Many companies put a lot of thought and effort into developing their products. But some of them forget to put the same effort into their products’ packaging. After all, what’s important is what’s on the inside. Right? Well, not all the time.
These days, consumers are much pickier. They not only pay attention to the products they want to buy but also the way they’re presented: the colors of the packaging, the materials used, and so on.
The Importance of Product Packaging Design
The primary purpose of product packaging is to store a product. The packaging must be sturdy. This factor is even more important in the middle of the pandemic. Most people now shop online. Products need to be shipped. While delivery drivers do their best to keep parcels in their best condition during transit, some drivers do mishandle parcels. And if products are sold in brick-and-mortar stores, the packaging must also be sturdy enough to keep products stacked in inventory.
Product packaging should also display the product well. For example, a box packaging may have a vinyl window to show off the product inside. The packaging also often includes information about the product. For example, packaging for food products will include nutrition facts, ingredients, and best before dates. For clothing, the packaging may include the materials used.
But these days, product packaging is not just used to store and provide information about a product. Now, it also serves as a product’s main marketing tool. Thus, product packaging design is more important than ever. Companies need to put more effort into the design for the following reasons:
Attracting Buyers
One study found that product packaging affects consumers’ buying decisions more now than years ago. Particularly, consumers pay attention to product packaging design, material, color, and innovation. Thus, devoting time and money to designing a product’s container will pay off in the long run. As mentioned earlier, the packaging is also a marketing tool. It’s the very first thing a consumer will see in the stores. Thus, an eye-catching design will help you attract new customers and keep them existing ones coming back.
Adding Value to Your Product
Having a product packaging design that’s well-thought can add value to your product. It can also help in showing your customers that you’re dedicated to your business and in providing customer satisfaction. For example, let’s say you’re selling statement shirts. You can use cloth bags as the packaging for your products. These cloth bags can serve as eco-friendly produce bags that customers can bring with them when they buy groceries. The cloth bags make your product seem more valuable, as compared to packaging it using something disposable, like an adhesive plastic bag. Customers will realize that the amount they’re paying for the actual item is worth it because they can get an extra item that they can use.
Raising Brand Awareness
Your product packaging designs can help you build brand awareness. If you use unique and innovative packaging, consumers will be interested in your brand and are more likely to interact with it. For example, there’s an indie beauty brand called Beauty Bakerie. One of their products is a makeup setting powder called Face Flour Baking Powder, which is used to “bake” or set makeup to keep it in place. The packaging design for this product mimics a bag of flour. This design helped the brand become known and easy to identify among makeup users. When someone sees the bag of flour packaging, they immediately know it’s from Beauty Bakerie. And as a bonus, the design aligns with the brand’s bakery theme.
Standing out from Competitors
Imagine going to a grocery store with a single product from different brands sitting in a single rack next to each other. You’ll be more likely to be attracted to the product with attention-seeking packaging. And that product is the one you’ll most likely check out. This scenario illustrates how much the design matters. Considering the tight competition in your industry, the design of your product’s packaging can help you get a leg up on your competition.
Creating a Design
When you conceptualize your product packaging design, you need to consider several factors, such as your brand’s identity, your budget, and your target market. And when you create a draft, consider the color palette you’ll use, the font type, and the font size. Also, remember that readability counts in packaging as well! Create a few drafts of your design and conduct a survey with your target market. This survey will help you find the right packaging for your product, one that your potential and current customers will enjoy.
