In the same study, it was identified that "Attractive packaging activated regions in the brain associated with reward" and "Unattractive packaging actually activated regions in the brain associated with negative emotions". So not only does attractive packaging lead to an increased production of dopamine, the 'feel good' neurotransmitter, unattractive packaging can have the complete opposite effect. Now if that doesn't get you thinking about updating your packaging I don't know what will, but let’s try.
In another study conducted in 2018, "The Design of a Product's Packaging Influences Purchase Decisions"(2), (Ipsos,2018) it was identified that "72% of people say that the design of a products packaging influences their purchase decision". Furthermore, a study on the "Impact of Product Packaging on Consumers Buying Behavior"(3) (Mazhar M, Daud S, Arz Bhutto s, Mubin M, 2015) concluded that “Packaging is one of the most important and powerful factors influencing a consumer's purchase decision”.
Now enough on the studies, let’s take a look at how Kleenex used the above information to develop a packaging solution to increase sales during a time of nominally slow sales. In order to increase sales during the slower summer time of year, Kleenex developed the 'Slice of Summer' packs, a range of summer fruits inspired, wedge shaped packs. And it worked, "Kleenex sales typically go up 60 per cent during the cold and flu season, but the brand experienced close to 100 per cent rise in sales due to its summer packaging design"(4) (Munguti Q, 2017).