After all the time, money, and effort you’ve spent to make the product just right, you still have one last step to take—creating the perfect packaging. Besides your marketing efforts to promote your products with their quality, your packaging design plays a significant role in your business’s success.
Most of the time, shoppers come to the shelf or E-commerce pages in search of products from established brands. And the packaging’s primary function is to verify that it is actually the brand and item that consumers are familiar with and confident in buying. Thus, if you’re just starting to build your brand, entering the competitive market, designing new and creative product packaging that will catch someone’s attention will be your greatest asset.
We’ve listed down the principles you’ll need to know to come up with new product packaging. We’ve also added some tips and considerations to help you further. Let’s get started!
Without a doubt, shelf visibility is one of the decision drivers of consumers. Despite your marketing efforts, the reality is that a few shoppers come to supermarket aisles and eCommerce pages looking for a new product. Thus, in an environment where a sea of slogans and colors are trying to get consumers’ attention, it’s crucial to make your product packaging stand out. To do that, you’ll need to have a plan.
If you do not know yet, the best way to maximize shelf visibility is through visual contrast. It would include color, packaging structure, and graphic figures. But as a rule of thumb, color is always the strongest tool when it comes to standing out on a shelf. And we can say that the best solutions frequently entail “breaking the rules” of the category, even though there is no “magic color” for generating contrast.
A great example is Wrigley’s 5 gum. It defied category norms by “owning” the color black in the gum display instead of the typical colorful packaging, which often suggests flavor.
Tip: Do a competitive analysis, be creative, and think outside of the box. Compare the color, size, and shapes of your competitors’ packaging. Find any patterns and use your findings as an opportunity to highlight your packaging with shelf-breaking features.
Considerations: You might also consider releasing limited editions on your packaging designs because, generally, most consumers love limited editions of any product. The same case goes for packaging design. For instance, you can add a little touch of Christmas to the packaging of your items during the holiday season.
Another principle in packaging design is that you must be able to deliver your brand’s message to your customers. It should always show your brand’s identity to ensure that your products will not be confused with those of competitors.
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Besides your logo, brand colors, and slogan, you should also show some things that reflect your brand values. Hershey’s “SHE” campaign is a good example. The packaging highlights the word she to celebrate and empower women. After all, there will never be hershey’s without ‘she.’
Tip: Always be clear with your purpose. Use relevant colors and designs for the item’s you’re trying to sell. For instance, the packaging of baby products would have an entirely different look than tech items.
Considerations: You must consider staying true to your brand. Avoid putting false claims or inaccurate statements in your packaging designs.
The message in your packaging design is another principle that you must consider. Besides the branded messages, you should communicate through color texture, color, and imagery. After all, communication is not always language-based. The vital part of communication is knowing what you’re conveying and how you will make that point to be understood by the receiver.
You can take inspiration from Harry’s “Mystery Item” packaging. Given that their target market includes men of various ages, they can assume that many have come into contact with comic strip images. Consumers who purchase Harry’s packaging go on a 5-panel trip that ends with the revelation of the mysterious item within. The item’s nostalgic appeal, the heightened sensation of anticipation, and one’s own discovery of it all contribute to developing a stronger bond with the brand.
Tip: Conduct an effective market research before anything else. That way, you’ll be able to tailor your design based on your customer’s needs and preferences.
Considerations: Doing a market research may take some time and money. Even so, it’s a vital part of your goal to connect and communicate with your customers.
More than graphic illustrations, your material is the final element in making the perfect packaging design. The information will also attest to the company’s commitment to various causes like mitigating climate risk.
Take Gather Premium Pet Food’s packaging as an inspiration. They use bags made from USDA-certified bio-based materials to extend their commitment to sustainability while illustrating their brand’s values in the design.
Tip: Research for trusted retailers to source your materials from to ensure you’re getting the best one for your products.
Consideration: You must ensure that the materials you’ll use for packaging can handle storage and delivery. It should preserve your products (especially if perishable items) from external factors like temperature, dust, and others.
Packaging plays a significant role in turning prospects into customers. Thus, investing time, money, and effort to create the perfect packaging for your products is essential. Hopefully, our list of suggestions will help you come up with one that will help you succeed in the competitive market.
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