Package design – is one of the main components of a successful brand. It not only communicates to the consumer the essence of the brand and its positioning, but also helps to build the right communication between the brand and the consumer. That is, with the help of visual symbols understandable to the consumer, the design reflects the wishes and expectations of the consumer regarding the product.
Package design carries the idea of the brand image, and is a means of expressing its qualities. The design speaks about the product as a whole. Thus, packaging, which was originally just a container for storing and transporting goods, turns into a marketing tool, the value of which can hardly be overestimated.
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In order for a brand to be successfully promoted on the market and its sales to constantly grow, you need to move twice as fast as your competitors! And, therefore, to create a package design so that the brand sells itself, even without advertising! So that not only to delight customers, but also to anticipate and meet their expectations. The consumer wants to see in the package everything at once – both convenience and attractiveness! By capturing and satisfying these wishes, the manufacturer gets that very – incorruptible and stable love of the buyer!
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The marketing benefits of packaging design
The packaging design should follow the principles of the so-called marketing benefits chain:
- packaging is not advertising. Packaging is practically the only means of communication that consumers perceive positively and loyally (unlike advertising), so, first of all, you should invest in good packaging, not in good advertising;
- reach of the consumer audience – packaging is addressed to all potential consumers, unlike media or outdoor advertising, which can be seen by not every consumer;
- The final decision on the purchase of a product by the consumer most often takes place in the store (according to the research of experts), and here attractive package design plays one of the main roles;
- creating a successful package is cheaper than running an advertising campaign for a mediocre package. Packaging design plays an extremely important role for brands that do not have large advertising budgets, as well as for impulse and neutral product categories.
Creating a package design
Creating a design for packaging is not just about creating a “beautiful illustration”, but a whole range of activities to research the market and target audience of the product, develop its positioning, naming, logo and directly design concept.
Wondering how to identify your target audience? Read here
What should be the design of the packaging to make it the main marketing tool for brand promotion?
1.Package design must be informative. It must speak about the product clearly and competently! During a short period of visual contact of the consumer with the packaging, it is necessary that it attracts attention, tells about the product and conveys the attitude of the brand to the consumer – simply and clearly. Having looked at the packaging, the consumer should immediately realize that this product is intended for him and will organically fit into his lifestyle!
2.Packaging design should be emotionally appealing, i.e., itshould primarily affect the emotions rather than the intellect. An emotionally appealing design is simple, not wordy and vivid in key details, which creates an attractive image of a quality and environmentally friendly product.
3.Packaging design should be in line with the fundamentals of the brandidentity, this will allow all brand products to be well recognized among competitors and hence the design will be more productive in fulfilling its objectives.
4.The packaging should be easy to remember and unambiguously identify itself with a certain brand (trademark or company), which plays an important role in the process of transition of a potential customer to the supporters of a particular company.
5.Itis extremely important to have a successful color scheme of the package, which gives the buyer the opportunity to easily identify the category of the product. Studies have shown that in almost 80% of cases the decision to buy a product depends on the color!
6.Packaging should have an original form that combines beauty and functionality. Most consumers pay attention to everything at once: compactness, durability, lightness and ease of transportation.
As you can see, when developing a package design, it is important to remember that packaging is the basis of a product’s image, an expression of its essence and promise to the consumer. That’s why a product with the “right” packaging is sure to sell itself!
And lastly, we would like to remind you that you can always order the development of proper packaging and a beautiful label in the branding agency “KOLORO”. We will consult, advise and help you. Get in touch!
