5 Tips for Creating Product Packaging that Pops
For any company looking to get their products to jump off store shelves, packaging is a critical decision. You only have 3 seconds, on average, to capture a customer’s attention. With such limited opportunity, we’ve compiled 5 ways you can help your product packaging pop:
Know Your Market
The most important role for product packaging is to speak to the ideal consumer. Is your product targeted at men, women, or both? What is the age range? What are the most important characteristics your product should convey to the consumer?
Once you answer these questions, research products that are targeting a similar market. How are they using packaging to portray luxury or dependability? What types of images and colors are being used?
Don’t Get Boxed In
Some retailers might specify the type of container your product should be sold in. For those situations where you have more control over packaging design, avoid feeling restricted to a standard box shape.
On a shelf full of square boxes, a unique bag or pouch could force a customer to look twice. These packaging examples can also be more cost-effective to produce. Survey your competitors’ packaging, as you will likely be placed next to them. If you notice square box designs for each, a different approach might be the perfect answer.
Avoid Overlooking Design
Once you have decided the type of package you want to produce, it is time to invest into a quality design. Your design should make sure your logo, product name and purpose are clear to the consumer. Confusion here will force customers to move down the line.
Use colors and imagery that trigger an emotional response for the target audience. If you are struggling to find a version that is most appealing, try using existing customers as a focus group. Their opinions and feedback can help solve design debates.
Your package should have all the necessary information your customers need to make a purchase without cluttering the design. This is not an easy challenge, but starts with ranking each individual area of information from most important to least.
The top 2-3 bits of information should be featured on the front of the packaging. From there, the additional bits should be added to the sides and back cautiously. Are you legally required to include certain information? If not, you must ask yourself if it is critical to the purchasing process. If the answer to both of these areas is “no” you should consider leaving it off.
Understand the Layers of Packaging
Your product packaging is more than the outside shell the customer will see on the store shelves. Product packaging is often a complex, three-layered system. The outer packaging is the area most people think of. This layer is the first layer a customer will see. Most place all their effort and energy refining this area of the packaging process.
However, the inner packaging can be equally effective in communicating valuable information. Think of this layer as the portion that holds the product in place. No one wants to open a box to find their item carelessly thrown inside. This area can also be valuable for safety information, assembly instructions or other information not ideal for the outside packaging.
Lastly, the labels or tags on your product make up the final packaging. This layer consists of the small, final details you wish to communicate to a customer as they open your product.
Developing the perfect product package can be as challenging as creating the product itself. Luckily, we can help. We’ve worked with a wide variety of clients to solve their unique, complex packaging needs. From design and function, to assembly and fulfillment – we have the expertise to get your product to the shelves and into your customers’ hands.