Many people underestimate the importance of package design when they are trying to grow their brand or promote their company. The packaging is much more than a simple box that a product is shipped in. The packaging of a product is the main introduction to the customer. “The look and feel of product packaging can leave a lasting impression that influences a customer’s opinion of the overall product,” adds Orange County graphic design firm guru Reza.
It takes time to develop the perfect product packaging. There are many details that must be considered when choosing which elements to include in the packaging and which ones to leave out. It’s understandable that some brand owners or company managers might want to rush through this process. After all, aren’t product design and user experience the really important concepts? Sure, they are critical to the success of a brand but the importance of packaging should not be overlooked. Taking the time to develop a personalized look for package design can have a huge impact on the success of a product.
1. The Importance of Package Design
If you’re wondering why this element of product marketing is so important, it’s helpful to think about the purpose of packaging. Of course, the package houses and protects the product while it’s being shipped and while it’s being displayed on store shelves. It also helps to introduce potential customers to the product and it can actually sell the product as well. The package can also help the end-user understand the purpose of the product and the best way to make use of it.
2. Elements of Package Design
It’s possible to just stick a product in a cardboard box and ship it but that won’t impress or convince any customers that they need it. The shape and color of a package are just as important as the material of which it is made. Keep these elements in mind when brainstorming package design ideas:
− Material −
Have you ever wondered why organic or sustainable products are often packaged in rugged, recyclable cardboard while tech products can be found in sleek plastic or metal packaging? It’s because the manufacturer is trying to make an impression on a certain type of consumer. The rough look of recycled packaging suggests individuality and usefulness while sleek black or silver packaging hints at uniformity and utilitarian designs.
Consider how you want your product to be portrayed and how customers can make the best use of your product. The package that your product comes in is the first thing that customers will consider. Make sure that the material that your package is made of is sending the right message.
− Design −
Just as material can speak volumes about a product, the design of a package is very important to the product’s appearance. The shape and contours of a package will influence how the product is perceived. Carefully consider how the design of a package can make your product appear reliable, inexpensive or customizable.
− Color −
Some of the most recognizable brands in the world have used color to create a permanent association between emotion and their brand. Think about other products in your industry and consider the ways that they use color to express their brand’s message. Think about ways that you can stand out while still communicating the right message about your product.
− Individuality −
What makes your brand different? Use the packaging of your product to tell the story of your brand. Customers want to know that the product that they are buying and using has a unique history that separates it from other products. If your packaging can get customers to relate to your product on an individual level, you’re going in the right direction.
− Technical Details −
It’s fun and exciting to talk about brand messages and emotional response but there’s another important side of product packaging. Do you have a reliable supplier? Have you made a test production run of your packaging? Did it come out consistently the way you wanted it to?
All of these questions are critically important. “This is why it’s a good idea to have multiple packaging design ideas. If your favorite design looks great but is too expensive to produce, consider switching designs,” adds Orange County Graphic Design firm team guru Lisa.
3. How to Get the Most Out of Package Design
There’s no quick and easy way to find the perfect package design. It takes, time effort and resources to make this process happen. Don’t let that fact intimidate you, though. This is the future of your brand and you’re taking it directly into your hands.
Meet with our professionals at Urban Geko, an Orange County Graphic Design studio that understand the design process. Don’t be afraid to ask for help or advice if you find yourself out of ideas. Taking the time to carefully design a package for your product could make a huge difference in the success of your brand.