Packaging is the cornerstone to effective branding. The most successful packaging is carefully designed with a focus on effectively communicating your brand values in an aesthetically pleasing and cost-effective manner. When it comes to designing your packaging, there are 5 key factors to consider: simplicity, uniqueness, quality, convenience, and integrity.
Busy packages with too many words or images are more of a distraction than an effective method of presenting your brand. The best product packaging is simple – for the designer and for the consumer. But what does that mean? Graphic design, including fonts and images, need to be clear and simple. Consumers should quickly understand what product is in the package while also being drawn to your brand. Sometimes the design of the packaging is more effective for sales than the quality of the product – particularly in markets where there are many options and new competitors.
Have you ever noticed how some products feature very similar packaging across brands? For example, recent popularity in low calorie, low carbohydrate, pre-mixed alcoholic beverages have the market clamoring with new competitors – but many of them rely on similar packaging to market their product. How then do you stand out from your competitors? Yes, you want simple and attractive packaging, but you want to be bold – break the mould and take some calculated risks with your packaging. See what your competitors are doing, and consider ways to maintain an elegant simplicity without blending in with the rest.
Sure, the quality of your product is important (especially if you’re after repeat customers), but the quality of your packaging counts too. Using quality materials for packaging sends the message that you care about your product and it helps you to establish credibility. You can even find some budget-friendly, quality packaging materials that will help your product stand out.
Have you ever purchased a new product and found it impossible to open the packaging? Maybe you’re interested in a product, but the packaging is cumbersome or difficult to carry? When designing your product packaging, remember to consider your consumers’ convenience.
Finally, it is always important to approach packaging with integrity in mind. Yes, you want your package to sell your product, but you do not want to make false claims about the product. You may find ways to creatively package your product that are not likely to disappoint potential customers when the product and the package are incongruent. You should always highlight your product’s benefits while being mindful not to exaggerate. Ultimately, you may burn a customer once, but they are likely to remember being misled. Misleading packaging is only likely to prevent those customers from trusting your products or company and will also potentially contribute to negative word-of-mouth about said products.