Before a product reaches the shelves, a company must design the product’s packaging. Since a product’s packaging is the first thing a customer sees, it is necessary for companies to have a great packaging design to draw customers toward their product(s) and buy.
We at Creativeans know that the purpose of a product packaging is to protect the product and sell it. There are numerous factors to what makes packaging designs effective. As we tell our clients, the best packaging designs are ones that entice, promote and persuade. Let us take a look at the best practices to create an effective packaging design so that your products stand out among its competitors.
Entice and Appeal
Effective product packaging captures the attention of its target audience, they are highly visible and have the ability to stand out on the retail shelf. To achieve this, we analyse the competitors on the retail shelf and define an aesthetic angle to different the company’s packaging from the others.
As the age old saying that beauty lies in the eye of the beholder, understanding the demographics and psychographics of the targeted customers is imperative. Only by thoroughly understanding the customers and being in their shoes, can we objectively uncover their taste, desires and style preferences to create designs that appeal and connect with them on the emotional level.
Promote and Brand
When one sees a product on a shelf, their eyes are naturally drawn to the brand before looking through other information on the label. This is because most of us are brand conscious and we believe that the brand says a lot about the product. Hence, when designing a packaging, promoting the brand values of the company are as important as its aesthetical design. For example, the packaging conveys the values of trustworthiness and quality, and that happens to connect with the inner beliefs of the customer, they will be very likely to try the product. This does not end here, if the customers are satisfied with that product after trying it, they are more likely to stick with that brand in their next purchase. In other words, conveying the brand values on the packaging increases the likelihood of the consumer purchasing more than one type of product from that brand. Additionally, if the customer was satisfied with the first product they tried from a certain brand, they are more likely to be satisfied with the second product they try from the same brand. When the brand values are communicated well and consistently, it will create immerse value for the company because now they have a customer for life.
Persuade and Purchase
Being aware of customer motivations, shelf placement and lifestyle depictions will also increase the likelihood of purchase.
According to an article about how stores influence customers spending by Thorin Klosowski, a product’s packaging has the ability to influence a customer’s purchase based on feelings. For example, “the colour red is a stimulating colour that makes customers want to take action.” When it comes to shelf placement, Paco Underhill, an environmental psychologist, stated that “People really tend to gravitate to the centre of displays. We seem to have this sort of homing instinct and there’s research that shows people are more likely to buy something that’s in the centre of a display.” Lastly, a company that depicts a better lifestyle influences customers to want that lifestyle. If the product is marketed to make the customer’s life better and/or more fashionable, the customer is more likely to be interested in purchasing the product.
Conclusively, effective packaging designs entice customers, promote the brand and persuade product purchases. By understanding the factors entailed within designing a product packaging, the product and brand will sell.
Related Article: Types Of Packaging Commonly Seen