You should not undermine the importance of understanding the major role that product packaging plays. This is especially necessary for brands that sell consumer packaged goods or CPG. A product’s packaging importance goes beyond its practical purpose—protection during transport to store shelves, and finally to the consumer. Good packaging must also help in easy identification of the product, maintain its freshness and reduce spoilage or damage.
However, when it comes to a product’s packaging, its design plays a huge part too. A product’s package design is one of the most valuable assets for the CPGs marketing team—it’s even a crucial element of the marketing strategy. Packaging designs play an important role in getting attention, making connections, and meeting the needs of consumers.
Thus, you should ensure that the packaging fulfills all the key elements of design. This is because it affects the consumers buying decisions and can mean the difference between the success or failure of your product. Hence, it’s always wise, and even essential, to curate a well-thought product packaging design.
Besides, buyers want to make a rational decision when purchasing by using their sense of practicality and logic. However, this isn’t necessarily true as a lot of subconscious work goes into the consumer’s mind when picking a product. An effective and smart design is something that caters to the consumers’ needs by appealing to their emotions, preferences, and culture.
Consequently, plucking people’s emotions is more effective than just plainly presenting the use and benefits of your products. A good packaging design that provokes emotions will not only stand out but will also become memorable. It efficiently and effectively communicates your product’s purpose, benefits, while also establishing consumers’ trust and loyalty.
So, to maximize this marketing asset, here are five elements that you should feature on your product packaging.
You can use your product’s packaging to build brand awareness without necessarily detracting from the overall design. A product’s packaging is usually a consumer’s initial interaction with your brand. This is why all your product’s package should be a clear representation of your organization, making it easy for consumers to tell you apart.
Brand consistency should extend even up to your product’s packaging. You should always include all your brand’s elements from its logo, colors, fonts, etc, to clearly distinguish you from other brands. Your brand and the purpose of the product should be printed clearly on the package design.
The design of your product’s packaging should also offer more than one option. The design should be versatile in case you have multiple product offering variations or are planning to add more options in the future—like flavors, sizes, colors, and so forth. You should use similar design concepts that are flexible enough to accommodate modification for new variations of your product, yet still easily recognizable or familiar.
This element is all about what the product does. Your design should help the consumer believe why the claimed functional benefit of the product is credible. The labeling in your design should offer a piece of clear yet concise information about your brand and the product.
Although it depends on what your product is, information such as the product description, nutrition information or instructions of use, barcode technology, association marks, manufacture and expiration dates, and others are some of the basics. Likewise, if your product’s packaging is recyclable or biodegradable you should indicate it too.
The most important thing is to remember what your product is all about then clearly present it to consumers by providing easy-to-read texts, simple instructions, or graphics.
When it comes to designing marketing and advertising assets, a call-to-action should never be an afterthought. Call to actions are an essential element in every packaging design because it encourages the consumer to do something—from regularly buying your products and finding more information about your brand or product line, to leaving feedback and participating in product surveys. This is also the best way to accurately get information from consumers thus it should always be included in your packaging design.
When designing a call-to-action, it should be compelling, benefit-oriented, and has a concise narration to encourage the consumer to do something. It should be placed in the area where the consumer’s usual first glance happens. It should also be eye-catching and has a moderate size and shape without being overly distracting.
Size, weight, etc.
You should also consider putting information in your design such as the size, material, weight, content details, and others. These are practical information that consumers want to know. This helps the consumer estimate the portability of the product, or the practicality of it when compared to other product variations or brands.
Moreover, you should design the product in such a way that it communicates distinctly its unique selling proposition. Further, the product’s shape, colors, textures, and orientations should also be cohesive. Your design should not just stand out but it should be unique and clear.