Designing Product Packaging | Branding packaging and labeling
Defining Product Packaging Design
“Packaging design” is the process of integrating form, structure, materials, color, images, typography, and regulatory information into a product’s packaging to make it marketable. Its major goal is to design a vehicle capable of containing, protecting, transporting, dispensing, storing, identifying, and distinguishing a specific product in the marketplace. Package design aims to accomplish marketing objectives by successfully communicating the style and function of a consumer product and ultimately generating sales.
Packaging’s Primary Functions
While the design is important, packing functionality is much more critical. What should effective packaging accomplish for the product it contains?
The primary function of product packaging is to protect the contents of the package from harm during transportation, storage, or while sitting on the store shelf. Thus, product packaging must be dependable and robust to avoid product tampering.
When buyers see your items on the shelf, they must be visually appealing. This may be accomplished using specific color schemes, elaborate patterns, or useful but appealing bespoke packaging.
Additionally, packaging must provide information on the product such as how to use it, the substances it contains and the expiry date. This information enables buyers to determine whether to purchase your goods without speaking with a store assistant.
Additionally, packaging enables firms to identify their goods from similar ones through logos, colors and forms. Your goods will stand out and attract buyers with innovative designs.
Why Is Package Design Important?
- Makes an excellent initial impression
As previously said, first impressions are critical – even more so when your product must stand out in a sea of comparable items. An eye-catching package design will set your product out from the competition on the market, whether it is shown in stores or on the website. This is your first opportunity to win over customers and introduce them to your brand, so make the most of it.
- Establishes and maintains brand identity
Your brand has a narrative; that is, an identity you’ve worked hard to develop. What better way to highlight your brand’s identity than by its design? After all, it’s the first thing shoppers see. To guarantee that your package design accurately represents your brand, ensure that it prominently shows your company logo and incorporates fonts, colors and trademarks associated with your business. Through this manner, shoppers will be able to identify your items, regardless of where they are.
- Maintains informative communication
Whatever you do with package design, keep in mind that it must also be instructive. It must interact with clients and provide all pertinent information to inform them of goods contained therein. A well-designed package must be able to answer the following questions:
- Who is the intended customer base for this product?
- What purpose does this product serve?
- Where can I get further information about the manufacturer?
- Does it have an expiration date? If so, when?
- How does this product enhance my quality of life?
- Produces aesthetically pleasing product packaging
To create effective product packaging, you must first consider a few factors. These three questions will assist your designer in creating something that resonates with your brand’s ideals and image:
- What are you trying to sell? This is not intended to be a tough question but rather one that assists you in determining the packaging’s usefulness. The product’s material, size, and nature will dictate how durable the packing has to be (and its size).
- Who will purchase your product? When designing the packaging for your product, keep your target buyer in mind. Understanding your audience enables you to know how to appeal to them.
- What is the aesthetic of my brand? Because packaging design must reflect your business, you must inform the designer about the aesthetics to utilize. This includes colors, fonts, logos, and if applicable, pictures.
Helpful Tips for Creating the Best Package Design
- Maintain attention-grabbing packaging which quickly jumps out and is recalled by the buyer.
- Remember that your packaging extends your brand and should elicit an emotional response.
- Ensure that packaging is sufficiently sturdy to secure products and safeguard the contents contained therein.
- Finally, it should be simple to open. This may seem straightforward, yet when lacking, it often causes significant annoyance for clients.