Great Package Design is More than Meets the Eye


Have you ever walked into a grocery store and been completely bombarded by hundreds of cereal box options? Us too. Many times, it’s the packaging design that catches our eye and helps make the final decision.

Over the past few years, packaging design has become incredibly important for companies as they realize that good design translates to increased sales. Think about it; when you are at a grocery store, picking up a pack of delicious Jerky, don’t you find yourself drawn to some packaging designs over others? That’s no mistake.

In most cases, packaging is a consumer’s first point of contact with the product.  A creative, eye-catching package design may entice someone to try a product line they’ve never heard of, just because it stands out among others. Especially when it comes to new product launches, package design is one of the most important elements for a successful market entry. No matter how good the product itself is, poor packaging can drastically affect sales. Here are some important questions that should be addressed for a successful custom packaging design

1. How should the packaging represent the brand?

All successful brands think about brand identity and the way they want their message to be conveyed to the target market. Brands communicate by use of color, fonts and textures. The aim here is to project a brand’s story, where every detail on the packaging is part of the consumer’s experience.

2. What is the desired price point for this product?

Research has shown that we make assumptions on a product’s price before we even see the actual price tag. Sometimes a package design is so over designed and sophisticated in appearance, that the consumer will think it is too expensive. On the other hand, if the design seems too generic and unappealing, the audience will think it is low quality. Therefore, it is important that the design is communicating the right price direction for the customer.

3. What types of materials should you use?

How durable does your package have to be? How long does it stay intact before a consumer uses it? How will the consumer handle the packaging? Does it need to be waterproof? Does is have to be shipped? Is it organic or sustainably sourced? These are only a few of the many questions that should be addressed when deciding which material would best fit your product.

4. How well do you know your audience?

Knowing your target audience plays a vital role when designing packaging. Your intended consumer needs to relate to the product. Factors such as their socioeconomic situation, gender, race, and personality traits within this defined group, play a key role when establishing a suitable design for your product. Studying your target group of customers is one of the most critical aspects of any product launch or redesign – if you know exactly who you’re talking to, it is easier to communicate your message effectively.

Regardless of whether you’re getting ready to launch a new food, beverage or a line of medical devices it pays to bring in a team that specializes in not just graphic design or retail marketing, but custom packaging design. The best packaging design is a combination of branding, messaging and design in a way that speaks to your target audience.

If you’re looking for help with packaging design, get in touch, we’d be happy to help.