Tips and tricks for memorable product packaging.
You’re walking down a store aisle looking for a thing-a-ma-jig, but you’re not entirely sure what brand. How do you choose from a sea of products that are basically the same? The first impression of a product’s packaging can often be the difference in a consumer’s choice in a product. The package either stands out, compelling the consumer to buy it, or it blends into the dozens of look-a-likes collecting dust on the shelf.
So what’s the secret to creating product packaging that stands out? Well, the truth is, there’s no winning combination. There’s no sure fire way to guarantee exponential product sales. The answer lies in adopting one (or more) of a number of principles that rely on experimentation and simplicity. Let’s take a look at some of these common package design guidelines…
Ultimately, whatever decisions are made about packaging, make sure it accurately portrays WHO the brand is.
Take Some Risks!
Be bold, be daring, and be willing to do something out of the norm. No business has ever had outstanding success by being “safe” or ordinary. It may involve stepping outside your comfort zone. WHAT? BUT THAT’S CRAZY AND UNCOMFORTABLE! We know, but trust us, good things will happen as a result.
Be Clear
You have to assume that consumers know absolutely nothing about the product, so make sure that the message is clear and to the point. However, make sure not to make the common mistake of saying too much, because a big consumer turnoff is excessively wordy labels and confusing phraseology (see what we mean).
Think Outside The ‘Box’
Look past the confining square and rectangle containers and get creative with the shape of the packaging. But let’s not fool ourselves; we make major decisions like this one based on consumer and market research. Don’t fit a square peg into a round hole. Work within the scope of the product, but explore how consumers open it and interact with it, that’s where the creativity comes into play.
Reflect Your Value
Whether your product is the crème of the crop or the entry level variety, knowing your “place” among the options can better help you reach consumers. Tailor the packaging to reflect where your product fits in. If the goal is to appear higher-end, add some elegance. If the focus is on value or low price point, keep the packaging simple.
Express Your Brand
Show some personality by experimenting with illustration, expressive typography, hand-drawn graphics and more in the packaging. Bright, bold colors and yes, even uncomfortable amounts of white space can be powerful on the shelf. Photography can work too, but you have to do something interesting to set the packaging apart.
Ultimately, whatever decisions are made about packaging, make sure it accurately portrays WHO the brand is. Delivering a consistent brand message and aesthetic builds brand awareness. When consumers see this, over time they will know what to expect, building brand equity and value. And that’s a win-win, folks.
