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Packaging Design
Branding
Brand Elements
Brand Personality
Brand Values
ARTICLE #7
The art of packaging design: Making your product stand out
Packaging Design
Branding
Brand Elements
Brand Personality
Brand Values
Written by:
5 min read
Updated on: March 28, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Packaging design is very important to determine the success of your product. Before customers even open the box, the packaging design has already created a first impression of what you are about to sell. When looking for a product, consumers usually decide within seconds, meaning that your packaging must be captivating and informative.
Good packaging is not just about securing the product; it narrates your brand’s story, mirrors your principles, and develops a connection with your audience. Almost 72% of buyers say they are influenced by packaging design when making purchases. It shows the need to invest in unique and quality packages that stand out on shelves or online marketplaces. With proper strategies, your packaging can attract new customers and increase retention by building brand loyalty. So we can say that it is an essential part of your overall marketing strategy.
Packaging design is very important to determine the success of your product. Before customers even open the box, the packaging design has already created a first impression of what you are about to sell. When looking for a product, consumers usually decide within seconds, meaning that your packaging must be captivating and informative.
Good packaging is not just about securing the product; it narrates your brand’s story, mirrors your principles, and develops a connection with your audience. Almost 72% of buyers say they are influenced by packaging design when making purchases. It shows the need to invest in unique and quality packages that stand out on shelves or online marketplaces. With proper strategies, your packaging can attract new customers and increase retention by building brand loyalty. So we can say that it is an essential part of your overall marketing strategy.
Packaging design is very important to determine the success of your product. Before customers even open the box, the packaging design has already created a first impression of what you are about to sell. When looking for a product, consumers usually decide within seconds, meaning that your packaging must be captivating and informative.
Good packaging is not just about securing the product; it narrates your brand’s story, mirrors your principles, and develops a connection with your audience. Almost 72% of buyers say they are influenced by packaging design when making purchases. It shows the need to invest in unique and quality packages that stand out on shelves or online marketplaces. With proper strategies, your packaging can attract new customers and increase retention by building brand loyalty. So we can say that it is an essential part of your overall marketing strategy.
Understanding packaging design
Understanding packaging design
Understanding packaging design
Understanding package design is vital in making your product stand out in the crowded marketplace. It means developing an attractive but functional method for presenting your products that will influence consumer decisions. Good retail packaging does much more than just protect the product. It explains usage instructions and other important information, like product values.
A good packaging design makes your product memorable for consumers as it resonates with your target audience. It is also functional enough to enhance consumer satisfaction and increase brand loyalty.
Understanding package design is vital in making your product stand out in the crowded marketplace. It means developing an attractive but functional method for presenting your products that will influence consumer decisions. Good retail packaging does much more than just protect the product. It explains usage instructions and other important information, like product values.
A good packaging design makes your product memorable for consumers as it resonates with your target audience. It is also functional enough to enhance consumer satisfaction and increase brand loyalty.
Understanding package design is vital in making your product stand out in the crowded marketplace. It means developing an attractive but functional method for presenting your products that will influence consumer decisions. Good retail packaging does much more than just protect the product. It explains usage instructions and other important information, like product values.
A good packaging design makes your product memorable for consumers as it resonates with your target audience. It is also functional enough to enhance consumer satisfaction and increase brand loyalty.
Elements of effective packaging design
Visual appeal and functionality are major aspects of packaging design because they are directly linked to increased consumer engagement. Let’s examine how to properly use these factors to create a visually and functionally effective product packaging design.
Visual appeal
Your colour choices, graphics, and typography greatly impact your product’s perception. For example, colours have the ability to increase brand recognition by 80% and create an emotional connection with your customers, which can influence their purchase decisions. To create eye-catching packaging that aligns with your product branding, brands should select colours that resonate with their target audience while maintaining consistency in their overall brand identity.
It could be done through attention-grabbing techniques like using high-contrast colours, bold typography, and striking graphics. You can also use the imagery factor to explain the product’s purpose or use and enhance the overall understanding and product appeal. You must understand that the focus of product packaging should not only be to make it look appealing but also to clearly articulate the brand's message and values to ensure a strong market presence.
Functionality
Functionality in packaging design ensures both usability and protection of the product. The design should be structured to support the product and protect it from damage during transportation or storage, but it should still be functional enough to meet the consumers' needs. For example, easy-opening features in packaging, such as tear strips or resealable closures, increase consumer satisfaction and make your products more accessible.
Innovative solutions, like air cushioning for the safe transport of breakable items and biodegradable materials for eco-conscious consumers, help to not only protect the products but also allow you to resonate with consumer values.
Product branding
Apart from explaining to the customers about the product, the product branding should also communicate the brand's values and message. Effective packaging design helps build an emotional connection between the customer and the product, which can also increase brand loyalty. A good packaging design represents the brand’s beliefs and values, and customers are likely to buy from brands that match their values.
