In today’s market, product packaging does more than just store your product—it also works to convince buyers to choose your product over your competitor’s. With 72% of American consumers reporting that their purchase decisions are influenced by a product’s packaging design, you risk losing out on sales if your products don’t stand out on the shelf.
But where does your brand start designing attention-grabbing packaging? Below are some dos and don’ts on giving your product packaging that extra oomph.
● Use professional-quality design
Product packaging design is the first way for consumers to understand your product and, to some extent, your brand the moment they see it on the shelf. Packaging design that is high-quality and professionally done speaks volumes about the quality of the product and the reputation of your brand.
On the other hand, low-quality designs will stand out in the wrong kind of way and may even discourage customers from reaching for your product. Avoid this by steering clear of amateur graphics and elements. Stick to clean and neat designs instead.
● Keep your target market in mind
A key idea in marketing effectively is having a good understanding of your target market. By focusing on the people most likely to buy your product, you can narrow down your design choices to ones that will appeal to them more.
Conduct market research on your target demographic, focusing on their needs, concerns, and motivations. Additionally, look into what your competitors are doing and pinpoint why they are succeeding. This information can help you best engage your target market and find the right way to stand out from the competition.
● Align with your brand image
As mentioned earlier, product packaging introduces your brand to the customer alongside the product. While there can be general trends in design when selling certain types of products, your brand—and therefore, your product—should still be distinguishable from your competitors.
Think about how your brand is positioned to your target market: Are you a high-end brand or more affordable? Is your brand serious or more fun? What role do you play in your customers’ daily lives? The answers to these questions should help push your product packaging in a direction that makes the design recognizable and unique to your brand.
● Choose the right packaging for your product
Product packaging should find the right balance between form and function. In some cases, packaging design that pushes purchase decisions is that which makes the product convenient to store and use.
The type of packaging, the material of the packaging, and other storage and handling features will depend on the exact nature of your product. Put yourself in the shoes of your customers and imagine how they would buy your product, take it home, and use it. The resulting packaging should be able to follow their logic and provide a good experience.
● Get creative with images
One of the best ways to capture attention from the shelf is to use an image. For customers scanning the shelves, an image can communicate what a product is much faster than reading an entire label’s worth of text. It can also represent an idea or promise of what a customer can expect if they choose to buy your product.
However, using a plain image may not have as strong of an impact. Incorporating images into your overall packaging design in innovative or artful ways can leave a more lasting impression, leading to more sales.
On the shelves of a store, your product needs to put its best foot forward and delight customers. It is essential for your product packaging design to not only grab attention but also demonstrate that your product is the right fit for their needs.
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