Human eyes are naturally drawn to shiny objects, which helps make metal a top solution for product packaging. The shine is a result of light energy exciting free electrons that move in various directions on metal surfaces. Smoothness of metal adds to its shininess, also called "luster." Here's a look at the interesting science that connects consumer attention with shiny metal packaging.
Stages of the Shopping Journey
When shoppers walk into grocery stores, they may first notice colorful produce, which usually displays without any packaging. They may purposely wait to buy these exposed food items last to maximize freshness on the journey home. The same may be true with cold beverages and frozen foods. Meanwhile, the first items they put in their cart are likely to be fully packaged food items in which immediate refrigeration doesn't matter.
It makes sense for the average consumer to choose the best preserved items first on their shopping journey. They may take their time going through the canned section, whereas consumers are likely to speed up their journey once they get to the refrigerated sections. As they walk down the aisles of metal cans, consumers are likely to be in a more relaxed state of mind and willing to spend more time considering different choices. The shiny attraction of metal helps hold their attention, reminding consumers how strong the packaging is at preserving taste and freshness.
Waves of Reflected Light
When people see the shine of metal, they are actually witnessing the reflection of light. Positively-charged electrons absorb energy from a light source then their vibration generates a second wave of light that radiates from the surface. The degree of luster directly relates to the object's reflectivity, based on how well the object absorbs photons at visible frequencies. The number of free electrons reacting to light and their atomic arrangement are factors that determine the intensity of luster.
The reason why gold and silver have high intensity of luster is they have many more free electrons interacting than that of aluminum. Gold retains its shine more than other metals because there's less chemical reaction with the air. Since metals have the capacity to share electrons more freely than materials that are less reactive to light, metals stand out as more shiny. The reason non-metals lack this shine is because they lack free electrons in their outer shells.
Psychology of Shiny Objects
Why do humans have a natural attraction to shiny objects such as metal? Researchers published by the Journal of Consumer Psychology believe it has to do with how humans have a strong connection with the need for fresh water, particularly when they are thirsty. People learn psychological associations with water that makes them perceive glossy packaging as "wetter" than non-glossy surfaces.
Shiny packaging of food products can actually boost a consumer's appreciation of the tasting experience, according to a study published by the National Institutes of Health. At the same time, too much gloss in packaging causes some consumers to associate this look with unhealthy or greasy foods. These individuals may suspect that the manufacturer is trying too hard to get their attention.
One thing shiny packaging has going for it over dull matte packaging is that consumers associate shine with cleanliness. Furthermore, the more mirror-like the shine is, the more likely consumers will perceive the material as higher quality.
Retail Lighting as a Factor
Another factor as to how consumers respond to metal packaging is how the retail outlet uses light. People respond differently to the contrast and color temperature variables that go along with retail lighting. While the combination of contrast and color temperature can affect a consumer's level of attention and arousal, contrast alone plays a greater role in influencing their pleasure and intention to purchase an item.
Overall, it's clear that the luster of metal helps lure consumers toward certain products under certain conditions. The perception of shine quality might not apply to all products found in a supermarket. Luster will have the most impact on certain individuals based on their personal associations with packaging they've developed over many years. Retail lighting simply adds another variable to the equation that doesn't necessarily affect all shoppers.
For many seasoned consumers who are conscious of sustainability, the appreciation of metal goes far beyond just appearances. Metal has a deep association with the qualities of strength and durability, which may play a greater role in purchasing decisions.
