7 Helpful Tips for a Better Packaging Design

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According to one recent survey, seven in 10 customers agree that product packaging influences their buying decisions. If you’re at the helm of any type of business, then the way you advertise and sell your wares matters.

This includes the packaging you use to store your materials. If you haven’t given much thought to packaging design, then now is a great time to start. Today, we’re sharing seven tips that can help you make the most of this opportunity to convert.

  1. Focus on Your Target Audience

You’re not designing a product for someone whose interests lie far outside of the realm of your brand. Rather, you’re trying to target the buyer who’s most likely to engage with your product. To that end, keep their interests in mind as you brainstorm packaging ideas.

If you haven’t created a target buyer persona, then take care of that step before you begin. This is the research-based process of conceptualizing the traits that your ideal buyer would have.

What do they look like? Where do they live? What are their hobbies and passions?

You can find much of this information through audience analysis. Take a look at who’s currently buying your products and patronizing your store. Determine the traits that they have in common, and what they might be drawn toward visually. Then, use this data to create packaging that will organically pique their interests.

  1. Avoid Sensory Overload

In the Digital Age, we’re constantly bombarded with brands trying to vie for our attention. Packaging seems to be getting louder, bolder, and more direct by the minute.

While this can work to a degree, one way to stand out from the competition is to take a different route. Scale back your efforts and simplify your design, allowing the most important elements to speak for themselves.

Minimalist packaging is quickly gaining speed in the design world, and for good reason. This pared-down approach doesn’t try to entice prospective buyers with fancy gimmicks, but instead puts the spotlight on the product.

Today’s buyers are more discerning than ever before, and they’re looking beyond the go-to bells and whistles. Modern manufacturers are listening, and are incorporating simplicity into every part of the packaging design process. You can read more about this process online for a closer look at the different steps.

  1. Choose Your Color Scheme Carefully

One of our top packaging design tips is to be as intentional as possible with the colors and designs you select. Of course, you want to stick with your brand’s overall aesthetic, but it’s important to make sure that the hues you choose complement what’s inside.

This also applies to the fonts and graphics you incorporate. They should work effortlessly with other parts of your branding, including your logo. The last thing you want is a package that’s so overrun with colors and typefaces that a user can’t discern what’s inside.

  1. Incorporate Technology

According to one study, 77% of U.S. consumers use their mobile devices to learn more about a product, including how to recycle it once they’re finished using it.

They’re doing so via advanced technology, including QR codes, Near Field Communication (NFC), and more. While not every business will benefit from implementing this type of “smart” packaging system, it can be incredibly helpful for those in a more tech-focused field.

If you do deploy these systems, then consider adding a location-based element to personalize the user experience. For instance, if you sell sustainable clothing, you can create a scannable label that shows users the location of the nearest recycling center.

  1. Consider Different Forms of Marketing

As you develop your package design, try to think of all the different ways and places that the item could be photographed. While you obviously want it to look great on the shelf, will it be included in a magazine advertisement? Will it show up on your website?

Colors and designs can look one way on paper, and another way on the screen (and vice versa). They can also look differently on signage or promotional apparel. This underscores the need for a simple, easily transferrable design that you can use across different mediums with ease.

  1. Don’t Forget Practicality

We’re all for pushing the envelope and thinking outside of the box. In fact, some of the most unique product marketing campaigns are those that incorporate unique elements, such as 3D touches! However, at the end of the day, the package should make sense.

Practically-speaking, this means it should fit the dimensions of your product. It should be easy to hold, carry, and open. If the item is heavy, it should include handles to lighten and distribute the load.

These aspects are simple in theory, but it’s easy to forget them when you’re in the middle of a new design. Think about how your buyers will interact with your product, and look for ways to make the process as enjoyable as possible.

  1. Differentiate Yourself

Especially if you’re trying to stand out in a crowded market, look for ways to make your packaging special and memorable. For many brands, this means using sustainable and recyclable materials that their eco-conscious buyers will appreciate. For others, it means telling a story with their design, and luring interested customers in that way.

As you seek to outpace the competition, remember not to create a package that’s wacky for all the wrong reasons. If your product isn’t easy to stock and store in a warehouse, then it won’t matter how many hours you spent on the design. Again, your buyer personas can help direct this process.

Think about what your target buyer would find compelling and extraordinary, and look for ways to subtly include those elements in your final product.

Ace the Packaging Design Process

We’re visual creatures by nature. Despite our best efforts, we’re hardwired to judge a book by its cover. Marketers know this, and they’re looking for ways to optimize their packaging design process to maximize their buyer appeal.

As you navigate this realm, remember to keep your target audience top of mind. As long as you’re designing around what they love and prefer, then you’re already on the right track.

Looking for more business and marketing advice? Be sure to check back often for more informative guides

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