For example, if a brand seriously believes in being eco-friendly, it should be able to prove this by using recycled material or clean designs. In simple words, we can conclude that a brand's belief in and customer expectations can be portrayed through its packaging.
Visual appeal and functionality are major aspects of packaging design because they are directly linked to increased consumer engagement. Let’s examine how to properly use these factors to create a visually and functionally effective product packaging design.
Visual appeal
Your colour choices, graphics, and typography greatly impact your product’s perception. For example, colours have the ability to increase brand recognition by 80% and create an emotional connection with your customers, which can influence their purchase decisions. To create eye-catching packaging that aligns with your product branding, brands should select colours that resonate with their target audience while maintaining consistency in their overall brand identity.
It could be done through attention-grabbing techniques like using high-contrast colours, bold typography, and striking graphics. You can also use the imagery factor to explain the product’s purpose or use and enhance the overall understanding and product appeal. You must understand that the focus of product packaging should not only be to make it look appealing but also to clearly articulate the brand's message and values to ensure a strong market presence.
Functionality
Functionality in packaging design ensures both usability and protection of the product. The design should be structured to support the product and protect it from damage during transportation or storage, but it should still be functional enough to meet the consumers' needs. For example, easy-opening features in packaging, such as tear strips or resealable closures, increase consumer satisfaction and make your products more accessible.
Innovative solutions, like air cushioning for the safe transport of breakable items and biodegradable materials for eco-conscious consumers, help to not only protect the products but also allow you to resonate with consumer values.
Product branding
Apart from explaining to the customers about the product, the product branding should also communicate the brand's values and message. Effective packaging design helps build an emotional connection between the customer and the product, which can also increase brand loyalty. A good packaging design represents the brand’s beliefs and values, and customers are likely to buy from brands that match their values.
For example, if a brand seriously believes in being eco-friendly, it should be able to prove this by using recycled material or clean designs. In simple words, we can conclude that a brand's belief in and customer expectations can be portrayed through its packaging.
Visual appeal and functionality are major aspects of packaging design because they are directly linked to increased consumer engagement. Let’s examine how to properly use these factors to create a visually and functionally effective product packaging design.
Visual appeal
Your colour choices, graphics, and typography greatly impact your product’s perception. For example, colours have the ability to increase brand recognition by 80% and create an emotional connection with your customers, which can influence their purchase decisions. To create eye-catching packaging that aligns with your product branding, brands should select colours that resonate with their target audience while maintaining consistency in their overall brand identity.
It could be done through attention-grabbing techniques like using high-contrast colours, bold typography, and striking graphics. You can also use the imagery factor to explain the product’s purpose or use and enhance the overall understanding and product appeal. You must understand that the focus of product packaging should not only be to make it look appealing but also to clearly articulate the brand's message and values to ensure a strong market presence.
Functionality
Functionality in packaging design ensures both usability and protection of the product. The design should be structured to support the product and protect it from damage during transportation or storage, but it should still be functional enough to meet the consumers' needs. For example, easy-opening features in packaging, such as tear strips or resealable closures, increase consumer satisfaction and make your products more accessible.
Innovative solutions, like air cushioning for the safe transport of breakable items and biodegradable materials for eco-conscious consumers, help to not only protect the products but also allow you to resonate with consumer values.
Product branding
Apart from explaining to the customers about the product, the product branding should also communicate the brand's values and message. Effective packaging design helps build an emotional connection between the customer and the product, which can also increase brand loyalty. A good packaging design represents the brand’s beliefs and values, and customers are likely to buy from brands that match their values.
For example, if a brand seriously believes in being eco-friendly, it should be able to prove this by using recycled material or clean designs. In simple words, we can conclude that a brand's belief in and customer expectations can be portrayed through its packaging.
Importance of retail packaging strategies
Retail packaging strategies are crucial because your product needs to stand out on crowded shelves. Because consumers have to skim a lot of products, attractive packaging distinguishes a product from others. It captures the attention of the audience and communicates the quality and uniqueness of the product. 60% of consumers say they have made a decision to repurchase a product based solely on the packaging.
Captivating retail packaging not only increases sales but also engages customers at a personal level. Let’s take the example of Apple, which uses premium packaging to enhance the unboxing experience. Consumers may often get excited to share their experiences on social media, boosting brand visibility and engagement.
Retail packaging strategies are crucial because your product needs to stand out on crowded shelves. Because consumers have to skim a lot of products, attractive packaging distinguishes a product from others. It captures the attention of the audience and communicates the quality and uniqueness of the product. 60% of consumers say they have made a decision to repurchase a product based solely on the packaging.
Captivating retail packaging not only increases sales but also engages customers at a personal level. Let’s take the example of Apple, which uses premium packaging to enhance the unboxing experience. Consumers may often get excited to share their experiences on social media, boosting brand visibility and engagement.
