If your business depends on selling a physical product to your target market, then the role of packaging in pushing your brand can’t be overstated. Your average supermarket shopper passes by around 600 items per minute; that means every piece gets a fraction of a second to grab the consumer’s attention.
Product packaging, in its functional essence, is about two things: providing a secure container for your product and drawing attention. When executed correctly, it is a great physical platform to showcase your brand, visually communicating your image while standing out from the competition.
Here are some creative ways to effectively harness the power of product packaging:
Graphics
Graphic designers for your brand often work months in advance to create eye-catching images, presentation templates, and color palettes that will be used consistently in your marketing efforts. Their carefully studied use of color harmony and contrast conveys the right signals to your consumers.
Take advantage of this design effort and use it in your product design. Don’t just select bright colors or loud contrast to draw attention. Instead, aim for recognition. Consistency of graphic design on every level (from your website and social media accounts, down to promotional materials and packaging) allows customers to recognize your product among dozens on the shelf instantly.
And if you have any concern about how faithfully the colors or intricacies of graphics might translate to the packaging material, particularly glossy surfaces, consider an excellent sticker-printing service. This lets you apply your design to any package and subtly customize the look to target specific markets, going from upscale in Europe to economical in New Zealand, for instance.
Labels
Consumers don’t just buy products that catch their attention with a visually attractive design. The information on the package can be crucial to establishing your brand as authentic, reliable, and honest. 60% of customers expressed reluctance to buy products whose labels didn’t include sufficient information, while 1 out of 3 was inclined to dismiss the product itself if they didn’t like the name.
The product label allows you to communicate vital information while still standing out and pushing your brand. Peel off labels because they physically stick out, draw attention, and enable you to add value in the form of recipes or discount coupons. Ensuring that your name includes information on how to recycle or properly dispose of the product is a powerful way to communicate that your brand values sustainability and eco-friendly best practices.
Interactivity
Creating an interactive package can be challenging, but find a design that provides a natural way to experience your brand. The packaging can be functional, entertaining, or both. It might end up being recycled either way, but it brings added value and makes your brand memorable.
You can take inspiration from existing brands or products, too. For instance, collapsible cartons can be used for mustard, ketchup, or mayonnaise (products that people love to squeeze until every last drop is out of the bottle). Putting thought into this aspect of the design communicates to the customer that you care about quality on every level.
Great brands invest in creating experiences for the customer. In the modern age, the role of packaging isn’t just limited to grabbing attention for a split second; at its best, it should trigger recognition, convey trust, and deliver a memorable experience.
