Creating a powerful packaging design that is both functional and elegant requires careful thought to different elements, though there’s simply no magic formula. Still, it is possible to come up with a recipe to successfully create packaging that can grab consumer attention and communicate what a product is and the reason they should buy it. Here are six crucial elements that no packaging should be left without.
- Calling Attention to Itself
A successfully designed packaging should be able to stand alone and apart from other packaging on a shelf. While it doesn’t have to be the most attention-grabbing one on the shelf, it must be able to communicate the essence of the product’s distinct selling proposition in a clear and direct way. Things such as the shape and color of the packaging can influence how loud a package will shout off the shelf. The packaging, plastic if desired, should be different, and even if understated, easily stand out with the right plastic packaging company to make the job easier.
- Clear Purpose
When it comes to enticing customers to purchase a product, it’s vital that when they look at the packaging, that the brand’s real beliefs and values are shared. People are less inclined to buy a product if they can’t tell from the packaging the brand’s clear purpose, which needs to go beyond price to show that they are good, responsible corporate citizens. For example, a particular brand, let’s say “Spring Agua,” pledges to provide free drinking water for a child in Africa for life, with the purchase of one 12-pack of their water. This would indicate that the brand cares about humanitarian issues and consumers will likely respond favorably to that purpose.
- Emotional Trigger
Brand packaging designs should be able to provoke emotions. There is an association between emotions and memories, and brand packaging designs that stir emotions tend to be memorable for consumers. With the right visuals and messaging on packaging, it can trigger the connection to taste and evoke memories of food stemming back to childhood, for example. Emotions vary and different brands appeal to consumers’ sense of love, nostalgia and joy, among other feelings.
- Brand Recognition
It’s essential that packaging serve to identify and differentiate the brand from others. Brand elements or trademark devices such as brand names, logos, symbols, characters and slogans help to convey the core spirit of the brand to the consumers. These are identifiable elements on packaging that allows for brand recognition.
- Clean Labeling
Packaging should have “clean labeling” that offer clear, concise information about the brand and product, that includes all the benefits provided. From the benefits the enclosed product provides to the benefits of the packaging itself, it should be clearly stated. If the enclosed product is sugar-free or organic, or if the packaging material is biodegradable or recyclable, those unique product attributes should be outlined.
- Appeal to Target Audience
Designing for the target audience is important for brands, and so, it’s vital to learn to whom, exactly, their packaging design appeal. Consumer-based research is instrumental in aligning packaging with the a target audience. The right packaging serves as a final “sales pitch” for a product to consumers and compels them to buy it over other products.
It is possible to create packaging that is both functional and elegant. There is no set formula to achieve this, but there are crucial elements no packaging should be left without in order have a powerful impact. The six elements identified here can do just that.
