Design is a tool that can be used to attract consumers’ attention to products and increase sales. Package design helps to present the product in the most attractive light. A quality package design helps to understand what the product is intended for, how to use it and, most importantly, makes you want to buy it.
Creating a package design: the main issues
To create a selling packaging and label design, you need to answer 3 questions.
1. What product is it being designed for? When creating a label and packaging design, it is necessary to take into account the main characteristics of the product. For example, fragile items require dense packaging that can protect against mechanical damage.
2. Who is its target audience? Is it men, women, or does the product fall into the unisex category? It is also important to know what price segment the product is designed for. All these factors influence the choice of packaging design. For example, when developing a package design for a luxury product, it is necessary to use elements that bring to mind luxury: restrained colors, embossing, etc. Products can be oriented towards environmentally conscious people. In this case, natural materials should be used for the product packaging design.
3. Under what circumstances do people buy products? It is necessary to know where the product is purchased: supermarket, boutique, small or large retail. The design of packaging is perceived differently depending on where the consumer sees it. The consumer’s reaction to the packaging that he sees on the Internet and his reaction to the same thing on the store shelf may be different.
You can find out consumer preferences by ordering a marketing research. Contact KOLORO branding agency and get a quality analysis!
Packaging design has a significant impact on sales. About 60% of consumers pay attention to a product because of an attractive package design. Another 50% of consumers are ready to buy an unnecessary product for the sake of beautiful packaging.
The redesign of the packaging also helps to increase sales. The English brand Dorset Cereals was producing breakfast cereals and was not very popular. Its value was 4 million pounds. After the redesign of the packaging, the brand value increased to 45 million pounds. pounds.
Packaging that sells: what’s special about it
1. Tallinn Doors chocolate.Thepackaging design of this product tells a story. Each chocolate bar serves as a kind of door to the ancient Tallinn. This design is popular with both locals and tourists who want to find original souvenirs.
2. Essense milk brand. The brand’s designers went against the canons and did not make the packaging in light colors. It is the absence of such traditional elements as images of animals, jugs and ladles that makes this dairy brand stand out from the rest.
3. Little Dish, a brand of baby food.To increase sales, the brand changed the illustrations on the packaging, making them more colorful. As a result, Little Dish’s sales increased by 17% over the year.
4. La Sonrisa de Tares wine brand . The designers of the brand decided to attract the attention of consumers with an unusual design. The wine label features an abstract geometric illustration. Thanks to harmoniously selected colors it stands out against the background of competitors.
5. Neptuno Malbec wine. The bright collage on the label attracts attention at first sight. The designers used an unusual illustration that plays off the brand name. It depicts Neptune, the sea, a mermaid, and all this against the background of open space.Information about the brand, given in this way, attracts more attention than a simple text.
Packaging design: main trends
To create an attractive packaging design, you need to consider current trends. In 2017, these include the following.
1. Simplicity and clarity. In an ever-changing world, shoppers don’t always have time to scrutinize packaging. Therefore, one of the main trends has become maximum simplicity. This means a minimum of detail on the packaging and only important product information.
2. fonts. Unusual fonts can make a package stand out among other products. A specially designed font is akin to handwork, it evokes emotional attachment. Also the font is able to emphasize the features of products. For example, curved, flowing lines perfectly combine with water-based products: tonics, serums, lotions.
3. unusual colors. It is known that color is capable of evoking certain emotions and influences the decision to buy. Therefore, the choice of color is one of the most important stages of package and label design. Bright colors and associations have become a modern trend. Sometimes it is difficult for a consumer to remember the name of a product, but he or she remembers that the product was sold in a box of a certain color.
Different shades of the same color can be used when designing the packaging and label for the range.
4. use of patterns. Properly selected patterns can make the design of the package more colorful. As a pattern, you can use a motif that reflects the inner essence of the brand. For example, a pattern in the form of leaves will emphasize the naturalness of an eco-brand.
5. Illustrations. There is a story behind the design of every product. A story illustration is a great way to tell it to the consumer. Illustrations also help to tell the story of the product, to reveal it from unusual sides. Illustrations on the packaging help to create a certain brand image and give it integrity.
6. Postal Elements. It is becoming a popular trend to design packaging in the form of postal parcels. Most people associate postal parcels with faraway lands, travel and souvenirs.
