What kind of packaging sells the product? Here are the 6 main criteria!
No matter how high-quality your product is, the first impression of it will be based on its packaging. 6 key requirements that must be taken into account when developing packaging design, from Veonix.
No matter how high-quality your product is, the first impression of it will be based on its packaging.
Of course, if we are talking about expensive equipment or a specific product, the consumer can first study the available information on the Internet or consult with friends. But inexpensive, popular goods are often purchased because they simply liked the packaging.
In this article we have collected 6 key requirements that must be taken into account when packaging design development.
Practicality
This packaging quality manifests itself in several ways:
Cost. In most cases, it is better to build on existing packaging formats - this will avoid additional production costs.
It is better not to come up with too complex, original forms of packaging, so that it does not turn out to be more expensive than the product itself. You definitely shouldn't make a bottle in the shape of a Tyrannosaurus rex leg or a bag made of dragon scales. Just look for a ready-made form of packaging in printing houses, which will only need to be branded.
Compactness. Poorly shaped packaging can cause great inconvenience when storing and distributing goods.
"Understanding". Too atypical packaging sometimes confuses potential buyers. Your product may simply be classified in the wrong product category, but no one will take a closer look.
Functionality. In the case of food products, packaging plays a special role in the consumption of the product. Let's say you have created a beautiful and original package for ketchup, but it is inconvenient to squeeze out the remaining sauce from it. How will consumers who are eager to try a hot kebab respond to your brand?
To summarize: creativity when creating packaging should not impair its practical properties.
Information content
The consumer must understand at first glance what kind of product is in the package. Moreover, it is important to remember about the layout in stores - your product can be seen from different angles, depending on its location on the shelf and the conscientiousness of the sales floor employees.
To do this, the purpose of the product must be written in an easy to read font, intelligible and understandable. In the case of consumer goods, the typical buyer is a tired person who is rushing home from the store and has no desire to “meditate” on the packaging of a mysterious product.
The main questions that high-quality product packaging should answer:
- What is it?
- Does this product meet my needs?
- Should I take this product or another?
To answer these questions correctly, you need to have a good understanding of your target audience. More on this in the next paragraph.
Target Audience Relevance
When designing your packaging, it is important to consider the characteristics of your typical customer:
- gender and age;
- values and views;
- material wealth;
- level of education and culture.
If your customers include many elderly people, a significant proportion of them may have vision problems. This increases the requirements for good text readability.
If the majority of the target audience consists of supporters of certain life values, it is definitely worth adapting the packaging to their preferences.
Let's explain with examples:
If the typical buyer is a young, risk-taking, life-loving person, then he will appreciate bright, provocative packaging with an original and even slightly aggressive design.
If your client is a conservative focused on traditional values, then references to a happy family gathered around a large table will be much more effective.
It is also important to remember: the packaging of expensive and cheap goods differs in style. Premium packaging is usually designed in a restrained style, often in monochrome. Cheap - brighter, using simple colors.
A funny situation has developed with children's products. The paradox is that brands in this category have to work with two target audiences at the same time - parents and their children. Achieving a balance between these target audiences is not always easy.
For example, one company sold yoghurts under the Skeletons brand. The packaging was designed in a style corresponding to the name. The result: parents were wary, although the children liked it.
Originality
Regardless of where your product is sold - offline or on marketplaces on the Internet, competition has not been canceled. You need to try to differentiate your product from similar products. This is what the designers of Rich juice did, making their packaging white, while the tetrapaks of all other juices and nectars were multi-colored.
What does this famous case teach us? You don't always have to be flashy to be the center of attention. It’s more important to be different from everyone else.
Black crows are sad. And the white one smiles. Because they will buy from her!
To make your product stand out on the shelf or on the website, you definitely need to conduct market research and take note of the key characteristics of the packaging of competitors’ products.
That is, originality when development of selling packaging - not artistic expression. It serves to achieve specific goals:
- differentiate from competitors;
- attract attention;
- be remembered by the buyer.
Compliance with corporate style
Packaging development is one of the areas in branding. Therefore the following should be used:
- corporate colors;
- patterns;
- Tone of voice (“voice”, the language in which the brand communicates with customers).
If a design is being developed for a product line of the same brand, their packaging will differ from each other, but a certain unity of style should be maintained.
Attention to detail
Creating packaging is an art. There are many subtleties here. Let's look at some of them using the example of one of our cases in this area - packaging design for vitamins for athletes Octagon:
- The product name is written in a large, easy-to-read font.
- A combination of black and red is used, expressing an atmosphere of competitive spirit, struggle and power.
- The name and purpose of the product is duplicated on different sides of the packaging.
- The slanted font expresses dynamics, emphasizing the sporting purpose of the product.
- Useful properties of the product shown in the infographic, making them much easier to perceive.
- The free space is used to write an image slogan, rather than useless decorative embellishments.
- The packaging depicts the winner of a sports competition, with which the buyer subconsciously associates himself.
- The athlete’s gaze on the packaging is directed at the slogan, drawing the consumer’s attention to it.
We hope your packaging will captivate customers. The main thing is to treat its creation with due attention. If you are looking for a contractor to develop a design, write to us by email info@veonix.ruto receive a closed portfolio and discuss the details of your project.