2018-11-02

7 Important Brand Packaging Tips You Shouldn't Ignore

brand packaging

Approximately 72 percent of consumers agree the design of a product's package can influence whether or not they make a purchase. The package you choose for your item is often the first interaction shoppers have with your product.

Does your packaging make a great first impression? If not, it may be time to make a change.

If you are ready to redesign your brand packaging (or even do it for the first time) the tips here can help. In fact, we'll even go as far as saying these tips are ones you shouldn't ignore.

1. Make the Packaging Usable

Nothing is more appealing than making the product package usable - beyond just holding the item in question. The packaging you use for your product will be more memorable if it's useful for your customer even after they have used the product.

An example of this is the Gems chocolate package. The design is a ball that's filled with Gems and it's the ultimate package for children. After they consume the chocolate, they have a ball to play with.

Not only do children like this type of design, but adults do, too. After all, getting double benefits is always a plus. When you make a package usable, you can attract more customers by showing them the dual benefit.

2. Stand Out

It's important to make your package a customer's "beacon" to this particular category of products. Just covering half of a shelf with it and yelling louder than others won't do it. You have to be innovative and unique.

You need to create a focal point on the package that will attract a shopper's eye and that communicates what you have to offer. One way to do this effectively is with cusps. These are pointy, sharp shapes that trigger feelings of caution, danger or fear. Curves, on the other hand, promote comfort and softness.

However, these are just a few examples. Find something that helps your product stand while portraying the message you want for your brand.

3. Use Product Friendly Packaging

Each package is designed for a specific product. This means you need to design it in a way that shows how it relates to the item.

If the complementary relationship the packaging has with the product isn't clear, it may actually hamper sales.

A perfect example of this is the glass ketchup bottle. These create huge issues. When Heinz first introduced the upside-down, compressible package for ketchup, it was a real game changer. Sales skyrocketed.

The takeaway here? Create packaging that is product friendly and that enhances or complements the product inside.

4. Keep Things Simple

Believe it or not, a simple design is far more effective. In a visually agitated, busy market, it's rare to experience moments of auditory or visual calm. In fact, it's so unusual that when it happens, many people gravitate to it.

This is exactly what happened with Europe's version of Mr. Clean (called Mr. Muscle) was unseated by Buster, a drain cleaning company that opted to keep things simple. They create a small package, free from power graphics that are common in the cleaning isles.
The company also realized most customers who are facing clogged drains just want the job done. The clean, simple and calm package resulted in sales going up significantly. Now the company is moving into new countries thanks to it's packaging success.

5. Choose Stand-Out Colors

The colors you choose for your packages are extremely important. This means you need to choose carefully. Be sure the colors are vibrant enough to attract customers to it, but that they are also easy on the eyes.

When someone enters a store, your packaging should be easy to recognize from the competition. Also, your label needs to be easy to read so customers will know your products name and the brand with a single look.

6. Transparency is Key

When it comes to your package, transparency is essential. If your package is able to clearly showcase what's inside, you may win the hearts of quite a few customers.

There is a myriad of packages on the market that just have a picture of the product inside on it.

Rather than just showcasing a picture of the potato chips inside, leave some transparent space to let buyers actually see what they are buying. Rather than writing the shade or a code for lipstick, keep the top transparent. When your product can be seen, more people will be willing to buy it.

7. Keep Safety Top-of-Mind

When you begin thinking of ideas to help make your product attractive to your customers, don't forget to keep things safe. For example, anything edible needs an air-tight package. This means you can't put the item directly into a loose box just to "stand out" and be different from your competition.

While being innovative is great, keep in mind, your package doesn't need to affect your product's shelf life in a negative way. Making sure your product is safe to use is the ultimate purpose of your packaging - everything else is secondary.

After all, no one's going to purchase an amazing looking package if the item inside is unsafe or unusable.

Brand Packaging: Is it Time to Make a Change?

If you have noticed the brand packaging you use for your product just doesn't cut it, then consider an update. The tips here will help you get started and ensure you have a package that works toward more sales.

If you need help with the design of your package, feel free to reach out to our team. In addition to helping you design a package that helps sell your product, you can learn about some of the latest design trends to implement today.