How To Create An Effective Package Design
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Have you ever walked down an aisle in a departmental store and picked up something that you didn’t need but it looked pretty enough to own? Or have you judged a product by its cover and then made a decision based on that? Well, be rest assured that you’re not the only one.
Whether it’s the food boxes from your favorite deli, Apple’s product packaging, or a beauty product; the things we put products in, play an essential role when it comes to marketing. It is a way of identifying and differentiating a product from the others.
What does Packaging Design refer to?
To simply put, Packaging Design refers to the process of designing an exterior for a particular product for containing, identifying, and delivering it.
A good packaging design tells a story, where material, form, colors, fonts, as well as graphics, play the central part. It’s a practical tool that gives the buyer a real experience, by literally engaging them through sound, touch, and sight. These are the minute details that give us an idea of what the product is about, how should it be used, who it is for, and above all, whether we should purchase it or not.
3 Questions to answer before you start with your packaging design
Every good packaging design answers 3 crucial questions – firstly, what is the product? Secondly, How are people buying this product? And thirdly, who are these people that are buying the product? These questions bring clarity to the designer, which in turn will make the product more relevant to your target audience.
1. What is the product?
Determine if there are any logistical criteria you need to follow for your packaging design
2. Is your product being purchased online? In a shopping mart? A departmental store?
Consider packaging your product differently depending on how and where it is going to be sold.
3. Who are the people buying your product?
Design your packaging in a way that is directly targeted towards your audience will make your packaging design relatable and relevant to your potential consumers.
Now that you have answers to these questions, it’s time to move onto the components of packaging design. Good packaging design is a little more complex than just smacking a sticker on a cardboard box. It consists of components that are put together to create an aesthetically pleasing design that stands out from the rest.
So what are these components of packaging design?
These components are specific to the brand, which help the consumer recognize a brand quickly and evoke nostalgic memories attached to the brand. To nail these components are crucial as the packaging design reflects on the brand and its mission.
Here are 5 essential components that one should consider when creating packaging design:
Colors
Colors are universal languages. Specific colors tend to evoke specific emotions. Different colors can be used to differentiate between various products in the same line (For example, different flavors) and draw the audience’s attention towards a particular point. Having a selective and interactive color palette based on desired emotions a consumer should feel will go a long way.
Content
Every packaging design’s content should highlight the fundamental reason as to why a consumer should choose to purchase the product. Minimal content that doesn’t take away from the overall design is an ideal way to present it.
Style
Keep your design simple and clear. Basing the elements of packaging design in grid-like patterns makes it easier for consumers to look at. Having a clean, minimalistic design can allow you to use the space to emphasize further specific elements that need to be addressed by the viewers.
Font
Fonts on the packaging design should reflect the product line and or the brand. They should be easy-to-read by using contrasting fonts to differentiate. Using block and or geometric lettering along with varying weights (regular, light, bold, etc.) to highlight relevant content also helps guide the consumer’s eye along with the texts and easily interpret information.
Logo placement
A logo is an integral part of the packaging design process as it helps identify the product quickly and forms a trustworthy relationship with their consumers. The logo placement is crucial since you wouldn’t want your logo to overpower your product or want your brand to be sidelined.
Having an effective packaging design will help increase sales and attract more customers while building a healthy, lasting relationship. Having an out-of-the-box packaging design will build a strong base for your products and improve brand awareness.
But wait, that’s not all. Many companies have good packaging design but fail to achieve the desired results. Why? Because more often than not, they forget that there is a strong connection between packaging design and branding.
5 Tips that will help you achieve the ideal balance between packaging design and branding
Packaging design and branding go hand in hand, or it would end up confusing the consumers and or lose its credibility. Apple, Nike, Louis Vuitton, and OnePlus are some of the many companies that perfected the formula.
As you start with your packaging design, the kind of brand you want to present to your consumers should also be considered. But worry not, we have compiled here 5 tips that will help you achieve this synergy:
Clarity and Simplicity
There are tons of different products from various industries. Some of these products allow some mystery around it (for example, perfumes), for others, that mystery just doesn’t work. Consumers fail to identify and understand the product through packaging design, often leading to low performance in stores.
So, remember to be simple and clear about the product and the branding.
Adjustability
Creating a packaging design that offers an opportunity to introduce a new product extension or a sub-brand will save you from re-creating or rethinking a segue for the new extension.
Authenticity
Being different, authentic is the only way to set your brand apart from the competition. Find unexpected inspirations by looking at different product categories and don’t shy away from standing out.
Practicality
Practicality is one of the most overlooked aspects of packaging design since consumers follow the rule of ‘tried and tested.’ But brands often forget that the more practical the product and the packaging design, the more sales it gets.
Honesty
By portraying a product ten times better than it is, it can be misleading and will disappoint your consumers. Most brands and designers strive to showcase their products in an ideal way, which, when it doesn’t live up to the standards, causes consumers to lose their trust in the brand, which ultimately leads to a bad brand image and decreased sales.
The packaging design industry is a vast and demanding design industry that is always on the lookout for designers who can be original and improve sales performance. And that is because the packaging is the first thing that a consumer sees. Get some retail packaging design ideas at All Time Design.
So, what are you waiting for, grab your designing tools, and get packaging!
