Approximately 67 percent of consumers state that the packaging of products influences what they wind up buying. And 63 percent of consumers stated that cardboard or paper packaging makes a product seem high-quality or premium.
This makes it clear how important your product packaging design is and why it is so important you pay attention to what you are using. Remember, the packaging you use ultimately goes into your brand identity.
If you are trying to create a strong brand identity, you have to use good storytelling to establish your brand as relevant and unique, and to make it more engaging for your target audience. Keep reading to learn more about package design and how to ensure yours conveys the right message to your target audience.
1. The Right Packaging Makes a Good First Impression
Regardless of what industry you are in, you have competition. You have to think about how you can differentiate your product from your competition.
Effective packaging is one of the best ways to stand out from the competition and to attract customers. If you are selling in a brick-and-mortar store, the packaging design is the first thing a potential customer is going to see. They may get their first impression of your product and company based on the packaging you have used.
Even though the total value of your product isn’t determined by how it is presented, this is the first (and sometimes the only) opportunity you have to win a customer over.
The graphic identity of the package you use needs to capture your buyer’s attention. Think of the packaging you use the same way you think about branding and advertising.
2. The Right Packaging Design Creates and Demonstrates Your Brand Identity
Brand identity helps to connect with consumers in two ways:
- It creates a clear impression of a product or company
- It reminds consumers about the products or brand
The packaging is a key element in sharing and defining brand identity. The impression you create for your business and your product is what helps consumers not only recognize it but remember it.
Look at your current packaging. Does it clearly show your company logo? Does it include company trademarks, fonts, or colors? If not, then it’s time to consider a redesign.
Put simply, a customer should be able to glance at your product’s packaging and have it create a new impact or rekindle a memory.
3. Your Packaging Communicates all the Important Information
Not all packaging is created equal. However, there is something that they should all adhere to. The packaging you use should be informative.
You need to tell a user everything they could need or want to know. Put all the answers to common questions on the outside so they learn about the product before the box is opened.
Some questions the packaging should answer include:
- Why is this product needed?
- When should the product be used?
- Where was the product made?
- What is the product used for?
- Does the product have limitations?
- What skills are needed to use the product?
- Who designed the product?
- Who is the product designed for?
By answering these questions, the customer is going to be able to see why your product (rather than the one next to it) is the right option for them.
Tips to Use Your Package Design for Brand Storytelling
As mentioned above, the packaging you use should tell the story of your brand. Now that you see why it’s so important, it’s time to ensure you get the packaging design right.
Target the Product’s Audience
When you begin designing the visual elements of your package, you need to consider your target audience. For example, if you sell products for kids, use a colorful style and bold, large typography.
If you are targeting career-oriented adults, use a minimal design with typography that’s more elegant.
Convey the Experience
The package design you choose needs to reflect the experience of the product. For example, eco-friendly products need to be packaged with sustainable materials to build trust in the product.
If you sell a luxury product, use high-end materials for packaging, rather than cheap packaging. If you have a product that touts convenience, the packaging should be easy to open and use.
Create a Design that’s Aesthetically Pleasing
Most people judge a book by its cover – it’s really human nature. If they see a brand that has put effort into the creation of a package that’s visually appealing, they are going to assume this reflects the brand’s effort to make a high-quality product.
The real challenge is being able to create a great looking design, but that’s also unique in relation to the competition.
You can’t ignore the small details that go into your packaging. A carefully planned package design is going to let your customers see you mean business.
Details like FDA information can help you gain your customer’s trust, and help ensure the item isn’t recalled off the shelves.
Getting Your Packaging Design Right
The packaging design you ultimately use can have a huge impact on your brand identity. You should use the packaging to help spread awareness of your business, brand, and the products you offer.
It should also promise to deliver on your UVP (unique value proposition) while targeting your audience and speak to the brand’s personality. Not only should you use packaging that leaves a great first impression, but it also needs to have a lasting impression.
If you want to create amazing packaging, but don’t know where to start or what to do, contact us. We can help you get the desired results with the product packaging you use.