In a world of overcrowded retail shelves, stylish or engaging packaging design definitely play a crucial role in attracting eyeballs, influencing purchase and building brand. We may be taught to not judge a book by its cover but most consumers will confess that when it comes to our buying habits, packaging design most definitely influences their purchasing decision.
WHAT IS PRODUCT PACKAGING DESIGN?
Product packaging design refers to the creation of the exterior of a product. It includes choices in material and form as well as colours, graphics, fonts and information that are used on wrapping the container.
Packaging design is crucial to not only the product itself but to the company that manufactures the product as it becomes a memorable representation of the brand. Packaging design makes it easy to differentiate between products and brands.
The point to remember is that the packaging design of a product is more than just decoration; it’s all part of the customer experience. So, if packaging could be the deciding factor between a customer buying or rejecting a brand, it means product packaging must be handled with the seriousness it deserves. It cannot be considered a minor detail and left until the last moment. Packaging strategies must go in tandem with other important marketing strategies
BASICS OF PACKAGING DESIGN
There are many important aspects to consider before you start your packaging design. Whether it is FMCG packaging design or cosmetics packaging design, creative packaging design must be based on certain fundamentals. These include:
Know your product
The type of packaging will depend on your type of product. Is it fragile? Is it perishable? What is its size, shape and weight? Such logistical questions must be answered to determine your packaging design.
Remember, not every product calls for a unique design. You can go with the industry standard such as cardboard box for cereal or plastic pouch for edible oil or standup pouch with spout for juice or even a tin for baby food. In such a case, you just need to concentrate on making the packaging label design engaging and unique.
Know your consumer
The customer is the person making the decision, spending the money and using your product, so knowing the customer profile is essential. Is the product for men, women or both? Is it for adults or children? Is your consumer on a budget or with large disposable income? Is he/she environmentally-conscious? What are some of the values that matter to your consumer? Armed with this knowledge, you will find it easier to make decisions about the actual design.
Understand where your product is being sold
Will your product be available in supermarkets or high-profile boutiques? Will most of your sales be online? Products to be sold online need different packaging that can survive the shipping process. Products sold in boutiques need to consider materials and designs that create a feeling of luxury and originality.
Understand your competitors
It makes sound business sense to study your competition. Visit the stores where your product will be sold and check the brands displayed next to you. See what materials they use, the size and style of their packaging. Thorough market research and competitive analysis will help evaluate your own product, your position and areas of improvement.
Single product or line of products, it’s vital that buyers know where the product is coming from. Packaging design must radiate and build the company’s brand.
It must reflect and enhance the brand aesthetic. Regardless of whether yours is an established brand or new entrant in the market, the package must display the colours, fonts, logo and visual language in line with your brand image.
Plan the printing
Quality printing is vital for the impact of your packaging design. No matter how great your design is, if the quality of printing is poor, your product sale is going to suffer. So it’s essential to make sure you have a printer with the specialised skills and experience. In fact, involving your printer during the design process will ensure a great outcome for your efforts.
PACKAGING DESIGN WITH INTERICS DESIGNS
“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.”
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.
Interics Designs is an experienced product packaging design company that uses market research and design intelligence to create effective packaging. Oil packaging design, spice packaging design, box packaging design, pouch design – Interics has the packaging design ideas and execution capabilities to deliver an out-of-the-box experience.
From brand naming and label design to structure design, Interics’ 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 a top branding agency India, and strategic brand consultants with over 25 years of rich experience offering holistic and integrated solutions, for strong and sustainable brand building. Interics collaborates with businesses large and small, to create future ready design solutions and build powerful experiences across platforms.