How to create a packaging design that sells the product itself?

All goods can be divided into two types: food and non-food. The first category is about what we eat and drink (food), the second is everything else (non food). Can you imagine how many products there are around? And they all need packaging. The direct purpose of packaging is to maintain the integrity of the product and protect the contents from external influences. Yes, but this is just the tip of the iceberg. Product packaging Another powerful marketing tool. Now imagine how many similar products there are? And yours is the one that needs unique packaging. It shows brand affiliation, demonstrates benefits, controls a person’s attention and desire to buy. All this is communication with the consumer, which is so important for the success of the company. Now we will put everything on the shelves so that they will willingly take your products.

Contents

1. What business problems does product packaging design solve?
2. What do you need to know before developing product packaging?
3. Main characteristics of product packaging
4. Basic rules for product packaging design
5. Features of effective product packaging design
6. Stages of product packaging design development
7. How can you improve the efficiency of product packaging?

What business problems does it solve? product packaging design?

These are tasks for promotion, product sales and company reputation. High-quality packaging can make people fall in love with a product or brand and thereby increase sales if the design is thought through, shows respect for the consumer and shows the best qualities:

• Unique advantages.

  Packaging provides key information about the product, shows and explains why it is better than others. Even technical information, such as composition, can be presented in an interesting way.

• Brand identification.

  The packaging is not only about the product, it also represents the brand itself. This way you can create the desired memorable image, show values ​​and features, and earn the favor of buyers.

• Authenticity.

  The embodiment of fresh ideas, functionality, thoughtful details, and our own unique solutions make the packaging special. And if someone wants to copy your idea, they will only strengthen your position.

• Detachment from competitors.

  Unusual packaging catches the eye and grabs attention, which significantly increases the chances of being chosen in your favor. The buyer will probably want to take a closer look, and then it’s up to the previous points.

What do you need to know before developing product packaging?

It’s not possible to just take and develop a product packaging design right away. This won't make much sense. You need to understand at least a little about the characteristics, rules of creation, trends. We’ll talk about this in detail a little further, but first, it’s worth answering at least three important questions about the purpose of the product, its buyer and place of sale

What product do we sell?

Not every product category is suitable for every packaging. It would be strange if the cake was placed in a shapeless bag, and the soda was poured into tubes. Fantasy, but still. Even think through the concept of packaging design, keeping the product itself in mind.

Who will buy?

We always insist that corporate identity, design elements, media and packaging, among other things, must be oriented towards the target audience. The tastes, preferences, and social status of a potential buyer are expressed in colors, fonts, characters, and illustrations. 

Where will the buyer find the product?

The effectiveness of packaging design depends both on where the product is placed and, again, on the type of people visiting the location. Will it be a supermarket or a small showroom? Online or offline? Is it possible to make a composition from goods? Clearly define where the product will be displayed; this is important for choosing a design concept.

Main characteristics of product packaging

Dimensions

Of course, the size of the package depends on the volume and dimensions of the product itself. But be that as it may, make the packaging as compact and mobile as possible, remove useless space. And it will be easier for the buyer to move with it, and you will be able to increase the volume of deliveries.

Material

A characteristic that is important to consider when developing packaging design. The design will look different on different surfaces. It is difficult to apply a design to a glass bottle; you need to design a label. If the packaging is biodegradable, it should emphasize environmental friendliness - this is one of the leading trends in recent years.  

Design elements 

Key characteristic of packaging in a marketing context. For design development, material and dimensions are important, and for the buyer’s attention, first of all, design is important. Therefore, the logo, font, corporate colors, and graphic elements must catch the eyes of customers, personify the brand, influence emotions, and create a desire to buy. Also, the choice of a specific product shape may depend on the design intent.

Basic rules for product packaging design

Before looking for some tricks and tricks that will attract the attention of the audience, first thoroughly work out the basic techniques for developing packaging design. If everything is done correctly, it will already bear fruit:

Composition

We need to not only attract attention with a color or slogan, but also provide information to the buyer, of which there is a lot: brand, product name, category, USP, composition, expiration date, information about the supplier. Plus all the graphics. All this must be placed in a limited area, observing the proportions and relative placement of the blocks. And don't forget hierarchy and space.

Space

Information will be perceived easier and more pleasant if you leave free space between blocks. The clutter only dazzles the eyes; the buyer will not bother to sort out what is shown where and what is most important.

Hierarchy

The key rule for effective packaging. The buyer's attention needs to be caught in 1-3 seconds. Therefore, it is important in what order the information is arranged. First of all, place the loudest thing that you think will hook the buyer - the main unique selling proposition. Next, designate the product itself, followed by the brand. And only then all the detailed information.

Features of effective product packaging design

Now that we've sorted out the basics, let's make an intermediate conclusion and determine what are the features of packaging that really works for your benefit:

Communication

There is no need to place a manager next to the shelf, the cool packaging itself will present the product, tell you about the methods of use and all the useful properties. Describing the benefits of the product and the values ​​of the manufacturing company can resonate with a person’s preferences, and he will become a devotee of your product for a long time. Even with the help of packaging, you can communicate with the buyer and take care of him.

