8 Things You Didn’t Know About Package Design
1. Design with the package’s surroundings in mind.
While it is important to design the packaging to be aesthetically pleasing and eye-catching in and of itself, don’t forget to think of what will be nearby and arranged around it. Research the packaging of other similar products that are likely to be placed on the same shelves as the one you are designing the package for. By making your product pop out and attract the eye of the consumer better than the competition, the item already has a good advantage from the get-go.
2. You need a good, solid knowledge of legalities.
Depending on the product type, there are many requirements and protocols that might determine what you can and can’t include in the packaging, especially for food-related products and toys. Make sure you thoroughly research what is necessary and what is considered fraudulent before you accidentally create packaging that breaks the law.
3. Your design may compromise the physical integrity of the product.
Never underestimate how rough shipping might be on the product. Be sure the package serves a utilitarian as well as psychological purpose. Be sure the product is protected from breaking or other types of damage it may incur between production and reaching the consumer’s hands. Also, make sure the packaging itself is durable even if the product is not easily damaged. No one wants to buy a product that comes in crumpled or faded packaging.
4. Including instructions on your package could dramatically increase sales.
Many consumers purchase things because they flipped over the package and read simple, easy-to-understand instructions. Even if the product is easy to use, a small diagram illustrating operation or a few words describing methods of use could make a huge difference in your profit margin.
5. Being able to see the product is an influential factor for many consumers.
Even if you only include a photograph of what’s inside the package, studies show that it makes potential buyers more likely to select your product over that of your competitors. Including a see-through front in your design can also prove beneficial to sales. Carefully consider your best option for showcasing the product using package design.
6. Different packaging appeals to different genders and age groups.
Determine who your target audience and make sure your packaging design keeps them in mind. If you are marketing an aftershave lotion for men, designing pink packaging with polka-dots would not be your best idea.
7. You can continue researching the effectiveness of your package design even after it has already reached the shelves of the stores.
While it can be vital to your design process to test before releasing and gauge what consumers’ reactions will be to seeing your package on the shelf at their local store, it is important to continue monitoring. Some issue that was previously unknown may arise, or consumers may not take to your design like you thought they would. By keeping a close eye on the action, you can quickly correct any issues or redesign any insufficient elements before it has any significant negative effect on the public reception of your product.
8. The sustainability movement could inspire a design beneficial to both the environment and your profits.
More and more people are looking to buy products that are green, or come in recyclable or compostable packaging. This is great for the environment, but could also benefit you as you design your packaging. Oftentimes, packaging materials that are considered sustainable are less expensive or easier to manufacture. Many consumers are more likely to buy a product that is sustainable, increasing your overall sales.