Consumer Choices

I am by no means an expert, but I wanted to share some thoughts inspired by my psychology courses. I was first motivated to write this post because of the famous cookie brand, Crumbl. Their cookies have been everywhere on social media, from influencer taste tests of weekly flavors to reports of an everything bagel, flavored cookie. But it got me thinking, how did a small cookie business grow into a nearly $2 billion company with over 1,100 stores nationwide?      For those who aren’t familiar, Crumbl launches a weekly menu with roughly four to five new cookie flavors. In my opinion, this is where their marketing really takes the cake, or should I say cookie :). Each flavor is only available for that week, and after Saturday, customers can no longer try them. This creates a perceived sense of scarcity, triggering a natural urgency to buy. Consumers may place a higher value on cookies they can only try that week, and the scarcity often sparks feelings of FOMO, fear of miss...

  Why We Form Emotional Attachments to Packaging There’s something intriguing about how certain product packaging feels intentional and curated, creating an almost emotional experience. For some products, the act of unwrapping paper or plastic is part of the journey itself. It’s not just about the product, it’s about the feeling it evokes in the consumer. I remember watching a video when I was young about how companies leverage packaging to enhance the consumer experience. That was one of those pivotal moments for me, I was fascinated by how much psychology could be involved in something as mundane as opening a box. Apple packaging is a classic example. The thick boxes don’t open quickly, the lid resists just enough to slow you down. That small friction builds anticipation, turning a simple action into a sensory experience. In that moment, you’re not just opening a product, you’re entering the brand’s world. Over time, the connection extends beyond the product itself. Many people k...

White Paper to Product Designers: How Product Packaging Affects Sales in the Cosmetic Industry and How it Can Be Used to Create a Competitive Advantage Introduction The “glow” of the beauty world has proven to be irresistible as consumers are captivated by its flashy commercials, starstruck billboards, and premium products. The industry attracts so much attention and success that its global value in 2022 was approximately $430 billion in revenue and is expected to increase by 6 percent each year reaching a projected $580 billion by 2027. The cosmetic industry encompasses four main categories: skincare, fragrances, makeup, and haircare. Brands all across the world have three main goals in common which are to create products that stand out amongst their competitors, appeal to consumers, and ultimately produce profits for the company.  To achieve these goals, brands dedicate thousands of hours toward cultivating the perfect formulas for their products and creating their ideal brand ...

 Op-ed: Why In-Store Shopping Provides a Better Experience     I think we can all think back to a time when we were young and we walked into the toy aisle that was lined with every toy you could possibly imagine. Colorful and vibrant packaging wrapped the newest Barbie dolls and fastest Hot Wheels cars.  Now that we are all grown up, what resembles this experience? To some, there is no better example than the moment you walk into a cosmetic store. Aisles lined with the trendiest and latest beauty products that everyone seems to be raving about. From the moment you enter the store, the product packaging glows, the sweet and floral fragrances fill the air, and the bright lights glisten on every product you can’t wait to get your hands on. However, with the rise of the internet and increased online shopping, do consumers still have this satisfying experience when purchasing new cosmetic products?  This no longer seems to be the case. Thus, to ensure that peopl...