When you walk down the snack aisle, you might not consciously notice it, but the shape of the package, especially whether its corners are sharp or rounded, can make a real difference. Rounded corners convey approachability, softness, and comfort. And for snack brands that want a “pick me up” feel, that matters.
Why do rounded corners feel friendlier?
Psychologists and design experts point to evolutionary cues. Sharp corners tend to trigger subtle hazard signals in our brains. One article explains that “the brain dislikes straight lines and sharp edges” and that retail displays with rounded edges significantly outperformed ones with sharper corners. Curves, circles, and rounded forms are read by our minds as “safe,” “warm,” and “approachable”. In packaging term,s that positive emotional tone can transfer into willingness to pick up the product.
Rounded corners and taste or indulgence perception
There is also compelling evidence that packaging shape changes perception of what is inside. Research finds that packaging with curved or rounded edges evokes a milder, softer taste. For example, yogurt in a rounded container was rated smoother than the same yogurt in a sharp-edged package. For snack brands this means: if your product is meant to be a comforting, pleasurable treat (rather than ultra-bold or sharp flavour) then a rounded corner design may support that message.
The shelf appeal and purchase intention effect
Beyond flavour perception, studies show that curved or rounded packaging shapes can increase purchase intention. In a study of cereal box shapes, “the most preferred package shape that consumers liked was curved shaped box”. Another study looked at the degree and axis of rounding and found that while not every rounded variant out-performed the sharp version, certain rounded edge configurations significantly boosted willingness to buy. For snack brands the takeaway is that rounding can offer a measurable sales lift, not just a nice aesthetic.
Practical tips for snack packaging design
1. Match shape to product personality: If your snack is indulgent, comforting, fun, rounded corners help reinforce those cues. If it is bold, intense, “for grown-ups” maybe sharper corners have a role.
2. Don’t over-round: Research suggests there may be an “optimal” degree of rounding. Too extreme can reduce clarity or feel unfamiliar.
3. Communicate the right sensory cue: Use rounding to signal “softness/friendliness,” but ensure other elements (colour, imagery, typography) support that feeling.
4. Consider ergonomics and shelf space: Rounding corners may slightly increase material use or affect stacking, so test packaging logistics along with the visual appeal.
5. Test in your category: While the evidence is strong, different snack types and consumer segments may respond differently. A quick shelf-test or A/B comparison can validate what rounding effect works for your brand.
Rounded corners are more than a design flourish. They tap into deep psychological reactions and help position snacks as approachable, pleasurable and safe. For a snack brand looking to stand out and invite impulse buys, a rounded-corner package speaks in the silent language of comfort and trust. Cleverly applied, it can turn the shape of your box into an advantage.
Citations:
- Michalski, R. (2023). The influence of product digital visual presentation on purchase willingness: effects of roundedness axes and degree. Multimedia Tools and Applications, 83(1), 2173–2202. https://doi.org/10.1007/s11042-023-15786-z
- Solanki, S., & Krishna Murthy, I. (2017). A Study on the Impact of Shape of Package of Cereals on Consumers’ Buying Behavior and their Perception. International Journal of Applied Business and Economic Research, 15, 16.