Retail packaging strategies are crucial because your product needs to stand out on crowded shelves. Because consumers have to skim a lot of products, attractive packaging distinguishes a product from others. It captures the attention of the audience and communicates the quality and uniqueness of the product. 60% of consumers say they have made a decision to repurchase a product based solely on the packaging.
Captivating retail packaging not only increases sales but also engages customers at a personal level. Let’s take the example of Apple, which uses premium packaging to enhance the unboxing experience. Consumers may often get excited to share their experiences on social media, boosting brand visibility and engagement.
Sustainable packaging design
Consumer preference towards sustainable packaging is increasing at a dramatic rate. 72% of consumers prefer sustainability when purchasing something and 81% feel that companies have a strong obligation to help improve the environment. This consumer trend means that companies should change their packaging practices for better sustainability to increase consumer satisfaction.
Strategies to adopt sustainable packaging
Some key strategies for designing sustainable packaging include choosing recyclable or biodegradable material, which can reduce waste. For example, if your packaging is made from biodegradable material or plant-based plastic, it can help minimise environmental effects. Coca-Cola is adopting the use of 50% recycled material in its bottles as a commitment to sustainability.
Another way to achieve sustainable packaging is to reduce the size and weight of packaging, minimise the use of resources, and decrease transport emissions. Another solution that brands can use is reusable packaging. For example, a lot of beauty companies like Lush provide refills, hence encouraging customers to come back for refills instead of buying more new packaging every time. This helps to develop customer loyalty and promotes eco-friendly practices as well.
Consumer preference towards sustainable packaging is increasing at a dramatic rate. 72% of consumers prefer sustainability when purchasing something and 81% feel that companies have a strong obligation to help improve the environment. This consumer trend means that companies should change their packaging practices for better sustainability to increase consumer satisfaction.
Strategies to adopt sustainable packaging
Some key strategies for designing sustainable packaging include choosing recyclable or biodegradable material, which can reduce waste. For example, if your packaging is made from biodegradable material or plant-based plastic, it can help minimise environmental effects. Coca-Cola is adopting the use of 50% recycled material in its bottles as a commitment to sustainability.
Another way to achieve sustainable packaging is to reduce the size and weight of packaging, minimise the use of resources, and decrease transport emissions. Another solution that brands can use is reusable packaging. For example, a lot of beauty companies like Lush provide refills, hence encouraging customers to come back for refills instead of buying more new packaging every time. This helps to develop customer loyalty and promotes eco-friendly practices as well.
Consumer preference towards sustainable packaging is increasing at a dramatic rate. 72% of consumers prefer sustainability when purchasing something and 81% feel that companies have a strong obligation to help improve the environment. This consumer trend means that companies should change their packaging practices for better sustainability to increase consumer satisfaction.
Strategies to adopt sustainable packaging
Some key strategies for designing sustainable packaging include choosing recyclable or biodegradable material, which can reduce waste. For example, if your packaging is made from biodegradable material or plant-based plastic, it can help minimise environmental effects. Coca-Cola is adopting the use of 50% recycled material in its bottles as a commitment to sustainability.
Another way to achieve sustainable packaging is to reduce the size and weight of packaging, minimise the use of resources, and decrease transport emissions. Another solution that brands can use is reusable packaging. For example, a lot of beauty companies like Lush provide refills, hence encouraging customers to come back for refills instead of buying more new packaging every time. This helps to develop customer loyalty and promotes eco-friendly practices as well.
Using storytelling in your packaging
Packaging is much more than just a box or container. It is an effective way of reaching out to customers. A brand can narrate its story and create deeper connections by using visuals and designs in its packaging. When customers identify with the values and objectives of a particular brand, they invariably end up purchasing its products.
To make the storytelling more effective, it’s important to choose the right visuals for your package. The images, colours, and fonts should reflect your brand’s identity. You can also use hand-drawn illustrations as they will communicate the realness or genuineness of your product. Through visuals, shoppers can understand the purpose and values of a brand within one look.
Apart from visuals, words also play a significant role in packaging. Telling your brand’s history and mission or even having short taglines can resonate with customers. For example, a coffee company that describes how it gathers beans from ethical sources leads to trustworthiness and transparency among consumers.
Packaging can be an important marketing strategy that allows brands to narrate their stories, connect with clients, and build loyalty. Brands need to create outstanding packaging through visuals or texts and ensure sustainability.
Packaging is much more than just a box or container. It is an effective way of reaching out to customers. A brand can narrate its story and create deeper connections by using visuals and designs in its packaging. When customers identify with the values and objectives of a particular brand, they invariably end up purchasing its products.
