At the core of product packaging are the design elements which are going to drive your customer engagement. Presentation packaging is all about drawing in your target customer and endorsing your brand through visuals, language and the right marketing techniques.
Your product packaging will be the difference between a passing by customer choosing your product over a competitors. However, at the same time, it is vital to remember who you are as a brand and what message you are trying to communicate through every step of the design process.
Therefore, we have collated our top tips on creating presentation packaging for your product that both engages customers and endorses your brand:
Attracting and Retaining Customers
The first step in any design and marketing process, is establishing a clear portfolio on the type/s of customers you are aiming to engage with and what parts of your brand you want reflected to that customer.
Whether you are trying to attract new customers or retain old ones, complete market research to find out which deals, visuals and features are most likely to engage that target market.
Understanding Symbolism
Every aspect of your presentation packaging will require justification on exactly how it will help to engage your ideal customer. Therefore, it can be useful to understand how people respond to different colours, styles and symbols.
For example, black is often used to present something as a luxurious item and shades of pink are commonly used to target women. Bold fonts in red can hint that something is limited edition or on offer and therefore creates a sense of urgency to buy now.
Communicating Effectively
With presentation packaging it is important to know what you want to communicate to your customers and how you plan to do it. For example, if your core brand values surround helping the environment, opt for recyclable packaging. If your product is targeted to children, create functional packaging which can be used to support your product or includes additional activities.
Many businesses also redesign their presentation packaging to help reposition their brand. This can be for many reasons, such as outdated designs that no longer engages a modern audience, trying to recreate the brand after receiving bad press or a change in the company’s mission and values. Either way, it is all about trying to keep your customers engaged while endorsing your brand in a light you see fit.
Customer Experience
The first impression any product receives is based on the presentation packaging it comes in. It sets their expectations before seeing the product itself, so you want to make sure that their unboxing experience is exciting, engaging and memorable.
Many brands will choose to include small catalogues for upcoming launches, discount codes, free samples of other products in the collection or simply making the overall packaging so visually pleasing that the customer reuses it or posts a photo on social media (great for brand awareness).
Working Together
At The Packaging Experts we create innovative, quality packaging to suit your campaign specification. Our team of professions understand how to project manage all stages of design, production and fulfilment to ensure everything has been considered to engage your target customers and endorse your brand.
To get started on a project together get in touch with our team today.
