January 23, 2020, by Tina Lombardo
why packaging design is just as important as your product
Packaging design plays a role in how customers would see your company and in extension, your brand. For one, investing in great packaging would lead to customer attraction. Enticing packaging design can lead to increased sales.
It then contributes to your overall branding. It’s an essential part of your business. If you have a packaging design that catches the eye of your customers, you’ll get noticed and recognized easily and instantly.
To enhance that, you need to communicate your branding on the packaging. That way, you’re able to provide the correct information to your consumers before their purchase.
Finally, functionality plays a large role in packaging. You’ll need to consider handling like shipping and storage for practicality purposes.
In this article, we discuss the importance of packaging design in bolstering sales and increasing the visibility of products.
No matter what industry you’re in, chances are you have competitors. How do you differentiate your product from the competition?
Shorr Packaging conducted an e-commerce customer survey in 2016. They found that 44% of customers would buy again from the e-commerce store. This way, your company should invest in custom packaging design for a better customer experience. Not only that, those who received packaging that wasn’t easy to open were a dealbreaker for customers too.
Effective packaging is one of the ways you can stand out from your competition and attract customers. So, if you’re selling in a brick-and-mortar environment, your packaging design is the first thing that a prospective customer will see on the shelf. Your customer may make their first impressions about your product and your company based on the way your packaging looks.
Have you heard the saying, “judge a book by it’s cover?” Although the total value of your product isn’t determined by its presentation, this is the first (and sometimes only) chance you have to win over a customer.
The graphic identity of your packaging must capture the buyer’s attention. Think of your packaging the same way you think about advertising and branding.
Brand identity connects with consumers on two fronts:
– Creating a clear impression of a company and a product to a new customer.
– Reminding consumers about the brand and the products offered.
Packaging is one of the key tools in defining and sharing brand identity. The consistent impression you create for your company and product is what makes consumers recognize and remember your product.
Does your package clearly display your company logo? Does it make use of your company colors, fonts and trademarks? If not, it’s time for a redesign. So, with just a glance, your product’s packaging has the power to create a new impact and/or rekindle an old memory.
Not all packaging are designed the same, but this is the one thing they all adhere to. Your product’s packaging needs to be informative.
Tell your user everything they need to know. Put all the answers on the outside, so they learn all about you and your product before they even open the box. So, here’s a few customer questions that your packaging should answer:
Up until this point, the benefits we’ve discussed focus around marketing. However, your packaging design also needs to be practical and functional. So, if your packaging provides a useful, utilitarian function to the customer, it can be just as valuable as the product itself.
During the production, sale and delivery of your product to the end user, your packaging provides three primary functions:
– Protection: Without a safe housing for your product, it is vulnerable to several environmental hazards. Proper packaging design protects your product until the customer opens it.
– Storage: Before the product is sold, it exists as inventory. Packaging design takes this into account, ensuring your product can efficiently stack, store and ship.
– Transportation: From where the product is sold, to where it is purchased, and to the home of the customer, your packaging is the vessel that sees your product from Point A to Point B.
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Now that you’ve learned why packaging is essential for your product, let’s take a look at how you can improve it.
Don’t brush off the small details in your packaging. Carefully planned package design lets your customers know that you mean serious business. Details such as FDA information and sustainability can help you gain your customers’ trust and avoid getting recalled from the shelves.
According to the Paper and Packaging Board survey, switch to cardboard or paper if you want to have premium packaging since 63% of consumers perceive that. It would also influence them to buy more from the store or retailer.
Yorksaw finds that bold and bright colors are the trend in 2020. It’s a way for brands to stick out from the competition. Without these bold colors, some might fall behind.
Think about where your product will be sold and use this as a guide in designing your package. Consider things such as fonts that will make it legible from a distance, or colors that will make you stand out from the rest.
Fonts also hold weight in branding. Based on Nick Kolenda’s research, Serif fonts look better on print. We won’t go into technical details but think about Serif fonts as those presenting elegance. Meanwhile, sans-serif ones are those that communicate informality.
If your logo or typography doesn’t fall under any of those categories, you can use sans serif or serif for other information in your products. For example, think of the nutritional values or ingredients. So long as it’s the perfect pair for the font you typically use for your brand, it’s good to go.
Meanwhile, for color, you need to remember the color wheel, which also means to consult what color complements another. Say the color of your brand is orange, according to Apartment Therapy, you need to pair it with blue. If it’s red, go with green. So on and so forth.
In packaging, you need to consider color psychology too. Packaging Digest suggests remembering how you want your brand perceived.
For example, if your brand has a bright color, which may suggest happiness, your product packaging should reflect that too. If it’s on the cool side, your custom packaging should also have the same messaging.
Design your package in a way that it can be upgraded or adjusted in case you want to add variations to your products. Make it versatile enough that it can be modified with very little alterations.
To make your packaging versatile, INC wants you to start with your audience. Who’s your audience? Would they approve of cardboard or another eco-friendly option? How would you personalize your packaging? How would you make it user-friendly?
As mentioned previously, you need to ensure that functionality is part of your packaging design. You help your customers learn more about you and what your brand represents.
Professional graphic designers know their craft and they can give you a package design that works. Don’t settle for less when it comes to your packaging as poorly designed ones can break you. Your packaging can create a good impression and can also create a bond that will keep your customers keep coming back for more.
Packaging design goes beyond just colors and branding. There are many elements to consider to make your packaging special to your customers. Packaging may seem complicated, but in the end, you need to remember that it’s your call and how you want your branding conveyed on it.
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