Your product packaging design is a key element of your marketing strategy, as it is the customers’ initial point of contact with your product and business. Therefore, it is important that you grab their attention and convey your brand perfectly straight away.
Here are 4 key elements that you must consider to creating winning product packaging design.
Communicating your product & its benefits
Through your product’s packaging design, you must communicate what your product is, does and the desired feelings generated when purchased and consumed.
By communicating what your product is and does through design, your consumers will instantly know what to expect when purchasing your product, as with the above example from Masons Gin.
From their label design, you instantly recognise that this is a gin product. Not only from the copy but also from the style of typography and iconography, as this communicates the traditional dry gin distillery method the brand use.
Brands can also outline their product’s unique selling points through design. By communicating your product’s USPs, you are also informing the consumer why they should purchase your item and convincing them to do so.
This can also be seen with the Masons Gin example above, as one of their unique selling points is the drink being made in Yorkshire, an appealing factor to their Yorkshire based target audience.
Your packaging design can evoke emotion from the consumer, even before they have made a purchase. For example, the use of specific colours, imagery and copy can indicate a positive feeling from a product.
The Airwick Life Scents shown above use imagery and copy to describe the scents and paint a vivid picture of the product’s smell. For example, with the scent ‘Mom’s Baking’, this instigates nostalgia and a positive memory by creating a personal connection with the product for the consumer.
This form of communication is crucial, as it persuades a consumer that your product will fulfil their needs.
Consistency is key
With your product packaging design, it is imperative to remain consistent. Your branding should remain consistent everywhere it appears, including your packaging design, copy and overall style across all products.
In order to ensure that your branding remains consistent everywhere, it is important to set out your brand values, personality, desired outcomes and beliefs early on. By setting out your brand’s story from the start, your packaging design and marketing campaigns will clearly communicate the same message to your consumer.
By creating a story and brand identity for your product, you will be able to reflect your brand personality through design in order to resonate with your target audience.
Consumers will be drawn into your product and brand as they engage with the authentic personality of a brand, as well as a high-quality product.
Consistency in design is also important when it comes down to colour. Colour management is an extremely important step that you must take to ensure that the colour of your packaging design will turn out exactly how you want when it comes to printing your packaging.
Not only this, but also ensuring that the colours remain consistent across all products. The consistent reproduction of colour across different substrates and print processes allows your brand to appear perfect, everywhere it appears.
Excite and engage the consumer!
You must excite and engage your consumer with your product packaging. A consumer must buy into your brand as well as your products. Therefore, you must engage them further through your product packaging design by creating a unique experience.
Your product packaging design must impress the consumer. This may be through eye-catching design elements, enticing copy, or even a decorative label. By creating an eye-catching piece of design, you will excite the consumer about your product, drawing them in to purchase.
A decorative label can use label embellishments to add texture and a premium feel to your product. A wide variety of options are available including gold foil, embossed elements of design, or spot varnishing. The premium feel of a decorative label will excite your consumers and entice them to purchase your product.
You can also excite and engage your consumer using interactive packaging. This involves creating interactive elements that are embedded within the design, such as QR codes or Augmented Reality.
By creating a unique level of engagement for the consumer, they will interact with your product packaging, creating a memorable, exciting experience for them. Interactive packaging can teach consumers about your product & brand, or even create an interactive game for them to play with an incentive, such as a discount voucher.
By integrating interactivity into your product packaging design, your product will stand out from others and create a positive experience for your consumer.
The above example shows how McDonald’s used Augmented Reality to create an interactive game using their packaging. The consumer scanned their McDonalds fries packaging and was transported into a game of virtual football on their table to celebrate the World Cup.
Evaluate & test your product packaging design
When you have created your product packaging design, it is important to evaluate your results to see if you have achieved what you set out to. By asking yourself the below questions, you will ensure that you are targeting your audience correctly.
- Does your packaging design make clear what your product is?
- Does it outline the benefits / USPs of your product?
- Is your packaging design consistent with your brand identity?
- Does your product packaging design look exciting?
- Will your packaging engage your consumer?
- How will your product look on a shelf?
The final question is an important element to consider when creating a new product. When a business is in the new product development stage, they should test and trial their packaging using mock-ups.
Our Mock>It service enables you to test your packaging ideas before going to production, no matter the size of your business. Without testing your product packaging design, you may run the risk of wasting money and materials on packaging that you are not happy with or may not excite your target audience. Packaging mock-ups therefore save you time and money, ensuring a successful product launch.
In conclusion, to create a winning piece of product packaging design you must first communicate your product by making it clear to customers what it is and how the product will benefit them. While creating your product packaging design, you must maintain consistency throughout your copy and design by creating a strong brand identity.
You must also engage and excite your consumer with your product packaging, by creating unique experiences offering great value to your consumer. Finally, you must trial your packaging to ensure you appeal to your target audience and you are happy with your final product!
If you need assistance with your product packaging design, get in touch!