According to Tim O’Reilly, “Packaging design is the connection of form, structure, materials, color, imagery, typography, and regulatory information with ancillary design elements to make a product suitable for marketing. Its primary objective is to create a vehicle that serves to contain, protect, transport, dispense, store, identify, and distinguish a product in the marketplace. Ultimately, the goal of a packaging design is to meet marketing objectives by distinctively communicating a consumer product’s personality or function and generating a sale.”
Today, there are thousands of different products on the shelves of a supermarket. And there are many more sites where products are displayed. Department stores, mass merchandisers, specialty stores, online stores and retail marketing sites – all of them offer an opportunity to attract consumers through packaging design.
To put it simply, packaging design is a vital element of your marketing strategy. It should fulfill some basic requirements:
– attract prospective customers
– promote your product’s USP
– display your brand identity
– communicate product information clearly
Customer experience is the key
The buzzword in marketing and design today is user experience. It’s about usability and accessibility. It’s about providing pleasure and enjoyment in interactions with the brand. So naturally, as a crucial brand expression, packaging design has unique power to elevate the customer experience.
Optimizing its impact both on the shelf and in the hand of the consumer is paramount to generating a positive product experience resulting in brand buy-in. Keeping this in mind, it’s essential that products are packaged in a way that not only makes the goods easily identifiable but also effectively depicts the brand.
Whether you’re selling a specialty product, luxury item or essential household product, it helps to focus on simplicity – opt for unfussy graphic design and colours that communicate your brand and product message simply and distinctly to your target consumer. Too much text or too many graphics will only confuse and frustrate shoppers.
Packaging, as a brand’s primary touch point, plays an important role in clearly communicating a brand’s values, personality, story and positioning. By communicating this effectively, your packaging design will create a lasting, positive impression, building brand image and brand recall.
This simplicity should extend to the actually packaging material and form as well. Complicated product packaging can be a deal breaker for customer experience. Whether picked off retail shelves or home-delivered by an online retailer, the ‘unboxing’ experience should be quick and user-friendly.
Packaging Design by Interics IN-BRANDS
With market research and design intelligence, Interics creates effective Packaging that communicates the brand promise and benefits in clutter-breaking design that’s aesthetic, functional and unique. From brand naming and label design to structure design, our Packaging design methodology helps your product develop your brand to stand out on the shelf, and create a memorable experience with the customer.
Interics is an Interdisciplinary Design Consultancy offering holistic and integrated solutions, for strong and Sustainable Brand Building. Our focus is to translate our client’s business objectives into effective and future ready design solutions that meet critical scalability requirements.
As a top branding agency India, and strategic brand consultants with over 25 years of rich experience and diverse domain expertise, we collaborate with businesses large and small, to create powerful experiences across platforms.
Whether creating new brands or energizing old ones, our dynamic team uses strategic thinking, proven methodologies, efficient practices and a customised design approach to unleash brand potential and empower business growth.