There are two very basic considerations with packaging design – form and function. In its most basic form, packaging keeps the product within safe and intact. But encasing your product in bubble wrap, polystyrene and a blank box won’t exactly lure any new customers, will it? So your packaging also needs to provide the consumers with product information and make it an attractive buying prospect – what it is, why it’s the best product for their needs, and why they need to buy it now.
If you want people to think that your product is great quality, then your packaging needs to relate this. If it’s abundantly clear that time, effort and a lot of consideration has gone into your packaging alone, this should speak volumes about the product that it houses.
High quality, creative packaging can also be a strong signal and influencer in the decision making process for the consumer, even if your product is priced a little higher than your cheaper competitors.
Sometimes too much creativity leads to product ambiguity. In some cases, it’s not always clear what’s inside the packet or box, and sometimes it’s even harder to find the brand name.
Likewise, bold packaging design littered with product benefits can be confusing and disguises your branding and branding ethos. On the other end of the scale, minimised packaging that focuses solely on brand rather than the product’s benefits is risky; for some worldwide brands and household names, this can work. But for smaller brands looking to break into the market, it can mean frustration for the consumer and a missed sale.
The environment that your product will be sold in will have a huge impact on your product’s packaging design. In a bricks-and-mortar store, it’s likely that you product will be stacked on a shelf, hung, or put on a display stand. But as a smaller brand, you’ll want to maximise your potential audience by also selling your product online.
In an online sales environment, consumers don’t have the ability the pickup, touch and weigh up the product in their hands. Touch is a sense that simply cannot be accessed in digital stores, so you have to compensate and appeal to the other senses. On screen, the same rule applies that you need to make your product stand out, but other factors such as typography and colour palette are more important than ever.
Never be afraid to seek advice from specialist packaging professionals to help you to develop your brand. An experienced consultancy will not only help keep your budget in check, but will also have all the relevant information and knowledge you need to hand.
At Actionpoint we strive to help companies succeed, pick up the phone and ask us for some friendly FREE advice, a simple telephone conversation with one our packaging specialist could be just what your brand needs!