Have you seen the packaging design of a ring box?
How the packaging creates the atmosphere that presents the product to the hopeful bride-to-be.
The design of the product box is simple – less complete and not noticeable. But the packaging is classy and pleasing to the eye.
The “how” and the “means” of packaging work together to create an experience that enhances the product for the customer to purchase.
The many roles that product boxes play include; identification, protection, marketing, and transportation.
In this article, we’ll look at how packaging design can boost your business sales.
- Chapter 1: Packaging Design Explained
- Chapter 2: Before Starting Your Packaging Design
- Chapter 3: Packaging Design Process: 7 Steps To Consider
- Chapter 4: Importance of Packaging Design in Branding
- Chapter 5: How Packaging Design Acts As Sales Tool
Packaging Design Explained
It is the process of outlining creatively the exterior of a product. This includes the choice of material, and the combination of graphics, colors, imagery, and other important elements that will make product containers unique and attractive to the customers.
The goals of packaging design include:
- 1. Protection of the product
- 2. Brand visibility and identity
- 3. Drive the interest of the customer
These goals show that the function of packaging design as a branding tool is promoting the taste and feel of the product to the customer with the core aim of helping businesses meet their marketing objectives stand out in their competitive markets; and then generate sales.
Before Starting Your Packaging Design
Three questions that need to be answered before you design the packaging of a product:
- What’s the product?
- Who’s the product meant for?
- How will they buy the product?
Well, this is not a tricky question; but should be an easy one for you to answer. You should be able to know;
- What are you selling?
- How big is the product?
- What materials is the product made of?
This will help you determine if there will be any logistical cost for your product packaging.
- Who’s the Product Meant For?
Understand if the product is meant to be used by children, adults, men, women, or both. Is the product for environmentally conscious people? Or, to those on a budget or with a lot of money to spend?
The packaging should be able to appeal to its target customer; understanding who the product is meant for is important because you have full knowledge of what to do during the design process.
You should know that products for older adults may need bigger text. While products targeted for an affluent customer need to consider materials that create the feeling of luxury.
- How Will They Buy the Product?
Will they buy it in a brick-and-mortar shop? Online?
You need to think about packaging the product differently if it is going to be sold online and shipped to the customer. Or if it’s going to be sold on a physical store shelf.
Having answered these questions will guide you into making the right decisions during the packaging design process.
If you don’t have answers? It means you’re not ready to start the branding process. And that’s fine! Take your time and get it right before you jump in unprepared and then end up making a lot of mistakes that will lead to waste of resources.
But if you’re ready, then let’s jump into the next thing to do.
Packaging Design Process: 7 Steps To Consider
Many people are of the assumption that this process looks straightforward to do. Like creating a structure by adding an illustration and slapping some text and colors. And then your design is ready to use. It’s easier said than done.
Here’s the truth!
Packaging design is a process that requires you to have technical skills, think creatively and strategically to come up with a unique design that stands out on the shelf and finally ends up in a customer’s shopping basket. To achieve that, then these seven steps are to be followed for you to have a successful package design:
- Product Briefing
This is the stage when communication is established with a prospective package design company and an introduction is given. The business explains the industry they are in, the kind of products they have and the benefits, the kind of customers they sell to, and the ways people buy their products. Specific requirements are provided by the business, especially if the product represents their brand. Then they should provide a web design company with their logo, fonts, colors, tagline, and more.
The particular phase will help your designers to narrow their decisions and inform their strategies to come up with a unique and winning design. The research is to provide key information on your competitor’s strengths and weaknesses, their strategies, the audience wants, needs, and buying motivators (drivers).
Once your designers can define the product specifications, review your competitor products, and determine the customers’ needs, the concept design stage will then start. This next step is when all the elements such as identity and positioning are considered. This is to make sure the design aligns with your brand identity and appeals to the target customer. At this stage, a combination of creativity and technical skills is needed to deliver concepts that will be submitted for selection.
- Design Review and Refinement
Few concepts have been created by your designers for you to go through and provide feedback. You can request changes in areas like fonts, colors, imagery, and other elements to make the design meet up your expectation. The designers will work on the design to ensure it aligns with your brand identity and at the same time creates an emotional connection with the customers.
At this stage, you have approved the final design and the time to bring it into a reality by printing it. Here, you need the services of a professional printing company to handle it to be able to have exactly what the designers did.
- Market Launch
The exciting step of the packaging design process is to launch your new product into the world. So you need to prepare yourself for different aspects and this includes how your product will be delivered and how you plan to display it. You need to plan everything on time so that this process will go smoothly and avoid stress.
- Post-launch Feedback
After your product must have been released, there’s a need to collect feedback from the market and your customers to know how the product is performing and how successful it is in the market. This is achieved through online surveys where you send out questions regarding your product’s acceptance and sales to customers.
Importance of Packaging Design in Branding
There are lots of aspects to consider when it comes to designing your product package. Ask yourself some questions like; Does it convey your brand’s personality? Are the colors unique and eye-catching? Is the imagery balanced with typography? With these brand-related questions, these three professionals (packaging designers, branding experts, and marketers) have to come together to ensure that proper kerning is done. This is to make sure the packaging design adheres to the brand’s visions while appealing to the target audience.
There’s a lot to keep track of. By conducting the necessary market research will determine the ideal action that you want customers to take (which is to purchase), and stay on top of the latest design trends in the market. These important business-related questions will be answered while a stunning design is still produced. Though certain trends in the market, like minimalist aesthetics, tend to stand the test of time, other buzzy elements and design trends’ success rates will be relatively unknown until they are tested by you.
Well, one thing you and your branding experts can take comfort in is that effective designs are always the features that will capture your customers’ attention and embed in their memories about your brand. This means that packaging design is more than just a protective covering for your product but they are marketing materials on their own that plays an important role in driving more sales to your business.
How Packaging Design Acts As Sales Tool
In any supermarket, you will see a variety of products on the shelves or an ecommerce website. You’ll be shocked to know that out of seven of the 10 purchases you made, you picked a product based on its packaging design. Except when you have adequate information to opt for another product that doesn’t have any uniqueness.
The truth is that many shoppers will choose a product with a unique packaging that will propel them to make a purchase which inevitably makes your product stand out from the competition in the market. Customers take their time and go through the label to be sure the product is right for them. Meaning the information placed on packaging plays an important role in your customers’ buying journey. It’s meant to provide enough information, which must be written in a readable and understandable way.
Displaying your brand logo with other elements on your packaging design will make your customers aware of your brand. And they will be more likely to remember your brand which can increase chances of future purchases. The increasing craziness of digital around millennial online shopping is a new trend where online packaging is playing a crucial role in creating a lasting impression on customers. Nowadays, online shoppers share a photo or video of a new product on the social media platform where they are unboxing a product and this innovative video convinces a lot of people to purchase the product.
There are a lot of options when it comes to packaging design. Make sure you always consider your audience, brand, product type, industry, and other elements you need that will help your packaging stand out and increase sales. Successful packaging design is a tool that draws them in by promising them a great experience with the product inside.
So one way to make your packaging different from others is with your custom design and this increases sale. All you have to do is for your customers to notice your product in the crowd of competitors and go for it. And when they notice your product, it will increase sales, eliciting positive responses from customers.