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Do you market or sell a product? If so, you should be familiar with the ‘4 P’s of Marketing’ and how they guide your marketing strategy. But how much thought do you give to your product’s packaging when strategizing your promotional efforts? Here are 5 factors you should consider when designing your packaging.
Most consumers don’t realize it, but packaging can be powerful, attention-grabbing, and even radical. It can mean the difference between your product standing out or disappearing. From cereal boxes and toys to electronics and every day toiletries, packaging continues to be the cornerstone of print, motivating consumers to experiment with new brands every time they walk into a store.
As a marketer, you should understand that packaging and collateral design is vital to communicating your product’s sense of value. Every design element speaks to the consumer and triggers different sensors. Here are five questions you should ask yourself when designing your next package.
1. Is it functional and does it make sense? If it doesn’t work, no one will want it. If it doesn’t fit your product, no one will want it. For instance, if you’re selling three different sized bottles of contact lens solution, you’ll want to ensure you have three different packaging solutions to fit and hug each bottle appropriately. The top of the packaging and bottom should be clearly distinguishable, and it shouldn’t take a pair of pliers to open. Consumers want easy, functional, and intuitive. Chances are, if you just listen to your customers, they’ll tell you what they want.
2. Is it appealing? While looks aren’t everything, they still play a very vital role in how you’re marketing your product. First impressions matter, and you should be designing your packaging the same way you would dress for a first date. You’ll need to determine what kind of paper to use, which colors to incorporate, how many and which fonts you’ll display, the type of art or imagery that will be shown, and how all of these factors will complement each other. More often than not, your consumers will buy with their eyes instead of using sensible rationale. They’ll buy what’s attractive instead of what’s actually useful and valuable.
3. Is it modern? The style you choose will depend on a variety of factors, and although we wouldn’t suggest choosing a modern style just to seem fun, hip, and edgy, we do wish to recognize the importance of considering being modern with your design. Consumers like and trust modern looking design – it pops and makes your product seem new and innovative, even if it’s not. Everyone is curious about the new, shiny object. Reflect the same feeling in your packaging.
4. Does it stand out against its competitors? Before diving into the design of your own packaging, assess your competitors. What are they doing that you’re not? What features are or are not working for their product? What do their consumers say about it? How can you differentiate yourself? Taking the time now to observe and listen will pay off in the end.
5. Is it eco-friendly? Society is continuously moving towards greener, more eco-friendly products. Every day, you see products boasting that their packaging uses 20% less plastic or recycled material. Consumers are taking a greater interest in the well-being of the planet, and you should take this as an opportunity to re-evaluate your packaging. You could start utilizing eco-friendly materials or even a green printing company.
These five questions may seem simple but should be clearly identified when designing your packaging. Our creative services team can help you every step of the way. Here’s an example of a recent packaging project we completed for HYD For Men Razor Shield.
Size: 12 3/8 x 10 9/16
Paper: 130.0 lb Classic Crest Epic Black DT Cover - Mill Item
Colors: 1/0 PMS
Finishing die cut and glue
Foil stamp: 7 x 3 area
