No matter how great a product is, customers are most likely to pass the it up without a second glance if the packaging is poorly designed.. To avoid package design failure, here is a step-by-step guide to all the decisions your company will need to make in order to create a sucessful container packaging design.
Consider Your Audience
The first thing a company should ask themselves about when creating a design for their product packaging is how it affects the target customers. Remember that in all aspects of marketing, attracting your target customer is the most important step. Think about what the target audience’s wants and needs are, and how your product can help satisfy them.
Describe Your Product
Customers want to know what they’re buying before they buy it, and that’s exactly what the packaging should be designed to do. Using your knowledge of the target audience, describe your product in a way that shows the benefits of your product’s use. For example, a face cream company will want to talk about how their products can reduce the appearance of wrinkles. Choose your wording carefully, and pick words that fit the overall ‘feel’ of your product.
Pick Your Materials
There are many different types of packaging materials that can be use in a product’s packaging. Paper, plastic, and metals have been the most frequently used materials in container packaging. However, with the greater demand for more sustainable practices, companies making the switch to flexible packaging products. Flexible packaging solutions can be incorporated into a variety of different industrial packaging products, and nearly every industry can benefit from them.
Test Multiple Designs
If you design only one package and send it to the packaging company, don’t be surprised when your customers don’t react. Companies like to believe they have a good idea of how their customers will respond to certain stimuli, but in reality anything can happen. That’s why it’s critical to gauge a customer’s response before giving your design the green light. Create several designs and show them to focus groups, which can be as simple as a group of friends. This will help you get an idea of what customers will think.