The design of your packaging goes beyond just protecting the actual product. It represents your business and brand. You have to consider what your packaging components convey to the potential consumer and acts as a marketing tool where you can’t communicate with your target market individually.
Among a sea of competitors, the biggest challenge for businesses in retail settings is getting their consumers to notice their products on the shelves. As a result, the design of your packaging is just as important as your product.
In order for your packaging design to be considered good, you need to ensure that the packaging unit is informative, functional and attractive. Simple enough right? Not necessarily. Read on to see how to ensure your packaging products succeed.
INFORMATIVE
Without the presence of sales representatives, your design plays a key role on market shelves. Consequently, there is a major emphasis on the design to be informative for your consumers. The information presented on your packaging in the form of labels can aid the identification of products and enhance your brand.
For example, Bee Rio specializes in natural bee propolis glycolic solutions and has done an exceptional job in incorporating an informative design on their packaging. Not only have we got a sleek package with a minimalist design, but Bee Rio also includes the following elements:
- Company name and logo
- Product name
- Box content weight
- Pertinent information specific to the company such as certifiications
- Nutritional facts about propolis
- Product ingredients
In addition, they’ve presented a good understanding of their target market by using English as well as Mandarin.
Remember: with an informative package design this is your opportunity to encourage the customers to buy your product! Put yourself into the buyer’s shoes and try to include all the necessary information regarding your brand to facilitate the purchasing decision!
FUNCTIONAL
When we discuss design and structuring of your packaging, we must also cater to the consumer’s needs.
Ask yourself: does the design show the product effectively? Is the design a good representation of your brand? Are you communicating the message behind your brand with each packaging unit?
Moreover, is the package design easy for your consumer to use? When your design is difficult to understand, it will reflect poorly on your brand. This means that there is a greater chance that the product won’t be used at all. So, although some packaging can be very appealing and creative, always consider its functionality and ease of use!
For instance, Ugo, known for its “yogurt to go,” features a very innovative packaging design which includes a functional spoon. This allows Ugo’s customers to enjoy their yogurt literally from anywhere, so the design is successful in conveying the brand’s idea of enjoying yogurt at the customer’s convenience.
It is able to communicate that Ugo is considerate of their target market’s busy schedules and wants to help make their lives easier.
In addition, with the use the spoon, you’re able to isolate the yogurt from the flavoured fruit purees.. Once you pull the spoon out, the mixing process process becomes easier while opening the package. It’s a really simple design but does an awesome job at protecting the contents of package!
ATTRACTIVE
We’re all guilty of selecting the better looking item on the menu when we go out. I cannot tell you the amount of times that I have chosen a product based solely on how it is presented to me – there are psychological studies done on this very topic!
Attractive packaging/presentation can lead to new customers and opportunities. A customer can be standing in an aisle and have no background knowledge regarding your brand, but because the design caught their eye, they bought it.
Essentially, your package design is your selling point and differentiates you from your competitors! This means it’s really important you know the appropriate features of a successful and effective design that will appeal to your existing and potential customers!
Consider this rigid box line we created for My Daughter Fragrances. They’ve established a really appealing design by using bright colour schemes, bold borders and creative fonts, which grabs the attention of anyone walking by.
Moreover, they highlight the product and communicate its brand message of spreading joy through messages on each lid cover.
To improve the attractiveness of your package design, keep the following tips in mind:
- Do thorough market research to understand what appeals to your target market
- Consider the use of decorative elements such as foils and embossing
- Implement a versatile design which can be used uniformly across your product line
- Be mindful of the materials you want to use. This can aid the package’s texture, shape and quality (e.g. reusable material, origami packaging, etc.)
WHAT CAN LEKAC DO FOR YOU
Your package design can do so much for your brand in terms of increasing sales and influencing the way your customers view your products. To achieve successful branding, always consider the informative, functional and attractive aspects of your packaging!
Here at LeKAC, our experienced packaging specialists understand the importance of these design elements and can help your business improve its branding strategy through custom packaging!
With the help of our in-house graphic design and marketing teams, we can help you create the perfect package!
Contact us today for your free consultation!
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Thank you so much! We’re glad you found the information to be very useful! Be sure to read our latest blog post! 🙂