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In this blog I’m going to talk you through what makes good packaging design and why it can be detrimental to the sale of your product if you don’t get the aesthetics, overall look and feel, and the key selling messages right on your design.
One third of consumers decision-making is based on the product packaging, and not on the product itself. Packaging should communicate many things including: company ethos, what the product is, what it tastes like, smells like and even feels like.
There are several factors to be considered when developing the foundations of your packaging design, from colour, key messaging, texture, the size of the packaging in relation to the size of the actual product and its unique identity.
Colour is a key factor in packaging design (if not THE most important factor) as colour has different connotations and signals different messages in the consumers brains.
For example white signifies purity, cleanliness and simplicity whereas deep blue denotes masculinity, professionalism, intelligence and authority. You w
ouldn’t choose a deep blue colour pallete to package baby talcum powder as this would confuse the consumer and give off all the wrong signals.
You should also try and stick to a colour palate of usually 3 or 4 colours at the most as the more colours added to the design of a package the less sophisticated and more complicated it tends to look. Less is definitely more in this case.
Colour choice is paramount and a fundamental factor when designing your packaging. It’s the first visual representation of your product and we all know how first impressions count for something…
Key messaging is obviously vital when it comes to packaging. There are two primary components to effective messaging.
You need to immediately engage with the consumer and inform them of your key message. If you don’t get your selling message correct then you run the risk of being ignored on the shelf. Keep your messaging short and punchy. Too many messages will confuse and put off the consumer.
If your key message is poorly presented then presentation becomes void. The product sitting next to yours has won the heart of the consumer due to the poor product appearance.
Consumers don’t tend to fully analyse packaging, and usually spend under 5 seconds analyzing each product, only taking in 4 of the key design elements. If you clutter your artwork and add too many elements this won’t increase consumer viewing time it will result in your messages fighting against each other. As with the colour principle, ‘less is more’.
Finally, beautifully executed packaging needs to stand out from the over-saturated crowd. Why should the consumer choose your product over the competition? What is going to make you memorable?
It can be a costly process but if there is room in the budget then adding special finishes to your packaged product can make all the difference. The list is pretty much endless with the options available but special printing techniques such a pantone colours (this is a more intense and precise print of colour) or foiling can add depth and give your product that edge over competitors.
Some other examples of impressive processes, techniques and materials are die cutting, embossing, de-bossing, letter pressing, the use of less common materials such as wood, eco friendly finishes or a metallic finished material.
If you would like any help with packaging design or would like to discuss your branding and marketing communications, please get in touch!
Below and above are just a few examples of packaging designs that I believe showcase well-executed design.