Looking for better product packaging? You're not alone. Whether you're adding a single product to your line or a number of them, one of the things that matters most is a product's packaging. More than anything else, you want it to serve as its own call to action because few things represent your brand more completely than the packaging itself. Searching for some inspiration? These tips can help.
Think About Function First
Before you ever begin to consider aesthetic design, the single most important thing you can do is think about the reason behind your packaging. You want to keep your products safe and intact until your customer can get them home safely. While you this certainly doesn't mean you're going to have to go with something like bubble wrap, it does potentially mean that you want a design that will truly protect more than anything else.
Start Immediately
Even if your product is still at the prototyping stage, you can't start soon enough in the world of package design. Draft some ideas to get a sense of what you want it to look like on retailer shelves. Closely examine what other products within the same vertical look like. You may even want to do some target marketing research to decide how to start building those mockups of the packaging design. Getting outside advice on those early designs is absolutely key.
Be Creative
While you should certainly look at what others in your market are doing right now, that closer look shouldn't limit your ability to create something amazing. When customers see unique, interesting package designs, it can serve as strong signal to buy, even if your product has a higher price tag.
Go Green Here Too
The pressure for many businesses today is to go as green as possible, and packaging can play a huge role in your efforts to be eco-friendly. People who are recycling tend to me more conscious of environmental issues, so if that hits one of your target markets, you may want to go with recycled cardboard, eco-friendly printer inks, and more. Keep in mind, also, exactly where your products might be distributed, as there are legislative requirements to consider in many cases.
Build an Attention Getter
What grabs a customer's attention within your market? For some sectors, it could be color. For others, it could be print. No matter what it is, though, you have to remember that customers tend to have very short attention spans, and you may need plenty of packaging help to get customers to pick your item over the others available. As important as it is to keep this tactic in mind, though, remember that you don't want to scare customers away from your product. It is possible to incorporate so many trends and colours that your product becomes completely irrelevant to your market. You may need a bit of trial and error to discover that perfect balance. If you're adjusting an older product design, wait at least two years to do so.
Think Requirements
Almost all packaging is required to fulfill several different requirements, and that has to be at the forefront of your mind when you make that decision. The package design phase is certainly the place to think about how you're going to incorporate your barcode. The last thing you want is to get too creative in this area. The GS1 has several standards that you need to follow, including where to place barcodes and how to orient them on the packaging. Do your homework before you finalize your package design so that once the product is in your hands, you can add our barcodes and make it to store shelves faster.
Make Sure You've Clearly Labeled Your Product
As tempting as it can be to be so creative, customers don't know how to classify you, it's equally important to temper that with some clear labeling about the exact nature of your product. You don't want to disguise what you have to offer, and you want your brand name to be presented as clearly as possible. Don't take this as a licence to get too simple, though. Only be most recognisable brands can do that at this stage of the game.
Think About Function First
Before you ever begin to consider aesthetic design, the single most important thing you can do is think about the reason behind your packaging. You want to keep your products safe and intact until your customer can get them home safely. While you this certainly doesn't mean you're going to have to go with something like bubble wrap, it does potentially mean that you want a design that will truly protect more than anything else.
Start Immediately
Even if your product is still at the prototyping stage, you can't start soon enough in the world of package design. Draft some ideas to get a sense of what you want it to look like on retailer shelves. Closely examine what other products within the same vertical look like. You may even want to do some target marketing research to decide how to start building those mockups of the packaging design. Getting outside advice on those early designs is absolutely key.
Be Creative
While you should certainly look at what others in your market are doing right now, that closer look shouldn't limit your ability to create something amazing. When customers see unique, interesting package designs, it can serve as strong signal to buy, even if your product has a higher price tag.
Go Green Here Too
The pressure for many businesses today is to go as green as possible, and packaging can play a huge role in your efforts to be eco-friendly. People who are recycling tend to me more conscious of environmental issues, so if that hits one of your target markets, you may want to go with recycled cardboard, eco-friendly printer inks, and more. Keep in mind, also, exactly where your products might be distributed, as there are legislative requirements to consider in many cases.
Build an Attention Getter
What grabs a customer's attention within your market? For some sectors, it could be color. For others, it could be print. No matter what it is, though, you have to remember that customers tend to have very short attention spans, and you may need plenty of packaging help to get customers to pick your item over the others available. As important as it is to keep this tactic in mind, though, remember that you don't want to scare customers away from your product. It is possible to incorporate so many trends and colours that your product becomes completely irrelevant to your market. You may need a bit of trial and error to discover that perfect balance. If you're adjusting an older product design, wait at least two years to do so.
Think Requirements
Almost all packaging is required to fulfill several different requirements, and that has to be at the forefront of your mind when you make that decision. The package design phase is certainly the place to think about how you're going to incorporate your barcode. The last thing you want is to get too creative in this area. The GS1 has several standards that you need to follow, including where to place barcodes and how to orient them on the packaging. Do your homework before you finalize your package design so that once the product is in your hands, you can add our barcodes and make it to store shelves faster.
Make Sure You've Clearly Labeled Your Product
As tempting as it can be to be so creative, customers don't know how to classify you, it's equally important to temper that with some clear labeling about the exact nature of your product. You don't want to disguise what you have to offer, and you want your brand name to be presented as clearly as possible. Don't take this as a licence to get too simple, though. Only be most recognisable brands can do that at this stage of the game.
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