Packaging design is a smart investment.
Your packaging is your silent salesperson and a hugely influential medium. The best packaging design stops a consumer in their tracks. You’ve got 3-4 seconds to make an impression. Once you’ve got them stopped, the goal is to get into their hand and then into their cart. Here’s how.
How to get the most out of your package design:
- First of all, packaging should do much more than protect the contents. The only marketing seen 100% of the time is your packaging. Make the most of it.
- A well-designed package should create an emotional response in a consumer and start a connection to the brand. The emotional connection with the consumer happens when you express your brand value in a way that answers their unmet needs.
- A great design helps your brand stand out from the competition – in a meaningful way!
- Color is your number one brand signifier so make sure that it is different than the rest of the shelf but cues the right things in your category – such as flavor, ingredient or health benefit.
- Your information hierarchy should be based on how the consumer shops, therefore quickly deliver the information they need to take your product home.
- The face panel should act as a bullseye to grab attention.
- The experience of the rest of the packaging elements has to surprise, delight and rationalize its way into your consumer’s cart.
- Packaging design can also be smart, sustainable and interactive. Use to reinforce your brand values.
- Pay special attention to the unboxing process – as that is an unexpected and delightful part of the brand experience.
- Lastly, if you’re selling food, get them to eat with their eyes.
In 2020, sophisticated package design will be pivotal to the consumer experience, according to Packaging Digest. Contact Seedhouse to help you optimize your packaging this year.
Seedhouse has over 50 years of packaging design experience. We have worked with brands such as Farmhouse Culture, Angelic Bakehouse, Old Line Spirits, Dovetail Brewery, Quaker, Kohler, Snyder Lance, Unilever, Bausch & Lomb and many others.
