Despite the old saying, people really do judge books by their covers. No matter how good a product is, its quality will go unnoticed if buyers aren't willing to try it, and an enticing presentation is the key to capturing the attention of your target buyers.
In fact, research shows that most people form first impressions within milliseconds before they’re even consciously able to think about what they're doing. Because of this, an object's packaging design is vital to making an impactful first impression on the consumer. Goods that aren't packaged in a way that will appeal to their target audience and entice them to take a closer look will likely stay on the shelf.
While many business owners are focused on making their product as good as it can be, the significance of strong product packaging is sometimes overlooked completely. They're then disappointed with lackluster sales and an ambivalent market. Fortunately, it's not hard to crack the code of successful retail packaging design; you just have to be willing to put in the effort to research your market and put what you've learned into practice.
Product Packaging is About the Buyer
Branding is one essential part of successful packaging. Establishing a solid brand identity that tells an authentic story will make your product instantly recognizable and distinct from its competitors. Incorporating the visual aesthetic and ethos of your brand into an engaging design will create an unforgettable experience for the buyer. However, the brand message is only one element of successful packaging.
At the end of the day, marketing your product is about satisfying consumer expectations and fulfilling their desires. In other words, it doesn't matter how attractive you find the packaging; if it's not moving product, it's not doing its job. An effective retail packaging design will capture a buyer's expectations, present a solution to a challenge he or she faces, and deliver on your brand's message.
The key is to match the packaging conventions of other similar products while adding a unique twist to help you stand out from the competition. If your product looks too similar to the others on the shelf, it won't stand out; if it looks too unique, buyers won't know what it is and may ignore it completely.
Trust a Professional for Retail Packaging Design Done Right
Many factors go into creating a compelling retail packaging design. To be successful, you will need to research the market and learn from your competitors, as well as research the needs and expectations of buyers in your niche. Some of the basic elements that make up strong design include:
- The size and shape of containers.
- Color schemes commonly used for similar products.
- Imagery used on the label.
- Types of materials used.
- Product names and logos.
If you don't know what your target buyer expects from the above, in addition to having a strong understanding of what they are seeking from your product, you won't be able to deliver packaging that successfully communicates the value of your product and the authentic brand behind it.
This is where a design expert who specializes in packaging can be essential. The time spent researching market trends and consumer data, and translating it into a design that resonates with your audience, is time wasted for a business owner. You can easily exhaust yourself trying to understand the competitive landscape when your attention would be better spent on other things, like growing your product line.
Instead, find an experienced branding agency with a proven track record in marketing the type of product you're selling. They know the market intimately and will have the experience necessary to provide invaluable advice for your branding strategies and design direction.
Curious what I'm talking about? Click below to see some examples of how we've helped our clients deliver an authentic branded experience to their consumers with custom retail packaging design.