The power of photography in packaging

In the bustling aisles of supermarkets and grocery stores, where products vie for attention amidst a sea of choices, packaging plays a huge role in influencing purchasing decisions. From conveying product information to evoking emotions, on-pack photography holds remarkable sway over consumer perceptions.

In this article, we’re sharing five compelling reasons why incorporating photography into your packaging design is a smart move.

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May 14, 2024

Rich White

It’s informative.

A picture speaks a thousand words, and nowhere is this truer than on product packaging. A well-captured image of the product prominently displayed on the front not only informs customers about what they’re purchasing but also adds a visual allure.

It helps sell the dream.

In today’s competitive food market, simply having a great product isn’t enough; it’s about selling an experience. Featuring an enticing serving suggestion of your product goes a long way in selling that dream, allowing customers to envision themselves enjoying it to the fullest. In contrast, 3D renderings may struggle to evoke the same level of genuine connection.

It provides visual flavour cues.

Photography brings products to life by infusing them with flavour cues. Images of fresh ingredients or vibrant garnishes tantalise customers’ taste buds and elevate the perceived quality of offerings.

It builds trust.

Showcasing or adapting the same style of photography across mediums, from print to digital, is a powerful way to reinforce brand identity, foster loyalty, and enhance recognition. Consistent photography style builds trust and familiarity. When customers see the same aesthetic repeatedly, it reinforces the brand’s reliability and professionalism in their minds.





It goes beyond clear packs.

While clear packaging offers transparency, it often falls short in presentation. In contrast, photography transforms packaging into a visual delight, making products appear more attractive and desirable. Put a pizza in clear packaging, and it may seem a bit flattened with toppings shifted to one side. A beautiful aspirational image is so much more appealing.

But of course, innovation knows no bounds, and packaging photography is no exception. Blurring the line between reality and creativity, like adding clear sections to packaging that give a sneak peek of the actual product inside, along with some strong photography, can really amp up the wow factor. It grabs people’s attention and makes them curious to dive in and learn more, building a stronger bond with the brand along the way.

So, the next time you’re designing packaging, remember – don’t just think outside the box; consider all the fantastic benefits that photography can bring to the final product.