Accommodation

The conditions in stores are different: in some places you can come close to the product, touch and examine it, in others it is hidden behind glass; Somewhere only one copy is displayed, somewhere the entire assortment is displayed, a shelf below, a shelf above. The exact position of the product determines the design. Or is it even an online store, then the packaging should be effective right from the picture.

Uniqueness

To stand out, you need to thoroughly study your competitors. Especially at the location. See what other products look like on the shelves. Determine how your product will create contrast and attract customers.

Clarity

Good product packaging immediately answers the buyer’s basic questions: what kind of product is it, how is it useful, why shouldn’t you even look at others. Few people will spend tens of minutes studying each package. We walk through the supermarket almost non-stop, filling our shopping cart along the way. And in these moments the packaging must sell the product.

Stages of product packaging design development

Now let's try to transfer the main issues, characteristics, and features to the stages of packaging design development. Let's take 6 steps to create effective product packaging:

1. Product Description

   We usually start development with analysis, but at the heart of everything is the product itself. First you need to determine its actual properties, scope of application, physical appearance. We will think about gels and creams in one direction, and in a completely different way about clothes and shoes.

2. Marketing analysis

   It is pointless to implement even the most creative idea if it does not provide benefits and benefits. Therefore, it will be possible to create effective product packaging only after good analytics. Determine the target audience who exactly needs the product. Study the market segment and specific competitors, highlight those features of the product and its design that will give you an advantage and allow the product to shine on the shelf.

3. Selecting a point of sale

   Determine the places where the product will be sold. The packaging format depends on the number and size of shelves - it must at least be the right size. And the ability to display several units of goods will allow you to think through the design so that the goods form an overall composition - this will greatly increase their attractiveness. Also, additionally study competitors on site to make the packaging different and stand out. Develop a packaging design concept on the shelf, among analogues.

4. Packaging format

   We know exactly the category of the product, its consumers and place of sale. Now you can objectively select the type of packaging. It should match the size of the shelves and appeal to the buyer. If everyone sells tea in boxes, then why not display it in jars or even in a mug, which you can then use. Yes, there will be more production costs, but the effect will be completely different.

5. Consumer Information

   Almost everything is ready for registration. But before the designer starts creating a layout, determine the entire pool of information that is needed on the packaging. Company logo, slogan, product name, category, advantageous characteristics, technical information, barcode - there may be more data than a pre-prepared layout allows for.

6. Brand design

   With all the cards in hand, it’s time to design a package that no one else in the world has! But there will be limitations here too. Packaging should not only sell at any cost, but work for the future: promote the brand, create a positive attitude towards it, make sure that people remember it for a long time and constantly come back for the product. In modern competition, it looks even more solid and attractive when all brand carriers convey a common concept, affiliation, position, style. In principle, we can end here: we have sorted out the components of creating packaging and assembled it step by step. But let's step a little further and at least briefly estimate how we can further improve the efficiency of product packaging.

How can you improve the efficiency of product packaging?

• The use of transparent inserts. If the product itself looks aesthetically appealing, then show it right away through the packaging. This will bring the buyer closer to a solution. When you see a delicious cake, do you want to take it and eat it? 
• Possibility of use at home. It’s cool when packaging can be made attractive on the shelf, and then you can use not only the product, but also the packaging itself. The same example with packaging tea in a mug. Or a set of cosmetics right in your makeup bag.
• Interactive elements. Elements of interaction establish contact with the consumer, and he no longer wants to put the product back on the shelf. It works effectively, for example, in children's products: the child is captivated by playing on the back of the cereal box, leaving parents with no choice. 
• Challenge of association. There may be some kind of trigger on the product packaging that makes the buyer pay attention. Vintage is trending partly because we seem to be touching something from history, which is very interesting to many.
• Comfortable unpacking. The buyer will definitely appreciate the careful attitude, because we tried for his sake. When a complex packaging design can be opened with one easy movement, a feeling of help, understanding and support is created for the buyer.

That's it, let's pack. Let’s draw a line and recall the main points in the form of several recommendations:

1. Before developing a product packaging design, analyze the target audience, location and competitors on the shelf.
2. Clearly define the packaging characteristics: size, shape, material, set of design elements.
3. When developing packaging design, rely on the brand book and convey the company’s philosophy and values.
4. Don't shy away from new ideas, but design packaging in a style that suits the purpose of the product. 
5. Attract attention with packaging, evoke emotions in buyers, form an attitude, establish contact.

And one more bonus tip. If you want to be sure of the result, contact Veonix. From us you can order turnkey packaging design and any other brand media. The whole team will take on the work: we will conduct an audit of your brand, research your competitors, select winning solutions, create several concepts at once and implement the best in premium quality design.