Did you know 72% of customers agree that packaging design influences their purchase decisions?
That’s right — if you want your products to sell, you need to get the packaging design just right.
You could have the best product in the world, but if the packaging design is terrible, then you’ll never get the success you deserve.
Not sure what makes great packaging?
Keep reading to learn seven secrets to creating the perfect packaging for any product.
Choosing the Right Materials
Before you even think about your packaging design, you need to choose the right packaging material.
It should be practical, attractive, and related to your core brand values.
For example, some customers are more likely to buy products packaged in natural materials, like paper, wood, and cardboard. These materials give the impression that a product is more artisan and eco-friendly.
The material that’s right for you will depend on your brand and product.
It often pays to think outside the box. We’re used to purchasing bottled water, so when companies package water in cans or cartons instead, it’s eye-catching and intriguing.
Don’t just settle on the most obvious material — really think about what you want your packaging to communicate.
Focusing on Clarity and Simplicity
There’s nothing worse than an over-complicated packaging design that confuses the customer.
When people look at your packaging, they should instantly understand what your product is, who it’s being sold by, and why they should buy it.
You should also make sure that your packaging accurately reflects what’s inside. Using a design with rainbow colors and unicorns for a dangerous cleaning chemical, for example, would not be appropriate.
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Try glancing at your potential packaging designs for a couple of seconds, then writing down all the information you come away with. If anything key is missing, then you need to make changes.
Thinking About Shelf Impact
How will your product look next to your competitors’ when it’s on a shelf in a store?
Will it stand out? Will it look like it’s better quality? Or a cheap copy?
Remember that your product will be stacked in rows and columns, so from a distance, shoppers will only see the basic colors of your design.
Instead of looking at your potential designs on their own, try stacking them on a test shelf and then approaching from a distance. You’ll instantly notice ways to improve your overall shelf impact.
Consider using the designs of similar products to your advantage. For example, if they’re all one color, you could opt for a contrasting shade.
Keeping the Product in Perfect Condition
Your packaging isn’t all about aesthetics, it also has a protective role to play.
There’s no point in having gorgeous packaging if your product isn’t safe inside.
Before you start making choices about colors, fonts, and logos, make sure that your packaging is tested for durability.
It should hold your product securely, with no space for it to rattle around. It should be able to withstand stacking and protect your product even if it’s dropped or handled a little roughly.
Think carefully about how your product will be shipped, where it will be stored, and what kind of wear and tear it will need to withstand.
Making It Practical and Useful
Did you know that customers are willing to pay more for the same product, packaged differently?
That’s right — and you can probably see plenty of examples of this in your local grocery store.
It costs more to buy sauces and condiments in convenient ‘squeezy’ bottles, but many customers are more than happy to pay extra.
Try to design packaging that improves customer experience and makes your product easier to use. Experiment with different types of packaging and hold focus groups to get customer feedback.
The right packaging will become an essential part of your overall product and could even form a unique selling point.
Keeping Text to a Minimum
Who wants to read an essay on the back of the product they’ve just bought?
That’s why you should keep the text on your packaging to an absolute minimum, communicating only the most essential information. This means your brand name, your product name, and perhaps a few key features or benefits.
If you have an interesting brand story, including it can be a good idea — just make sure it’s quick and easy for customers to read.
The same goes for instructions. If they’re longer than a few sentences, consider including them in a separate booklet rather than on the packaging.
Hiring a Professional Packaging Designer
Feel like you just don’t have enough experience to design packaging that does your product justice?
Consider hiring an experienced packaging design firm to take care of things for you.
Building on years of experience, they’ll be able to tell you exactly what works and what doesn’t. You’ll still have plenty of creative freedom, but you’ll be guided by experts who know what they’re talking about.
Professional packaging designers will create mockups and prototypes for you to compare, hire experienced designers to create the text and graphics for your packaging, and source the best materials.
Try to find a firm that’s already worked on products in a similar industry to yours. Be sure to check out their portfolio and make sure that you like most of their previous work.
Packaging design isn’t easy, so don’t try to make it up as you go along.
If you are looking for a long-term employee it may be worth seeking an employee testing company so you can help make sure to have the right person for the job.
Why is Designing Great Packaging Important?
You can have the coolest product ever, but the wrong packaging could turn it into a complete failure.
Similarly, bad packaging could allow your product to get damaged or broken before it reaches customers, creating a disastrous first impression.
Great packaging is essential when it comes to showcasing your brand values, attracting customers, keeping your product safe, and helping you to stand out from competitors.
Don’t let an amazing product be overshadowed by poor packaging.
Want more tips on making your new product a success? Check out our marketing articles today.