I’m a fan for great packaging design, from grocery aisles to gadgets and cosmetic products.
Creative and intelligent packaging, in my opinion, indicates that the company has spent time thinking about the end customer and tailoring their experience with the product. Because packaging affects a customer’s total brand experience, it’s critical to think about how it looks, feels, and functions. Here are some of my suggestions for creating user-friendly, innovative, and eye-catching packaging.
Consider how your packaging will complement the overall brand experience
Packaging might include outer packaging, inside packaging, product packaging, or all three, depending on the item. Whether you’re selling online or in stores, every packaging should be considered as part of the whole brand experience, not as a separate event. Your packaging should include the following elements:
Describe the personality and values of your company.
Consistency with other branded marketing tools is important.
Be specific to the audience you’re trying to reach.
Be more than just packaging; create a brand experience that triggers specific emotions—can you thrill, inspire, or please people by creating something special?
Think about the most important functional requirements
Before you start picking out patterns and fonts, make sure you’ve determined any necessary functional needs. Consider the following questions:
Is there any crucial information regarding the product’s use or contents that has to be communicated on the packaging (e.g. nutrition information, safety or care instructions)? Before you start the design step, try to figure out all of the needed information, marks, or directions so you know how much space you’ll need.
Is the goods protected or sealed by the packaging? What effect will this have on the design? Are there any conditions that will have an impact on the product’s quality? Is light a factor in the product’s performance? Is there a need for ventilation? Is it necessary for it to be waterproof? Is it kept in extremely hot or cold temperatures?
Will it be thrown away once it’s been opened, or will it be kept until the product is finished?
What method will be used to carry or ship it? Is the packaging required to have a ‘nesting’ structure or to meet specific dimension, weight, or volume requirements?
These are the bare minimums or’must-haves’ to ensure that the quality of your product is not jeopardised.
Consider how your target market will use your product
Before you choose the design and materials for your product packaging, think about how the product will be used and the situations in which it will be used. Here are some suggestions:
Keep an eye on how your goods or similar products are being used or consumed.
Can you propose a packaging design innovation that will make using your product easier or more efficient? Single servings, on-the-go convenience, and easy-to-open or resealable packets are just a few examples.
The improper packaging design can have a significant negative influence on your sales.
Select a statement that is both clear and concise
Because your packaging is frequently competing with other brands on store shelves or online, getting your message across fast is critical. Keep your message to the point and avoid overcrowding the packing with too much information. Typically, this message will only communicate the product you’re offering, your brand name, and perhaps 1-2 primary selling factors.
Make sure your packaging is eye-catching and distinct
It’s critical that your packaging design looks excellent and stands out when competing against other companies on shelves or online. This, however, does not need using bright colours and typography. Consider the various items on the market and how they look to see how you might set yours apart. This could include picking a non-traditional design layout, a distinctive packing form, a clever approach to present your goods, an unusual or under-used colour, or an unusual or under-used colour.
Do not deceive your customers
This should go without saying, yet brands may sometimes blur the line between clever marketing and deception. Make sure your packaging is precise and honest, from product imagery to copy. While you’ll want to present your goods in the greatest light possible, there’s no need to stretch the truth if you have a decent product and brand. Reckitt Benckiser, the developer of Nurofen, was fined $1.7 million after its labelling claimed specialised alleviation of certain types of pain, despite the fact that the active ingredients were the same in each product.
Make an effort to reduce trash
Reduced packaging waste is a significant consideration, not just because of consumer pressure to be more environmentally responsible, but also because of the cost savings that come with efficient packing. Some waste-reduction strategies include:
Including recyclable materials in your packaging
reducing the product’s weight and size, as well as its packaging
Encouraging customers to reuse their packaging (I always loved the glass Nutella jars that, once used turned into a cup).
Finding ways to repurpose product packaging offcuts or byproducts.
We rarely consider the subtleties that stimulate our purchases and the reasons for re-purchasing, despite the fact that our lives are filled with packing. As marketers and the best packaging design company in Chennai, it is our responsibility to collaborate with product manufacturers to create intelligent, user-driven packaging design that resonates with audiences and generates consistent brand experiences.