To make the storytelling more effective, it’s important to choose the right visuals for your package. The images, colours, and fonts should reflect your brand’s identity. You can also use hand-drawn illustrations as they will communicate the realness or genuineness of your product. Through visuals, shoppers can understand the purpose and values of a brand within one look.
Apart from visuals, words also play a significant role in packaging. Telling your brand’s history and mission or even having short taglines can resonate with customers. For example, a coffee company that describes how it gathers beans from ethical sources leads to trustworthiness and transparency among consumers.
Packaging can be an important marketing strategy that allows brands to narrate their stories, connect with clients, and build loyalty. Brands need to create outstanding packaging through visuals or texts and ensure sustainability.
Packaging is much more than just a box or container. It is an effective way of reaching out to customers. A brand can narrate its story and create deeper connections by using visuals and designs in its packaging. When customers identify with the values and objectives of a particular brand, they invariably end up purchasing its products.
To make the storytelling more effective, it’s important to choose the right visuals for your package. The images, colours, and fonts should reflect your brand’s identity. You can also use hand-drawn illustrations as they will communicate the realness or genuineness of your product. Through visuals, shoppers can understand the purpose and values of a brand within one look.
Apart from visuals, words also play a significant role in packaging. Telling your brand’s history and mission or even having short taglines can resonate with customers. For example, a coffee company that describes how it gathers beans from ethical sources leads to trustworthiness and transparency among consumers.
Packaging can be an important marketing strategy that allows brands to narrate their stories, connect with clients, and build loyalty. Brands need to create outstanding packaging through visuals or texts and ensure sustainability.
The impact of innovative packaging
In a competitive market, innovative packaging has emerged as a strong technique for establishing a unique identity among brands. Many companies have adopted unusual packing strategies. Apart from protecting and retaining the product, the unusual packaging designs also redesign the user experience and create awareness about the brand.
For example, Puma developed eco-friendly packaging made from reprocessed materials. This design transforms a shoebox into an effective product display. We can understand Puma’s commitment to sustainable development here, and at the same time, we can sense the creation of an interactive approach to increasing customer engagement.
In a competitive market, innovative packaging has emerged as a strong technique for establishing a unique identity among brands. Many companies have adopted unusual packing strategies. Apart from protecting and retaining the product, the unusual packaging designs also redesign the user experience and create awareness about the brand.
For example, Puma developed eco-friendly packaging made from reprocessed materials. This design transforms a shoebox into an effective product display. We can understand Puma’s commitment to sustainable development here, and at the same time, we can sense the creation of an interactive approach to increasing customer engagement.
In a competitive market, innovative packaging has emerged as a strong technique for establishing a unique identity among brands. Many companies have adopted unusual packing strategies. Apart from protecting and retaining the product, the unusual packaging designs also redesign the user experience and create awareness about the brand.
For example, Puma developed eco-friendly packaging made from reprocessed materials. This design transforms a shoebox into an effective product display. We can understand Puma’s commitment to sustainable development here, and at the same time, we can sense the creation of an interactive approach to increasing customer engagement.
Frequently Asked Questions
How to package a product?
Test
What is the difference between packaging and labelling?
Test
What are the five steps of packaging design?
Test
Conclusion
In today's competitive market, packaging design means much more than aesthetics. Good packaging serves as a means of communication that reflects brand identity and values related to the product and also expresses important information about it, which improves consumer experience. As brands are looking for ways to create a better connection with their audience, the role of innovative and sustainable packaging will become even more important. Brands that focus on thoughtfully launching creative packaging solutions will be the businesses that qualify for long-lasting success in a constantly evolving marketplace.
Frequently Asked Questions
How to package a product?
Test
What is the difference between packaging and labelling?
Test
What are the five steps of packaging design?
Test
Conclusion
In today's competitive market, packaging design means much more than aesthetics. Good packaging serves as a means of communication that reflects brand identity and values related to the product and also expresses important information about it, which improves consumer experience. As brands are looking for ways to create a better connection with their audience, the role of innovative and sustainable packaging will become even more important. Brands that focus on thoughtfully launching creative packaging solutions will be the businesses that qualify for long-lasting success in a constantly evolving marketplace.
Frequently Asked Questions
How to package a product?
Test
What is the difference between packaging and labelling?
Test
What are the five steps of packaging design?
Test
Conclusion
In today's competitive market, packaging design means much more than aesthetics. Good packaging serves as a means of communication that reflects brand identity and values related to the product and also expresses important information about it, which improves consumer experience. As brands are looking for ways to create a better connection with their audience, the role of innovative and sustainable packaging will become even more important. Brands that focus on thoughtfully launching creative packaging solutions will be the businesses that qualify for long-lasting success in a constantly evolving marketplace.
ARTICLE #7
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Work with us
Click to copy
work@for.co
FOR® Industries
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
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Click to copy
Kyiv, UA
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Click to copy
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Copyright © 2024 FOR®