You likely already know that branding is critical to a business, but what you may not know is that custom packaging is responsible for over half a business’s sales. 52% of consumers worldwide make decisions on whether to purchase a product based on the package that it’s sold in.
If you’re wondering how to create an awesome package for a product, this article is for you.
Read on to learn how your design agency can turn a packaging design inspiration into an amazing branding opportunity!
Ask the Client Preliminary Questions
Before you can begin designing a package for a client, there are three important questions that you must ask. You’ll need to know what the product is, who it’s targeted to, and how people will be buying it. Once they provide you with clear answers, you will be able to develop packaging that suits their individual needs.
What Is the Product?
This is a simple question, but it’s essential when determining how a product will be packaged. You will need a package design that accommodates the shape and size of the product as well as the materials that it’s made of. If the item is fragile, you may also need more layers of packaging that you otherwise wouldn’t.
Who Will Buy the Product?
After determining the nature of the product, ask yourself who the client’s target audience is. Custom packaging is created primarily to appeal to the customers that will be purchasing the product to ensure that receiving it is a memorable and positive experience. When branding Canada businesses, make sure that you consider the age, gender, socioeconomic status, and personal/professional needs of those who will be buying the item.
What Is the Medium Through Which the Product Will Be Sold?
A product that is purchased online will require different (and more protective) packaging than one that is sold in stores. For eCommerce clients, you will need to ensure that the packaging is sturdy enough to withstand being thrown around a postal facility and mail truck. For brick-and-mortar shops, the package design will need to stand out on a shelf of items made by the client’s competitors, which means that it must be brightly colored and visually appealing.
Make sure that you take notes through every step of the process. You want to remember what the client told you later!
Create a Design Strategy
The next thing that you’ll need to do is create a design strategy for your product.
To do this, you’ll first need to do a little market research and analyze what your client’s competitors are doing. What branding strategies are working well for them (and which ones aren’t)? How can you put a unique spin on these packaging ideas for your client?
You can answer these questions with a simple Google search. You may also want to walk the aisles of stores that sell similar products to your client.
You then will want to figure out the brand requirements and content that must go on the packaging. You may want to involve your client in this part of the process since they know what they need better than anyone else does. Ask them the colors, logos, and other aesthetic branding features that they want to see on their packaging.
You also should ask them whether they want text on it at all. Some clients will want their name and slogan printed on it while others will want some product information. Others will want no text at all because they want to grab customer’s attention through visuals!
At this point, a professional will usually take the reins for you. All you need to do is sit back and relax while experts create your perfect packaging! However, there are still a lot of factors that go into the design process for your perfect package. Read on to learn what they are.
Decide on Types of Packaging
There are many different types of packaging that you can choose from, and one of the most important questions to ask yourself is what layers you’ll need to incorporate. There are three potential layers that your client can choose from.
The first is outer packaging, which will be essential no matter what product your client is selling. This is what the client will initially see when purchasing the product. It’s also what protects the item being sold from their environments, whether that’s the back of a UPS truck or the shelves of a retail store.
Inner packaging is also usually necessary because it’s what keeps the item from being bumped around in the box. Generally, this comes in the form of bubble wrap or tissue paper.
Sometimes, product packaging is also necessary.
If a client is selling jewelry, apparel, or other loose items, this may be an unnecessary waste of money for them. However, those who are selling perishables like jam need to package a jar, and those who are selling candy bars need a wrapper. Consider what your client has purchased when making this decision.
Use Packaging Design Inspiration Ideas From the Client
When you consulted earlier with the client, they (hopefully) gave you some ideas to make their packaging amazing. Make sure that you keep these inspirational ideas from your client in mind. Look back at the notes you took when talking to them and make sure that you follow any specific instructions that they gave you.
Create a Dieline
A dieline is a flat diagram that shows the design of a package. It also shows exactly where the folds on a box will be so that you can easily conceptualize what the final product will look like. Generally, they are created in Adobe Illustrator or similar software.
Make sure that you’re careful in perfecting the packaging shape and size during this step. Precision is key here because you’ll be able to see exactly what your design will look like after it is printed. Mistakes during this step of the process can lead to a box that doesn’t close properly or has typos and other mistakes on it.
Consult With the Client
After your dieline and preliminary design have been printed, it’s time to involve your client once again. Show them the design and ask them if there are any changes they want you to make. Giving the client what they want is the most important thing when designing packaging, so take their input to heart!
At this point, you should also encourage your satisfied client to leave a review of your business. Since 90% of consumers read reviews before deciding whether or not to use a service, this is something that all internet marketing companies should take seriously.
Make Your Packaging a Reality
Once all of these steps are said and done, it’s time to make the package you designed a reality! Print them, send them back to the client, and rest assured that you did your part in ensuring that your client is successful.
Now, your marketing agency knows all about how to turn packaging design inspiration into an awesome reality. Pretty simple, right? Good luck in your future endeavors and have fun turning ideas into profit!