The psychology of packaging and consumer behavior refers to the various factors that influence a consumer's decision to make a purchase, including their interactions with a product, their expectations of it, and how they choose it. There are several metrics for measuring consumer behavior, such as the frequency of repeat purchases, seasonal trends in sales, and responses to changes in product design.

The factors that shape consumer buying behavior are numerous and complex. In addition to the product itself, the retailer and external factors like weather and traffic also play a role. Even impulse decisions to try a new product involve a degree of evaluation and selection. When consumers enter a retail environment, product packaging serves as the gateway to the product itself. Depending on whether the product is familiar or new, consumers may experience a range of influences from the packaging.

Product packaging can be considered a psychological stimulus that is designed to impact the consumer's response to the product and influence their decision to purchase it. Based on the various stimuli presented by product packaging, consumers form an attitude toward the product. In this way, product packaging exerts its psychological effects on consumer behavior.