The basic ways to make product packaging stand out; considering where the product will be sold, using branding, competing with other products and keeping it simple.
Influencing a buyer to choose your product through effective packaging
It’s estimated over 70% of buying decisions are made at the point of sale; as the customer stands in the supermarket aisle or scans the shelves of the electrical store, their decision as to what product to choose could well be influenced by effective packaging design. In many cases products have to stand out from a welter of competition sitting cheek by jowl on shop shelves and in display areas, so impactful packaging design is an area demanding careful attention.
Another aspect to consider is online purchasing; with more buyers making purchases online, creating packaging that looks appealing on a web page amongst many other products needs careful consideration.
As with several other aspects of design and branding, expert help can prove invaluable; professional product packaging designers
can create a solution to suit your products.
Key factors to help your product packaging stand out:
Keeping it simple
While your packaging needs to attract attention, overuse of busy patterns and shapes could be counter-productive.
Complicated patterning makes it more difficult to focus on wording; when this happens, the eye tends to glance over the item without properly registering it. Instead, a simpler yet striking design is far more effective. A prime example is Apple’s packaging; their boxes and containers are often in one colour - either white or black - and use plenty of space rather than covering the package with text and intricate patterning.
Indeed, Apple take product packaging very seriously from the design to the whole ‘unboxing’ experience
once a purchase has been made.
If your company or individual products have a strong brand, then it should be used prominently. Certain products, such Kelloggs’ with their Tony the Tiger, and of course Apple again with the strong branding of both their company and individual product names (iPhone, MacBook, iPad and so on) are good examples.
Careful consideration should be given to colour; you may have a particular colour associated with your company or brand, but it pays to analyse what competitor product packaging looks like in terms of colour schemes if yours will be sitting alongside theirs in stores and online.
Where is the product sold?
Where your products are sold is a major factor; for example, if you’re selling a frozen food that may be located below eye level in the supermarket freezers, can it attract the customer’s attention? If it’s an electrical item secured behind locked glass in a display cabinet, can the packaging have an impact?
In areas where many products compete for attention, such as on supermarket shelves, a design that stands out is vital.
Good quality materials
Certain products require good quality materials to match their image and market positioning. For example, higher cost electrical or related items, such as some smartphone accessories, may require packaging that has a high quality feel as potential buyers sometimes handle it to get a better look.
People may well judge a product by its packaging, so if you’re selling a premium priced high quality item then its packaging should reflect this. If the packaging is of high quality, it sends a message to the buyer that the product inside is, too.
As with keeping colour schemes and general design simple, the same applies to lettering and on pack information. If you’re hoping to attract people to your new product amongst a sea of others, especially if you hope to encourage people to change their buying habit from a favoured brand to yours as in the case when people are supermarket shopping, then make the product name and supporting information legible.
Using easy to read fonts that stand out from the rest of the packaging is a basic design principle to adhere to. Choose a font colour that is different to the general background of the pack, and don’t fall into the trap of information overload; stick to the most important facts or, even better, customer benefits such as ‘low fat,’ ‘compatible with iPhone,’ ‘long life’ or whatever is appropriate to your product.
Overall principle - simplicity
The common theme running through packaging design is to keep it simple yet effective, rather than trying to be too gimmicky or overloading the customer with information. If you have a strong and identifiable brand whether as a business or specifically for your product, then this should be strongly pointed up.