Packaging protects your products. That's true - but it's not everything. With a product- and target group-specific packaging design, you can communicate with potential buyers , trigger emotions, arouse desires and positively influence the purchase decision at the point of sale (POS).
In addition to an attractive appearance, haptic effects, special finishes and transparent information about the product are among the success factors of a coherent packaging design.
But be careful: not every unusual and visually appealing packaging design is suitable for every product. If you make design mistakes here, this can quickly take revenge in the form of weak sales figures.
The following post will help you avoid design mistakes and show you the ways to create real hype around your products with a targeted packaging design.
Packaging design stands for the complete performance of the product presentation
Packaging design is not just about the graphic implementation of printing. Rather, the focus here is on design, for example in terms of shape, size or format, features, finishes and specific imprints.
In a broader sense, criteria such as handling and user-friendliness also play an important role in packaging design. It is always important that you create a clearly recognizable connection between the packaging design and the packaged product.
At best, the design should reflect the character of the product. Depending on the product, you can give your packaging an elegant, sporty, technical or trendy charm.
In addition, your target group should always feel emotionally addressed by the packaging performance. The haptics of your product packaging can also be used to promote sales. For example, finishing that your customers can feel with their hands or the use of cardboard boxes with a rough surface can create haptic effects.
Stand out from the competition with an individual packaging design
Even though the range of packaging materials is now very large, many manufacturers and retailers use the same packaging for certain types of products. Differences in this case are generated only by the different imprints.
However, since the product images are mostly similar, no unique selling propositions can be established in an attention-grabbing way.
In such cases, feel free to be bolder and make the differences of your product to the same types of products from other manufacturers clear by using a creative packaging form with individual packaging design.
A packaging shape that deviates from the standard and thus stands out from the crowd often acts as a booster for more attention. But more individuality is also possible in other areas.
For example, you can choose boxes with integrated tuck-in flaps or with adhesive strips. With viewing windows you can make your products tangible. Single- or double-wall corrugated board, on the other hand, offers a brilliant print image thanks to its smooth surface. Of course, you can also make the most of this to create an individual packaging design of the highest quality.
The success factors for a sales-promoting packaging design
Whether at home, at the customer's premises, at sales events, as part of product presentations or in retail displays - packaging design represents the first direct contact with a product.
It conveys different messages depending on the product. For example, the design can stand for sportiness, lifestyle or luxury, but also (additionally) for joie de vivre, a sense of adventure or sustainability. This intention is then also communicated to the outside world.
With the help of the design and the corresponding presentation, you can steer the communication from the outset in such a way that you make the product quality, the functionality or also the environmental friendliness as well as climate-friendly criteria the topic.
Through the exchange of potential customers with each other, it comes to a quasi viral effect. You should always take these design factors into account:
- Professional design or layout
- Packaging type and shape
- Material
- Packing functions
- Product information
- Product safety
- Convenience
- Sales promotion
- Cost effectiveness (cost of packaging).
The protection and safety factor represent the core competence of your packaging
You should never lose sight of the actual functional core of a packaging: First and foremost, it is always about pure product protection. The quality and functionality of a packaging represent the core competence of your packaging in terms of protection against external influences and safety during transport and storage.
The decisive factor is the material from which the packaging is made. For example, if you want to pack a comparatively large and heavy product, multiwall corrugated board is a good solution.
Additionally equipped with an automatic bottom, corrugated cardboard folding boxes ensure a very good protective function. Already in the case of packaging with double flute, the load capacity is up to 32 kg. Likewise
The protection of your goods is the focus. Of course, this does not exclude that the packaging has an appealing design! |
the secure hold of your product in the packaging should be guaranteed at all times.
If the packaged goods slip during transport, for example, this quickly devalues the overall product performance. It is enough if there is a rattling noise inside the packaging or a slipping sound.
Although this actually has nothing to do with product quality, it is often subconsciously perceived as a shortcoming or quality-reducing factor.
You can prevent this, for example, by integrating inlays - and this brings you two advantages at the same time: On the one hand, such inlays reliably prevent slipping even in the event of unintentional vibrations or high movement dynamics during transport. Secondly, inlays improve the first impression when opening a package. As a rule, inlays highlight the quality of products.
Align the shape of the packaging with the product and the target group
If you are looking for the right packaging form, you should never lose sight of the tried and tested design principle when making your decision: Form follows Function.
In other words, the packaging form depends on the product to be packaged. Nevertheless, you should not proceed exclusively according to this guiding principle. There are too many different possibilities for shaping.
For example, you can also align the shape with the target group. If it is a product that should only appeal to women, soft shapes and rounded corners are a good basis.
Because it is known from psychology that a soft or round shape is perceived as sensual and harmonious. These are precisely the attributes that lead to emotionalization in many women.
In contrast, products for men are often offered in packaging with angular shapes and straightforward structures. Surveys and studies show that features of this type are still perceived as masculine, dominant and self-confident today.
The right material protects and can reflect one's intentions
In addition to its protective properties, the choice of material also has an impact on appearance and perception. For example, choosing natural or grass boxboard as packaging material implies environmental friendliness and sustainability.
The product or brand name is associated precisely with these properties. The packaging used here can therefore also support the image of your entire company through the choice of a particular material.
Conversely, the wrong choice of material can also cause displeasure among your customers. For example, if your company stands for environmentally friendly and sustainably manufactured products, plastic packaging is a no-go and causes a loss of authenticity, reputation and credibility. Here, too, the product and packaging must form a symbiotic unit.
Handling is also closely linked to packaging design
Handling is also a critical criterion for success in packaging design. After all, what is the point of a stylishly coordinated packaging design if there are difficulties when setting up, transporting and, above all, opening the packaging? Here it is important that you take into account the constellation of your target groups.
Who will ultimately have to open the package? If they are seniors, for example, you should avoid complex closure systems. Hinged-lid boxes, for example, make things simpler and clearer.
These can be easily opened and closed again without any tools. Pouch packaging made of kraft paper or film is also a good solution here. Hinged-lid boxes in particular always add a decidedly elegant touch to the appearance of your packaging. Packaging of this type thus emphasizes the value of the packaged products.
You need more information or inspiration for your personal packaging design? Then contact us and we will be happy to help you! |
Conclusion: Good packaging design brings products and brands to life
Packaging design is definitely a key differentiating factor and influences how potential customers evaluate a product at first glance. In addition, the design of the packaging communicates the values of your company and conveys advertising messages.
Packaging is therefore much more than just a wrapping for products. Rather, packaging design acts as an important communication channel of modern imprinting between potential buyers and your product, your brand and also your company itself.
It is even possible to initiate an exciting storytelling through an individual-creative design and to give your target group an inspiring and animating experience. In the end, the packaging design must always make its own intention clear. This way, it is immediately clear to your customer what the product and your entire company stand for.
