Packaging is often the first point of contact with a brand and product. Whether customers are doing their weekly supermarket shop or watching adverts during their favorite TV show, packaging is often the first exposure to your goods.
Therefore, understanding your brand and core message is integral to creating eye-catching packaging.
Protect brand identity
Firstly, packaging design should be consistent with the brand’s identity, down to the color, size, shape and materials.
Packaging will interact with hundreds of people, so nailing branding and design is a must.
In particular, ensure it clearly communicates the brand message effectively with a company name, logo and the product itself.
Keeping the brand mission, history, values and personality at the forefront of the design will ensure brand identity is strong and focused, helping it to stand out in a crowded market.
Make an impact
From a shopper’s perspective, a product is never seen alone and never in great detail.
The viewing distance from the shelf and the fact that products are arranged in rows and columns means packaging generally merges into veritable patterns composed of various products.
Taking the time to make the most of your shelf impact could make a huge difference in product appeal. The more distinctive your brand looks, the better it will sell.
However – especially in light of the rising trend of neutral palettes and simple designs – bold packaging is not always be the answer. In many cases, less means more.
First impressions count and your key to creating instant trust and reliability with the consumer.
Effective design couples the right blend of attention-grabbing appeal with transparency regarding to what is inside the box and what is in the product. This will instantly answer the consumer’s questions, boost brand awareness and differentiate your product.
Form and function
Good packaging should balance shelf appeal with the functional aspect of food safety and protection on the shelf.
During shipping, it is imperative products arrive intact to avoid the cost of damages, lost stock or having a negative impact on shopper appeal.
Packaging also has to function as a messenger regarding the benefits of your product in a way that is easily understandable in a few glances.
In reality, you only have a fraction of a second to grab the attention of the customer and less than perfect packaging could mean you lose valuable customer buy in.
Choosing the right material is also critical to packaging success.
From cardboard to corrugated boxes, boxboard and paper cartons, the possibilities are endless when it comes to packing your products effectively.
Think practically when it comes to the shape, size and functionality of the product container.
It is easy to fall back on the ‘tried and true’ route to packaging; however, this can sometimes place a barrier on opportunity for innovation. It pays to think about how you can make the product easier to use, carry or store with functional packing materials and design.
Today, it goes without saying that packaging must be concerned with sustainability.
Not only will this attract consumers with an eco-conscious mindset, but will also reduce your carbon footprint by reducing the energy used to transport the products. Given the range and availability of plastic alternatives, there is no need to compromise on design by choosing sustainable packaging.