It would be very unwise to underestimate the power of perfect product packaging and you only have to look at some of the most iconic brands to appreciate how it is an aspect that is integral to creating a positive customer experience.
You only have to ask someone specializing in packaging solutions to quickly understand that there are so many crucial elements that all need to align in harmony in order to end up with a product packaging solution that actually helps sell what’s inside.
Here are some pointers on what components combine to create the ultimate packaging design.
1. Getting started
In order to achieve your goal of designing the right packaging that ticks all of the right boxes, you should ask yourself a series of highly relevant questions.
The answers to these questions will drive your design efforts forward in the right direction.
The first query is fundamental in many ways as you need to ask what the product inside is going to be and whether the contents create certain challenges, such as whether it requires a more secure packaging solution or maybe it is not a conventional shape.
You also want to identify the typical consumer profile of the buyer of this product so that you can create a design that appeals to that demographic. How you intend to sell the product is also relevant, as the packaging design is even more critical when you are trying to tempt buyers in a shop in comparison to selling online where the packaging can afford to be more practical rather than flamboyant.
2. Selecting the right materials for your packaging
Your budget per item will have an impact on some of your design options and in order to make a profit, you might have to find some innovative ways to package your item.
What you are selling will clearly influence your design options and you need to prioritize practicality if you are selling something liquid or highly perishable, for instance.
Where you are positioning your product in the market will also be very relevant. Customers who are buying a premium high-value product will be severely underwhelmed if the packaging doesn’t reinforce that luxury vibe.
It is fine to try and be innovative with your packaging design as a way of standing out from the crowd but be mindful of practicalities and also pay attention to what your typical customer will be expecting when they see and handle your product in its packaging.
3. Make a note of everything that needs to go on the packaging
Most products will have to display certain types of product and consumer information on their packaging in order to comply with regulations.
You will need to list all of the content that needs to be displayed on the packaging from health and safety instructions to product data that complies with industry regulations, such as a batch identification number so that you can pinpoint origin when required.
The trick is to combine key product and consumer information, in order to achieve compliance, combined with sales-orientated slogans and artwork that will look attractive and encourage consumers to buy.
4. Packaging design requires a multi-layered approach
You often need to think beyond the basic design of your outer packaging as it is entirely possible that your design needs to incorporate as many as three layers of product packaging.
Clearly, the outer packaging takes precedence as it is the first thing customers see and represents an opportunity to tempt buyers with their eyes.
However, you need to to think about the inner packaging too, as this will be used to keep your product safe and premium items will demand a high-end consumer experience that begins with the outer box and continues inside where expectation is high that the inner packaging reinforces the quality they are expecting.
The third potential layer is the product packaging itself, in other words, what the product actually arrives in, such as a bottle, for instance.
Taking a multi-layered approach to your packaging design will make a big difference to the final outcome of the process.
5. Aspects of packaging design that matter
It is all very well coming up with a design concept that you really like but if it doesn’t fulfill certain criteria it might not be fit for purpose.
A good example of this would be when you create a packaging design that doesn’t make it immediately obvious what the product is and what it does or offers the consumer.
The design needs to tell a story and have buying appeal for consumers but it also needs to make it clear exactly what the product is.
You must also aim to create a packaging design that is a fair representation of what you are selling and if you make misleading statements or use images that don’t accurately depict the product inside, this is going to alienate customers and could see you fall foul of regulations.
6. Create a mockup
You definitely don’t want to go into full production with your design until you have had the opportunity to see what it looks like in 3D.
It can often be the case that a design looks amazing on paper but doesn’t have the same impact when it comes to life in 3D.
You can also use the mockup to get some valuable customer feedback with some market research.
7. Consider shelf-impact
If you are going to be selling your product in stores and it will be competing for space on the shelves you want to know that the design works in that environment.
Check how much of the packaging will be visible when it is lined up on a shelf and experiment with colors to see how it stands out against the competition.
These are some of the key considerations that you will want to address when working on your product design and it should be very clear when you start to look into the process that there are a good number of aspects and components that need to come together if you are going to come up with a winning design.
