Are You Paying Attention to Your Package Design?

April 2, 2015In Framework, Identity, Creativity5 Minutes

Generating product value is so much more than the features and benefits that it can provide to the consumer. Getting all of the details right within production is crucial, as is the product’s functionality and ease of use. When generating a full experience, though, packaging encompasses a huge part in attracting consumers and building brand value. Pay special attention to the packaging experience that your users will have – ignoring those elements can lessen brand credibility and may even take away from your sales! Grab your customers’ attention and hold it.

It’s fascinating to note that packaging can be one of the most useful tools in your marketing plan. For people comparing different products and their uses, making the most informed decision is important to them. If your brand is new, there is a good chance that they may not have heard of it yet; this is where your packaging comes into play.

We are largely visual learners, attaching strong emotions and associations almost immediately upon encountering a visual experience. By making your packaging eye-catching and uniquely customized to your brand, you have the opportunity to strengthen existing customer relationships and create new ones. Packaging a product is a way of putting the best possible face forward to potential customers when they encounter a product or brand for the first time.

While your logo plays a large part in the overall design, the packaging itself can craft a phenomenal first impression, both in the look and feel of the material. Conveying the value of your product, evoking emotional connectivity, building brand awareness – while your marketing and branding efforts will be the foundation of these elements, your packaging will bring it all together.

A well designed package should always reflect the product use and the personality of the company. For example, if a company is eco-conscious and has a modern aesthetic, then the packaging should be recyclable, perhaps with 100% post consumer waste, soy based inks and reflect a commitment to innovation and stewardship. Originality always wins the day, but being aware of marketplace trends is of utmost importance.

The true goal of package design is more than consisting of materials constructed to hold a product – it embodies everything a brand stands for, conveying the message subtly and subconsciously right from the shelves. Choosing the right material goes hand in hand with aesthetics, ensuring that the workable packaging is strong enough, not just to hold the product itself without fraying, but is also built to withstand the (sometimes vigorous) shipping process. This includes delivery and handling as well, and the materials chosen must withstand the test of time.

Numerous trends have come and gone, gaining popularity for a brief moment before going into the design archives. When designing packaging, a minimalistic approach has been found to resonate with consumers across the years. Keeping it simple and clear will build a simpler experience for the eye, and will make the information more easily absorbed, contributing to consumers’ need for an ideal visual story.

Much like simplicity in web design, the consumer has a desire to get the information as quickly and concisely as possible. If they have to work for it, they will move on to the product package that does a better job of telling its story and holding their attention. It may begin by attracting the eye, but if the product use is not clear then the design has failed. Companies are in the business of selling through a product and getting reorders, not just selling a product and letting it gather dust on shelves. Keeping this at the forefront of your package design process will ensure your market relevancy and appeal, and build a strong relationship with your customers.

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