For example, the Kokomo brand produces coffee. Its beans are harvested in different regions of the world. For each variety, a packaging design with individual postage stamps unique to each region is created. This gives the consumer the impression that the coffee was grown especially for him.
7. Viewing windows. Traditional packaging hides the contents of the box, and many customers don’t like that. They want to know what the product looks like inside. That’s why packaging design with viewing windows is popular. This way the customer can see the contents of the package and be sure of the quality of the product.
8. Vintage. Vintage style design has remained popular for many years. It brings older consumers back to the times of their youth. Young people, on the other hand, get the opportunity to touch another era.
9. Naturalness. One of the main trends of the 21st century is the fashion for a healthy lifestyle. People choose products that do not contain harmful additives and preservatives. This is reflected in the design of packaging. You can emphasize the naturalness of the product by using restrained, natural colors for packaging.
10. Portability. The pace of life of modern people has accelerated. They spend most of their time at work or various training courses rather than at home. Therefore, there is a growing need for small format packs so that products can be carried with them at all times.
In order to develop a selling packaging design, you need to take into account the individual characteristics of the products themselves. In our blog you can read about designing candy and alcohol packaging.
Packaging design can make a product special and unique! You can find out the price of packaging design development from KOLORO agency managers (contact window in the lower right corner).
How to design a label: basic rules
Designers call packaging and labeling the face of the brand. Thanks to them you can show the inner essence of the product, reveal its main characteristics. To develop a quality label design, it is necessary to take into account such rules.
1. Harmonious composition. Many elements should be placed on the label:
- mandatory information (expiration dates, barcode, production address, etc.);
- logo;
- additional information about the brand.
All of these elements should harmonize with each other and blend into the label space.
2. Free space. Gone are the days when it was necessary to fill every millimeter of a label. A sense of space and airiness is the new trend in label design. There needs to be a balance of filled and free areas. An overabundance of information is irritating to shoppers.
3. hierarchy of information. It is psychologically conditioned that a person perceives information in a certain order. This also applies to the choice of goods. Also people want to get the necessary information as quickly as possible. Therefore, the information on the package should be placed in such a way that the buyer can read it in a few seconds. These factors need to be taken into account when designing the packaging. For the consumer, the most convenient arrangement of information looks like this:
- an attention-getting element;
- brand name;
- product name;
- product information.
Create packaging design: new horizons
It is a well-known fact that when creating a package design, it is necessary to focus on the target audience of the product. At the same time, the opinion of some consumers has not been taken into account for many years.
When designing products for children, many manufacturers focus solely on the tastes of parents. Manufacturers are afraid to address the child directly. At the same time, children can take an active part in the choice of goods. In addition, such products will be used by the child, which means that the design should be pleasant to him. When developing packaging design for children, you can apply such tactics.
- The use of simple plots. Children, especially kindergarten and primary school age children, find it difficult to keep multi-level stories in their heads. Therefore, the design of the package should reveal one specific aspect. For example, on an ice cream package, you could draw a picture of the process of eating ice cream.
- Elements of the game. It is very important for children to interact with the world. An example is the packaging of water from the brand “Y Water”. The name plays on the question Y? The pronunciation of the letter Y is similar to the pronunciation of the word “why”. Why choose this particular product? Because kids want to have fun, and the packaging should help them do that. Once the water is drunk, the bottle can be used as a construction element. Bottles can be connected to each other and thus build the desired structure. Sparkling water brand “Y Water” is designed for children, so there is no advertising information on the packaging. Only the logo in the form of the letter Y. Information about the brand is placed on the attached label, which can be read by parents.
- Character Guides. Different characters can be used to capture the child’s attention and interest. They are easy to remember and create a sense of attachment. A character can be a companion who explains how to use a product correctly.
Selling packaging design: conclusions
- Packaging should be noticeable. It can stand out with an unusual shape, bright colors or images. Many consumers come to the store for products of a certain, already familiar brand. Unusual design can make them interested in a new product and consider it.
- When designing a product’s packaging, you can’t forget about functionality.
- The design of the packaging should evoke positive emotions.
You can order packaging design in the branding agencyKOLORO. Take a step towards success with us!
