The psychology of packaging design on choice

I’ve been running a little secret experiment with my guests at home 🤫

After asking if they’d like some tea (and which kind) I serve the same tea from different brands, presented in very different packaging.

Some come in plain brown kraft bags, simple and unassuming.

Others arrive in beautifully designed packaging, like this green tea I discovered at Chambord.

Here’s the interesting part: all the tea is delicious.

Most of the teas I drink daily are herbal teas in plain, non-descript packaging—but I still appreciate a product that comes in thoughtfully designed packaging. Packaging doesn’t change the flavor, but it absolutely changes perception.

Every guest gets the same choice: the same tea, one in plain packaging, the other in something more visually appealing. And every single time, the beautifully packaged option is chosen.

This little experiment revealed something profound about human behavior and brand perception: when we can’t judge quality by what’s inside, we rely on what we can see. Visual cues like the design, color, typography, and presentation inform our decisions, often subconsciously.

For businesses, this insight is critical.

Your product or service might be exceptional, but if your visual identity, packaging design, or brand presentation doesn’t convey that quality, potential customers may overlook you. In other words, design isn’t just decoration. It’s essential to consumer choice.

Why brand design and visual identity matter

A strong visual identity isn’t about looking “pretty”; it’s about creating trust, credibility, and memorability. It’s the first impression your audience has of your business.

When done well, brand design:

• Communicates your values and personality instantly
• Signals quality and professionalism
• Guides your audience toward the choice you want them to make
• Differentiates you from competitors in a crowded market

Whether it’s your logo, website, packaging, or marketing materials, every visual element contributes to the story your brand tells. And, just like my tea experiment, it often determines who gets chosen first.

Make your brand the obvious choice

At Wild Branch Studio, we specialize in brand design and strategic visual communication that ensures your business stands out, but also stands the test of time. We help brands create a cohesive, compelling image that inspires trust and gets noticed so your audience doesn’t just see you, they choose you 🙌

If you want your brand to be the one that gets chosen, to make an immediate and lasting impression, get in touch through our contact form and let’s set up a time to talk.