So, you’ve got a great product. Something that will transform people’s lives, something that knocks the socks off the competition, a product that everyone has been waiting for. Now you just need to get your product packaging right, because if you don’t, nobody else will realise how fantastic your product is.
We’ve seen a lot of packaging in our time and if you want to showcase your product in the best possible way, here are our five tips to ensure that your product packaging design is as effective as it can be:
The most important element to product packaging design is that it quickly and easily communicates with people about the product within. If your product is destined for retail stores you will want to ensure the packaging conveys your message efficiently – this will include making sure your brand is clearly recognisable and that an image and/or clear description of your product is presented.
Being original with your packaging design may help your product to stand out and differentiate it from others. Consider that if you’re promoting a luxury product, you’ll want to quickly convey this air of exclusivity through the use of high quality packaging with embossing or foil blocking for added luxury. Similarly, if your product is eco-friendly, then you might want to consider using recycled board to reinforce your green credentials.
It’s easy to get carried away with the creativity of your packaging, however you need to keep in mind how people will use your packaging and ensure your design meets their needs. For example, will they pick up your product at a trade fair and need to carry it around all day with them or will the package need to fit through a letterbox? The size, shape and how easy it is to store your finished packaged product will all be important considerations at the design stage.
If your product is going to be displayed in a retail environment, it is likely there will be many competitor products also vying for your target audience’s attention. Being distinctive in terms of colour, shape or wording could make your product more desirable as people want to pick up the packaging to find out more.
No matter how well thought out you think your packaging is, you won’t truly know how successful it is until consumers or recipients start to respond to it. If you can take time out before the design process to run focus groups with packaging samples, you’ll be much better informed when it comes to designing packaging that conveys the right message.