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Packaging design plays a key role in how customers see your company, and of course, your brand as a whole. Investing in top quality, attractive packaging will not only help get the attention of potential customers, but it can also lead to an increase in sales.
Think about this–when you are in a cosmetic store and are picking out a new product to take home, what is the first thing you see on the shelf? It is the packaging. Your product’s packaging can be a consumer’s first point of contact, and quality packaging can lead one to try your product for the first time.
Your package design is a critical element when successfully launching a product. There are multiple points to check off when designing a package. From functionality to protecting what is on the inside, while allowing easy storage, distribution, displaying information about the product, all while being able to draw your prospects’ attention, on a shelf full of interesting products.
Your product could be absolutely amazing, but if your packaging is not on par, it can prevent it from selling. Consumers are drawn, more than anything, to products that look good. Attract your target audience with top-notch brand packaging.
Packaging is an extension of your brand. Make it count.
Brand Packaging Creates and Demonstrates Brand Identity
Effective packaging will help you connect with your customers. You want to make sure it creates a clear impression of your company and products to new customers. You also want it to remind your customers about your brand and the products you offer.
Create an impression that will help consumers recognize your brand and products. When creating packaging, you will want to ask yourself the following:
- Does your package clearly display your company’s logo?
- Does your company make use of your brand colors, fonts, and trademarks?
- Does your packaging design create the right emotion?
- Does it have an impact on new customers?
- Does it rekindle an old memory from your loyal customers?
Once you can answer yes to all of these, you are on the right track.
Your Packaging Communicates Key Information
There are so many different types of packaging out there, but there is one thing that they have in common–they are informative.
As a business, it is important to tell your consumer everything that they will need to know. They need to be able to read this information when grabbing your product off the shelf. Some examples of important questions that need to be answered on your packaging include:
- Who can use the product?
- What is the product used for?
- Does this product have an expiration date?
- What are the ingredients used in this product?
- Why do I need this product?–How will it help me?
- Where can you learn about the brand?
Practical and Functional Packaging
Branding is critical, but you can’t forget about practical and functional packaging. Your packaging needs to be useful for your consumer.
There are three key factors to focus on, when looking at the production, sale, and delivery of your product, into the hands of your consumer.
- Protection
You need a safe house for your product. You need to keep it protected from any environmental hazards until your consumer receives it and opens it.
- Storage
Before your product is sold, it is inventory, and therefore you need to make sure your product can efficiently stack, store and ship.
- Transportation
Your packaging will need to protect your product, from where it’s sold, to purchased, and all the way to the home of your customer.
You want to make your packaging functional and user-friendly for your consumer.
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Attention to Detail is Everything
Pay attention to every little detail on your packaging. Strategic packaging will capture the eyes of potential customers.
You will want to pay attention to things like the sustainability of your packaging, because this will help build trust between your brand and your audience. Fun fact, according to Trivium Packaging, nearly 74% of consumers are willing to pay more for sustainable packaging.
You’ll also want to focus on color. Are you going for minimalist packaging? Or are you more interested in standing out on the shelves, with your bold colors? It is important to be cautious of the colors you choose to use. People make a subconscious judgment about a product within 90 seconds of initial viewing and between 62% to 90% of that assessment is based on color alone.
It is important to understand color psychology thoroughly. For example, red–is a passionate, active and exciting color. Brands like Coca-Cola, Red Bull, and Nintendo use it. Meanwhile, there is purple, which represents depth, creativity, and originality, where brands like Cadbury, Hallmark, and Yahoo use it. Color is key.
Another critical detail is your font choice. You want them to be easily viewable from a distance, while also matching the type of product you are selling, and where you’re selling it. For example, if you are creating packaging for an ointment that is being sold at a pharmacy, you’ll want to keep your typography clean. Now, if you are selling beer at a liquor store, you may want to spice up your font and perhaps use an edgier font.
Pay attention to these details, because the last thing you want to do is fall behind!
Capture the Heart of Your Customer
Packaging design represents so much more than just a color. There are many elements you want to consider when creating packaging for your customers.
Creating a brand that truly resonates with your mission will give you the individuality that you need to succeed. Consistency in branding and packaging creates brand recognition, and who doesn’t want more of that?
Use a team of experts to help you get it right the first time. The team at Bold x Collective is highly qualified and has worked with many amazing brands, to not only capture marketplace but branding that captures the hearts and minds of consumers.