Consumers purchase packaging, not products.
While not entirely accurate, the sentiment behind this marketing trope underscores the significance of stand-out packaging in the world of product and brand development. When packaging speaks to consumers, sales and brand loyalty increase. So how are companies pushing the envelope with their label and packaging designs in 2023?
Many factors contribute to consumer user experience (UX), and embellishments—post-printing techniques that further enhance and distinguish packaging and labels—are some of the most impactful. With more than two-thirds of Americans reporting that packaging design and materials influence their purchasing decisions, the importance of innovative packaging in today’s marketplace simply cannot be overstated.
Embellishments such as coatings, the application of foils, embossing/debossing, die cutting, and more add value to your product and help it to stand out on the shelf. Below are some considerations to keep in mind as you develop your product’s embellished packaging strategy to maximize UX.
Understanding Color Psychology
In marketing, color psychology explores the emotions and associations that different colors evoke and how they contribute to consumer decisions. The age, gender, and cultural background of your user base will all play a role in determining your brand colors and the color palette of your product packaging.
Embellishments can further enhance color schemes and draw the eyes (or fingers) to dynamically textured or colorful packaging elements. Using embellishments strategically can be a key factor in setting your product apart. For example, an embossed, gold-foiled logo may showcase the high-end quality of your product, while an iridescent finish over text or an image may capture consumers’ imaginations in new ways.
Further explore the relationships between color psychology and packaging design here.
Why Embellishment in Printing Matters
When it comes to printing, there’s so much more to consider than simply applying ink to a substrate. While the importance of quality print techniques are undeniable and ever-evolving, cutting-edge embellishments can truly take user experience to the next level.
Luxurious textures, finishes that catch the light, intricate cutouts, materials that invite a tactile experience, embossed and debossed features, glittering foil applications, and interactive elements are all valuable additions to packaging in a reality where unique and impeccable unboxing experiences are highly sought after. In particular, luxury products such as cosmetics and perfumes, clothing, jewelry, fine spirits, and foods are often distinguished by exquisitely designed and embellished packaging.
Using Colors That Stand Out for Brand Value
As you tackle the process of selecting brand and packaging colors, you’ll want to keep the user experience front and center of your design plan. Color psychology is a crucial consideration, but so are industry norms, competitor branding, and your brand’s existing color scheme.
While there are no hard and fast rules when it comes to creating one-of-a-kind packaging, companies typically aim to avoid brand confusion by building on colors and designs that consumers already associate with their products. Maintaining a consistent brand identity while also distinguishing your brand from the competition is key. The strategic use of embellishments can help.
Employing the 60-30-10 Rule
While there’s always room to break the rules, it’s worth knowing what they are first! The 60-30-10 rule suggests that customers are attracted to packaging with a color scheme that is:
- 60% a neutral color
- 30% a color that complements the neutral
- 10% accent colors
Embellishments are an alluring way to further accentuate specific colors, textures, and patterns. When used effectively, they can help you to put a new spin on a tried and true design concept.
Take Your Products to the Next Level With SupremeX Solutions
With decades of experience in its industry, SupremeX is a leader in state-of-the-art label, envelope and packaging manufacturing. From start to finish, we assist our clients in creating exceptional product packaging that is uniquely memorable, draws consumer attention, and builds brand loyalty. Our top-of-the-line printing facilities offer a wide variety of post-printing embellishment options such as specialty coatings and finishes, cutouts, windowing, metallic foil stamping, embossing/debossing, and more.
Looking to include extraordinary designs in your packaging? Consider our solutions with UV and water-based varnishes (glossy or matte), gloss or matte lamination, or hot stamp foil embellishment available in a rainbow of colors.
At SupremeX, we value the success of our clients and work diligently to tailor our services to the visions and needs of designers and business owners alike. For more information about the embellishments, we offer that can help you enhance UX, contact us directly today!
