Imagine this: You’re standing in a retail store trying to decide between two products. They’re similarly priced and seem to offer comparable features, but one draws your eye a little more than the other. You can’t necessarily articulate why, but the packaging resonates with you and you decide to pick it up and purchase it.
With more than 72% of American consumers reporting that product packaging impacts their purchasing decisions, this is a scenario that plays itself out millions of times over every single day. No matter the type of product you’re selling and no matter where it’s available (digitally, on the shelf, or both), the importance of packaging in today’s marketplace simply cannot be overstated. Packaging design is a vital component of your product’s success and must be a priority rather than an afterthought.
Packaging design is a vast and dynamic topic to explore with your marketing team, and its scope is much broader than what can be covered in a blog post. That being said, our packaging expertise at SupremeX puts us in the unique position of being able to distill a few cogent pieces of advice.
Successful packaging begins with clear communication at every juncture, so here are some nuggets to get you started!
What Makes a Package Design Successful?
Focus on the Consumer
While consumers do appreciate a beautifully packaged product, they also want to understand exactly what it’s all about—and they want that information fast. Consumers who instantly understand a product and see how it will benefit them personally are more likely to seriously consider purchasing it. Effective packaging design engages consumers on a human level and situates them (rather than the brand) at the heart of its marketing strategy.
Of course, brand identity, recognition, and loyalty are also major factors in successful packaging design. Balance recognizable brand elements with eye-catching product information for maximum consumer impact.
Establish and Communicate Your Differentiating Qualities
Once you’ve grabbed a consumer’s attention, it’s time to show them exactly what sets your product apart from the crowd. Consider the elements that distinguish your product and brand, narrow down the most salient ones, and feature them in your packaging concept.
While highlighting your product’s strengths is encouraged, be careful not to overinflate its merits. Three-quarters of consumers report that honesty and transparency in product labeling increases their trust.
Don’t Sacrifice Functionality
Unique, standout packaging can be a major plus, but don’t lose sight of the fact that it must also remain functional. Effective packaging must protect the product within, be able to withstand transportation and storage, be convenient to open, and consistently reproducible.
Highly detailed graphics or designs that require complex or lengthy manufacturing processes increase the likelihood of errors and can compromise the overall integrity of product packaging (not to mention, they’re usually costlier). Choose wisely when balancing form and function in your product’s packaging design.
Limit the Number of Fonts You Use
While it may be tempting to pull out all the stops when it comes to fonts, our advice is: Don’t. Too many fonts on packaging can overwhelm consumers, making them uncertain what to focus on and detracting from cohesion.
When it comes to fonts, less is more. Using two fonts on product packaging is a good rule of thumb. Remember to also include some negative (empty) space to highlight important information and avoid overcrowding.
Ensure the Color Design Is Appropriate
Can the colors on packaging really be inappropriate? If they don’t represent your brand and effectively communicate your message to consumers, then yes.
When selecting colors for your product’s packaging, ensure that they are consistent with the rest of your branding. (And, if this is your first product, consider your color scheme carefully, because it will be associated with your brand well into the future.) Bear in mind that different colors have been shown to evoke specific emotions or reactions and make your selections accordingly.
Revamp Your Product Packaging Today
As you can see, there’s a lot that goes into the packaging design process. Fortunately, the professional and experienced team at SupremeX is here to help. From concept to finished product, we support our clients every step of the way and are proud to manufacture state-of-the-art packaging to suit any product—no matter how conventional or unique.
For more information about packaging design or to start the process of manufacturing packaging for your latest product, contact SupremeX today!
