When it’s time to create the perfect packaging for your product, there are many choices that need to be made. The packaging should be attractive, while complying with many regulations regarding the content. It should also reinforce your company’s brand.
Product packaging design doesn’t have to be an intricate task, but it does have to be effective in order to help sell the product. Often times, designers believe that packaging only needs to be appealing but that is not necessarily true. The entire packaging design needs to be effective on multiple levels. To be successful, every brand must have a distinctive selling point and be able to express this clear and unique reason for being. Effective packaging makes it easy to understand at a glance, who, what and why the product is relevant to the consumer. Naturally, the product has to deliver on its promise to ensure repeat purchase.
Here’s a list of five product packaging fundamentals to consider:
Be simple – In a busy, visually agitated market, simple design is more effective. Consumers so rarely experience moments of visual, or auditory calm, that they gravitate towards it. As an example, Buster, the drain cleaner, unseated Mr. Muscle (Europe’s Mr. Clean) in England, because they introduced a small pack devoid of the power graphics that are typically found on products being offered for sale. The company also recognized the emotional agitation that a consumer who needs to unclog a drain feels, and answered it with a calm, clean, simple package design. Sales rose 42%, and the brand is now expanding into Europe and Asia.
Make it unique – Your product is going to be placed next to all of its competitors. Have you designed the packaging so that it will visually stand out among the rest of them? This will require a lot of thinking outside the box and the willingness to take a risk by breaking traditional rules. Consumers are not going to buy what you are selling if they do not notice it in the first place.
If you have ever browsed for products and purchased one based on the attractive labels alone, you understand the power of standing out when it comes to product packaging.
Understand the target market – Is the product supposed to be used by men, women or both? Is it for children or adults? Is it geared towards people who are environmentally conscious? To those on a budget or with a lot of disposable income?
A product’s packaging should appeal to its ideal consumer; it’s important to know who that consumer is before you start the design process. Products for older adults may need larger text. Alternatively, items geared towards an affluent customer will need to consider materials that create a feeling of luxury.
Incorporate ‘green’ packaging – Consumers love sustainable packaging and products. Companies that use “Green” packaging can leverage their conscious decision with packaging, sales and marketing. Incorporating “Green” packaging aids sales efforts.
Your barcode – The barcode is not the most glamorous element of the packaging design, but it is one of the most important parts. If you are selling a product, you simply need to have a barcode. Proper positioning is imperative for the barcode, and must be considered within the overall design. It must be clear, concise and easily scannable.
At Griffin-Rutgers, our team of experts can brainstorm with you to come up with a solution for implementing a barcode onto your packaging and labeling.
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