You only have to ask someone specializing in packaging solutions to quickly understand that there are so many crucial elements that all need to align in harmony in order to end up with a product packaging solution that actually helps sell what’s inside.
Here are some pointers on what components combine to create the ultimate packaging design.
1. Getting started
In order to achieve your goal of designing the right packaging that ticks all of the right boxes, you should ask yourself a series of highly relevant questions.
The answers to these questions will drive your design efforts forward in the right direction.
The first query is fundamental in many ways as you need to ask what the product inside is going to be and whether the contents create certain challenges, such as whether it requires a more secure packaging solution or maybe it is not a conventional shape.
You also want to identify the typical consumer profile of the buyer of this product so that you can create a design that appeals to that demographic. How you intend to sell the product is also relevant, as the packaging design is even more critical when you are trying to tempt buyers in a shop in comparison to selling online where the packaging can afford to be more practical rather than flamboyant.
2. Selecting the right materials for your packaging
Your budget per item will have an impact on some of your design options and in order to make a profit, you might have to find some innovative ways to package your item.
What you are selling will clearly influence your design options and you need to prioritize practicality if you are selling something liquid or highly perishable, for instance.
Where you are positioning your product in the market will also be very relevant. Customers who are buying a premium high-value product will be severely underwhelmed if the packaging doesn’t reinforce that luxury vibe.
It is fine to try and be innovative with your packaging design as a way of standing out from the crowd but be mindful of practicalities and also pay attention to what your typical customer will be expecting when they see and handle your product in its packaging.
3. Make a note of everything that needs to go on the packaging
Most products will have to display certain types of product and consumer information on their packaging in order to comply with regulations.
You will need to list all of the content that needs to be displayed on the packaging from health and safety instructions to product data that complies with industry regulations, such as a batch identification number so that you can pinpoint origin when required.
The trick is to combine key product and consumer information, in order to achieve compliance, combined with sales-orientated slogans and artwork that will look attractive and encourage consumers to buy.
4. Packaging design requires a multi-layered approach
You often need to think beyond the basic design of your outer packaging as it is entirely possible that your design needs to incorporate as many as three layers of product packaging.
Clearly, the outer packaging takes precedence as it is the first thing customers see and represents an opportunity to tempt buyers with their eyes.
However, you need to to think about the inner packaging too, as this will be used to keep your product safe and premium items will demand a high-end consumer experience that begins with the outer box and continues inside where expectation is high that the inner packaging reinforces the quality they are expecting.
The third potential layer is the product packaging itself, in other words, what the product actually arrives in, such as a bottle, for instance.
Taking a multi-layered approach to your packaging design will make a big difference to the final outcome of the process.
5. Aspects of packaging design that matter
It is all very well coming up with a design concept that you really like but if it doesn’t fulfill certain criteria it might not be fit for purpose.
A good example of this would be when you create a packaging design that doesn’t make it immediately obvious what the product is and what it does or offers the consumer.
The design needs to tell a story and have buying appeal for consumers but it also needs to make it clear exactly what the product is.
You must also aim to create a packaging design that is a fair representation of what you are selling and if you make misleading statements or use images that don’t accurately depict the product inside, this is going to alienate customers and could see you fall foul of regulations.
6. Create a mockup
You definitely don’t want to go into full production with your design until you have had the opportunity to see what it looks like in 3D.
It can often be the case that a design looks amazing on paper but doesn’t have the same impact when it comes to life in 3D.
You can also use the mockup to get some valuable customer feedback with some market research.
7. Consider shelf-impact
If you are going to be selling your product in stores and it will be competing for space on the shelves you want to know that the design works in that environment.
Check how much of the packaging will be visible when it is lined up on a shelf and experiment with colors to see how it stands out against the competition.
These are some of the key considerations that you will want to address when working on your product design and it should be very clear when you start to look into the process that there are a good number of aspects and components that need to come together if you are going to come up with a winning design.
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