How to Design a Product Packaging that Maximizes Impact

A critical mistake one could make as a business person in the consumer goods industry is dismissing the importance of product packaging. While in the past product packages served merely to protect their contents, nothing more and nothing less, these days they are precious marketing real estate. And they can vastly improve customer experience, too.

Product packaging is one way to stand out as a brand. Whether consumer goods will appear on shelves of big retail outlets or online market platforms, product packaging must command attention—that is, without compromising the kind of story a brand wants to impart to its target market and the character it hopes to personify.

Now those considerations might sound like a tall order, but they are perfectly doable. Begin with the following product packaging tips that will ensure the utmost impact, enough to convince consumers to put your product in their cart.

 1. Be creative but authentic

Creativity, while important, is not the be-all and end-all of product packaging. Equally essential is authenticity. That means staying true to the brand’s core. Creativity in product packaging will help a brand get noticed by its target market. Authenticity will help a brand resonate deeper to consumers it seeks to turn into loyal patrons.

Branding consistency is of the essence here. The look of a product should mirror how it is presented across marketing platforms, from print collateral to digital assets. There is no room for confusion if the goal is to get intimate with consumers and build a lasting rapport.

2. Get expansion-ready

When designing product packaging, always have growth and expansion prospects in mind. The packaging should cater to the possibility of product extensions.

For example, a brand of soap might eventually expand to shampoos under the same name. A good design will allow room for this introduction. The original packaging will be, ideally, ready for tweaks and variations without losing its visual character, which is now linked to the brand in question.

Here, flexibility is key. Will the design for soap packaging in the shape of a box easily translate into a bottle for shampoo under the same line? Will the core visual elements fit in these new spatial dimensions?

3. Nail mind practicality

When designing a product package, you must envision how consumers will interact with the product. No matter how visually appealing the packaging is, if it does not serve the purpose it ought to serve, the efforts that went into the design go to waste.

Think of the clever trick Heinz accomplished with their ketchup bottles. With the simple hack of turning the bottle upside down, the brand made it easy for consumers to consume the product they paid for. That equates to usable product packaging. Now Heinz ketchup aficionados get the most of each bottle they buy.

4. Choose colors wisely

As for color selection, the rule of thumb is to stay consistent with brand personality. And that is something decided upon from brand inception. Be mindful of the subliminal messages colors carry before committing to one.

Red is often associated with love, passion, and desire. Sometimes, red also points to hunger, which is likely why Coca-Cola has reaped tremendous success with its use of the color. Meanwhile, orange is attributed to creativity, adventure, and enthusiasm. With that in mind, it makes perfect sense that brands like Nickelodeon and Home Depot chose it as their brand color.

5. Explore visual elements

This is where thinking out of the box becomes even more fun since there are a plethora of options available. For starters, in terms of finish, an array of interesting possibilities await. If a brand is partial to a high gloss finish that conveys sophistication, there are UV coatings. To make the packaging shimmer, there is a pearlescent coating. A bold look is easily achievable with glitter coatings. Other choices include metallic sheens and foils.

6. Be conscious with the use of materials

The sky’s the limit when it comes to materials for product packaging. What will narrow down options include budget and brand values. Budget factors into the equation because, obviously, product packaging requires investment. As for brand values, some materials might be off-limits due to ethical considerations.

Brands that champion sustainability have a higher chance of attracting loyal patrons. That is given how consumers nowadays have become more conscious about their carbon footprint. And they will not mind paying more for products that advance the green cause. This is an opportunity that brands can tap into. Product packaging sourced out from recycled or repurposed materials is a good start.

In closing

It is high time to do away with the obsolete notion that product packaging is purely functional. To compete better, it is a clever decision for brands to marry function with form. Add aesthetic value, social consciousness, and emotional touch to the product packaging and, in no time, consumers will take notice.