For marketers, there is a lot of consumer psychology that comes into play when communicating with shoppers. This is especially true with packaging — whether it be color, shape, or size.
Since we often overindulge when we eat (at least, many of us :-)), package size has taken on even more importance.
According to Sarah Nassauer, writing for the Wall Street Journal: “Did you really eat that many cookies? Packaged-food makers might know the answer, even if you don’t. Aware that people snack a lot throughout the day, they continue to introduce new packaging that encourages consumers to eat their food anytime they have an urge to nibble, what some executives have dubbed ‘hand-to-mouth’ eating.”
And according to the WSJ, marketers also know this about the “Psychology of Small Packaging”:
- “Hershey says we more often eat wrapped candy alone, while we might grab unwrapped candy out of a bowl while chatting with friends.”
- “When given several smaller packages of food, we eat less than when given the same amount of food in one large pack.”
- “Along with old standbys like potato chips, consumers can now buy smaller packs of dried fruit and hummus.”
- “Research shows that people are poor judges of when to stop eating.”