerous functions. However, its potential as a trigger for impulse purchases at the point of sale is often overestimated. What is much more crucial is that the packaging and the product form a cohesive unit when communicated correctly, and that this product unit is also perceived by the consumer.