Your packaging choices can make or break your brand. After all, your product's packaging design influences consumer behavior and brand perception.
ContentsBe honest with customersKeep it simpleMake it usefulCreate a WOWFable customer experienceMaking eco-friendly packagingFinal thoughtsIf you want to start well with the design, check out the following rules to follow.
Honesty can go a long way in packaging design. It should be a true reflection of your product or your brand.
Don't try to under-deliver or over-promise. Otherwise, you will disappoint your customers by trapping them in something that does not exist or that they do not expect.
Speaking of honesty, strive to present your product in the best possible way.
For example, why would you put a cookie in melted chocolate if you only sold chocolate cookies? Or why would you include many strawberries in your fruit yogurt design if yours has few strawberries?
Be honest. Don't describe your product five times better than it is. Otherwise, mislead you and disappoint customers who will never try to buy from you again. In any case, do not use a misleading packaging design.
Simplicity and clarity go hand in hand.
For one thing, customers don't mind cheap products, so you don't have to put a lot of unnecessary elements into the design. It will just mislead customers.
Simplicity is the key to helping customers easily recognize what your product is for and what brand is behind it.
For example, avoid listing tons of benefits without a clear brand name, or try to make your packaging look good on the outside without clearly explaining what's inside.
This is one of the main rules of packaging design – it should be clear about the product and the brand.
Think about the footprint of your product's packaging and factor in international freight and/or transit costs.
Make sure your box, can or bottle is moderately small. Before the actual manufacturing of your product packaging, think about it with the shelf life of your product.
Along with the usefulness of a product's packaging design also comes practicality. It deals with the actual functionality, shape and size of the jar, bottle, box or container and not just the packaging or the label.
The more sales your product can generate if it is indeed a practical product.
Do you remember Heinz?
His sales increased when he flipped his bottle because this design simply makes it easier to dispense ketchup.
At the end of the day, ask yourself:
Finally, you must obey the law and ensure that your packaging is recyclable.
See also:Why the right product packaging is critical to your business success
Another rule for effective packaging design is customer experience.
What kind of impression do you want to leave with consumers? How would you get them to remember your brand and product while browsing different other products in the grocery store shelf with your packaging design?
This is why you need to express a single, clear reason for existing in the first place. If you are good at this, you will create a deeper relationship with your customers because they feel good about your brand.
One way to do this is to attract them with your packaging design. Make equally excellent packaging choices. Don't embellish too much or you won't make an accurate representation of your product.
You also shouldn't overdo it by making your product seem loaded when it isn't. Again, you have to be honest with your customers.
Go green with your packaging and show customers that you genuinely care about the environment. Make sure your packaging design has a lower carbon footprint to help create a positive brand image.
And again, make sure it's recyclable and your materials are sourced locally. By using eco-friendly packaging, you can also improve your brand image. This will favor environmentally conscious consumers.
Remember that your choices influence how consumers will perceive your brand and your product. This is your last chance to convince them to choose you over your competitors.
If you want to make an impact – not just on the shelves but also in the minds of consumers – think about the best packaging design that demonstrates honesty, eco-friendliness, utility and simplicity. Finally, it must create a WOW customer experience.
