Good design isn’t just about the product — it’s also about good packaging. Packaging is the first thing consumers see on any product. From the look of the packaging design to the feel of the materials. Every bit of it counts and contributes to how well your product sells. According to a recent survey, 72% of American consumers say packaging design is a major influence in their purchasing decision. Here is a step-by-step guide to design packaging that sells:
- Your packaging should complement your brand identity.
- Your packaging should be informative.
- Keep the packaging simple and smart.
- Don’t underestimate the small details of your packaging.
- Good packaging allows for variation.
- Your packaging adds protection to the product.
Step 1. Your packaging should complement your brand identity.
Good packaging design defines and shapes your brand identity. When people see one, they think of the other. They both go hand in hand and represent something significant to the consumer. Your packaging design should create a clear impression of your product, and it should remind customers about your brand and what you offer. So, make sure your design packaging:
- Displays your company logo
- Use your company colors, fonts, and trademarks
- Elicit the right emotions
- Has an impact on customers
- Resonate with loyal customers
Step 2. Your packaging should be informative.
These days, consumers don’t have a lot of time to figure out what you’re selling. When they see your product, they should be able to determine what it is, and the packaging design should help with that. If the consumer can’t figure out your product in less than 5 seconds, chances are slim they will purchase it. Your design packaging should help the consumer to:
- Know the name of your product and what it does
- Know the brand behind the product
- Know the benefit(s) of the product
- Know how to use the product
- Know if they need the product
In other words, the consumer should know within seconds of looking at your design packaging why they should buy that product.
Step 3. Keep the packaging simple and smart.
A unique design is always good to go for to catch the eye of the consumer. However, unique doesn’t necessarily mean bizarre. In most instances, it pays to keep the packaging design simple and smart. That’s because simple and smart usually encompasses everything the consumer needs for brand identity and information. Keeping your designs simple and smart keeps you from sacrificing brand identity.
Step 4. Don’t Underestimate the small details of your packaging.
Packaging details are important. Consider details like:
- FDA information and sustainability.
- Type of material: how well can it protect your product?
- How it will appear on the shelf with other products?
- What is the shelf impact?
- Will the fonts stand out from a distance? Will it be legible?
The more distinctive your product looks, the better it sells.
You’d be surprised how little details like the sustainability of your packaging will resonate with people. People will decide to not buy a product because it isn’t sustainable or made from paper or cardboard. When it comes to packaging design, small details can make a big difference.
Step 5. Good packaging allows for variation.
Your product should be packaged in a way that an extension or variation on the product would not change the visual design. For instance, what if you had a design for a new brand of cranberry juice, and you have pictures of cranberries on the design? However, several months down the road you decide to launch apple juice under the same brand.
Does your design packaging allow for an easy variation or extension of the product line with apples? No, It doesn’t. Good packaging design allows for easy variations without losing visual appeal. That means creating a visually systematic design, which allows for easy changes of product visual or other information.
Step 6. Your packaging adds protection to the product.
When the consumer buys your product, it should be functional upon opening. Your product will go through a lot before it gets in the hands of its end-user. There’s production, sale, and delivery. And through every channel, it must stand through the environmental hazards, storage and transportation before it’s finally put to use. The design packaging needs to provide ample protection, so your product withstands all it goes through and still proves functional for the consumer.