Mastering the Art of Packaging Design
Packaging design, as the first point of contact between customer and product, is bound up tightly with your intended message. You want the feel, graphics and product quality to create distinction on the shelves, boost sales and enhance brand recognition.
Read on to discover the essential elements of effective packaging design that every business should consider.
Sealed box labels, adding a brand identity to sustainable packaging. Packaging for Rowcliffe, a local business in Kent.
Purpose
The primary consideration of packaging is the product's purpose, straddling visual appeal and practical purpose. The packaging should protect against damage or contamination during shipping and storage, while also being convenient for customers to store. If you’re shipping a liquid, for instance, the packaging should be spill-proof, easy to pour, and resealable. On the opposite front, a fragile item requires sturdy packaging with adequate padding.
Brand Identity
Your packaging design should be consistent with your brand identity, incorporating logo, colour palette, and aesthetic. The packaging should also convey the brand's message and values. This helps customers identify your company instantly: think of Coca-Cola's iconic red and white design, and how that has stood the test of time.
Target Audience
You need to understand the target audience's preferences to come up with stellar product packaging. The design should be relevant to the target audience and communicate the product's benefits: for example, if you have a product targeted towards children, the packaging should be colourful and playful with engaging graphics.
If you’re pitching a product aimed at health-conscious adults, the packaging should highlight the product's health benefits and feature a clean, minimalist design.
Durable and waterproof labels, perfect for branding all types of liquid. Packaging designed & printed for local Kent business Musket Brewery.
Functionality
Packaging design should be functional and easy to use, enabling customers to access the product. Cereal boxes, for example, have a pour spout and a resealable flap to keep the cereal fresh, similar to snack bags which have a tearable notch for easy opening. The packaging design should also be user-friendly, with clear and concise instructions on how to use the product.
Differentiation
Clever packaging design should differentiate the product from its competitors, making it stand out on the shelves. The graphic need to be eye-catching enough to grab customers' attention, much like the Innocent Smoothies’ quirky and playful designs.
Material
The choice of packaging material is crucial, factoring in durability, sustainability, and value for money. It needs to be easy to recycle or dispose of, and should be chosen based on the target audience's preferences. For instance, if the product is aimed at eco-conscious customers, the packaging should be made from environmentally friendly materials such as recycled paper or bioplastics.
typography
Typography, more than anything, should be legible and mindful of the target audience's age group. If your product is aimed at elderly customers, the font size should be larger and easier to read while reflecting the brand's aesthetic.
COLOUR
If your product is a luxury item, the packaging should feature a sophisticated colour scheme such as gold or silver, speaking to the audience’s desires and dreams.
Graphics
Your graphics should be relevant to the product and convey the intended message: if the product is a food item, the packaging should feature mouth-watering images of the product.
Hierarchy
Remember to incorporate a clear hierarchy of information, ensuring that your most important points are prominently displayed on the packaging. This includes the product name, brand name, and key benefits, which will speak to all products in the brand's portfolio.
Looking for branded packaging?
Effective packaging design is instrumental in your product’s success. It should be functional, visually appealing and expressive of your intended message. If you break down the key elements, as we have done in this blog, there’s no reason why you cannot create packaging that stands out on the shelves, boosts sales, and enhances your visibility.
When it comes to packaging printing, choose Absolute Creative Print. We are a creative bunch, here to help both individuals and businesses with their design, print and display requirements, from the smallest digital print job to a fully-managed creative project. Get in touch today if you are interested in a sustainable local business!
