Introducing a new product to market requires more than a great idea. Packaging design is crucial to providing a customized experience for your customers. The industry is expected to reach $32.42 billion by 2030, driven by rising demand for sustainable packaging and visually appealing designs.
Considering this, we've compiled five tips for package design, each with a killer example, to help you create a unique brand experience.
Take advantage of this opportunity to elevate your product's packaging. Let's start.
Table of Contents
Customize Packaging for the Target Market
The packaging should be attractive to your target market and represent what’s inside in the best possible light. That said, misleading packaging is considered unethical and can result in the loss of customers, so make sure not to keep it realistic.
For instance, consider how the packaging can benefit your ideal customer. If your product is not disposable or single-use, resealable packaging might be a great idea. Think along those lines until you come down on a unique packaging solution that’s memorable.
In terms of the design itself, there’s no better example than Adidas’ packaging, renowned for their bold and innovative solutions, perfectly aligning with their sporty and dynamic brand identity.
The packaging is often characterized by vibrant colors, striking graphics, and sleek typography, creating a visually impactful experience that captures the consumer's attention. The shoe boxes stand out with their creative opening mechanisms and interactive elements that add surprise and engagement.
That said, Adidas adapts their packaging designs to their target market, focusing on performance and style.
Keep It Consistent
The element of uniqueness in design is essential even if the package targets its audience well enough. However, all the iconic designs have another common trait — consistency. Tinkering and iterations on a unique formula may be essential, but once you’ve struck a chord with your target audience, the key is to remain consistent in terms of aesthetics, even if it doesn’t translate right away.
Coca-Cola is an excellent example of a brand that owes its legendary status to consistency. They’ve stuck to the vibrant red colors since the inception of their product, communicating energy and passion and capturing attention on the shelf. The logo evokes a sense of familiarity and nostalgia, while the use of recyclable materials aligns with the brand's sustainability efforts.
Having said that, to keep things fresh, Coca-Cola often introduces limited edition packaging as well, adding a collectible and personalized touch. But even in their limited-edition products, their established brand symbols and packaging are a mainstay.
Focus on the Visual Elements
Speaking of brand symbols, the visual elements often trump practicality in packaging design. In a 2018 survey by Ipsos, 72% of American consumers stated that the visual elements of a product's packaging design influenced their purchase decisions.
Therefore, you need to make it eye-catching and attractive enough to grab consumers' attention and keep your product at the top of their minds. It's essential to ensure your packaging doesn't blend into the background, as consumers are likelier to recommend a product that stands out.
This is achieved through the strategic use of design elements such as color, which grabs attention and establishes emotional connections. Then, there’s the structure and shape, which can make a product stand out and trigger emotional responses. Lastly, what matters is texture, which affects how consumers perceive the product through touch, and typography, which conveys the product’s message and personality.
Design your packaging with multiple purposes in mind. It should look good on shelves and be photogenic, making it visually appealing for the internet, catalogs, and press. All in all, Attractive packaging can instantly capture attention, evoke specific emotional responses, and encourage impulsive purchases, even among those who initially did not intend to buy.
For instance, Glossier's packaging is characterized by minimalist aesthetics, clean lines, and a soft palette. It's sleek, compact, and travel-friendly, making it easy to use. The brand's logo and typography are elegantly integrated to create a recognizable look. It pays attention to detail, ensuring a memorable unboxing experience while perfectly aligning with the brand's natural beauty and authentic ethos.
Ensure the Packaging Communicates the Product
Once you have the visuals and the functionality taken care of, you might think that most of the work is done, but what sets apart great packaging designs from good ones is communication.
Packaging plays an advertising role, especially for small brands that don't have a large advertising budget. It is essential to analyze how people perceive the product, and how the packaging can make this process easier for customers.
For instance, Gather Premium Pet Food's package design beautifully communicates the brand's philosophy. Using collage-based illustrations, the design traces food from source to pet's bowl. The illustrations traveling from front to back create an interesting eye trajectory. The innovative packaging stands out on shelves, attracting customers who share the brand's values.
Emphasize Sustainability
After the pandemic, consumers have exhibited pronounced awareness about hygiene, food safety, and shelf life in product packaging while growing increasingly concerned about sustainability. Producers and retailers of fast-moving consumer goods (FMCGs) are developing innovative packaging designs to enhance circularity, incorporating recycled content such as post-consumer resin (PCR). This trend is not one that’s set to sunset anytime soon, so incorporating it into your long-term package design strategy is more than advised.
For example, Plaine Products is a leading example in the personal care aisle. Even though they use aluminum containers to differentiate the brand, they’re fully aware that the packaging material isn’t as sustainable. So, what do they do? Promote recycling and reducing waste, of course. Their unique program allows customers to send empty bottles for a full refill at a significant discount compared to buying off the shelf. Furthermore, the company extends its eco-consciousness to its fulfillment protocols, using 100% recycled cartons to ship online orders.
The best packaging designs balance form and function, highlighting the product's features while being visually appealing and practical. By implementing these package design tips, brands can ensure that the packaging reflects their commitment to quality and sustainability and becomes a crucial factor in consumer purchase decisions.
FAQs
What makes effective package design crucial for new products?
Effective package design is essential, as it significantly influences a customer's buying decision. A well-designed package communicates its value, differentiates it from competitors, and presents a brand in a positive light.
How does sustainability impact package design?
Sustainability in packaging design is increasingly important as consumers demand eco-friendly options. Incorporating sustainable practices, such as using refillable aluminum containers, appeals to environmentally-conscious consumers and positions a brand as responsible and forward-thinking, improving overall brand perception.
Can package design influence purchase decisions?
Yes, package design can significantly influence purchase decisions. As noted in the Ipsos survey, 72% of American consumers say packaging design affects their selection of products. Effective design captures attention, communicates product benefits, and can make the product stand out on the shelf, directly impacting sales.
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