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.”