Packaging design can help you sell more products, build better brand recognition, and make your customers fall in love with your business.
Packaging encompasses everything that goes into the container for your product. It has some functional purposes, but it should never be an afterthought. As we know, first impressions matter – and your packaging is the first thing people see on a store shelf or when your product arrives on their doorstep.
Before (Left) & After (Right) Twin Bee Coffee Packaging
The right packaging can help convince your target customer to buy (and buy again!).
Great packaging can draw eyes for all the right reasons and help you sell more products. The color, pattern, texture, and even the shape of the packaging can help to communicate your brand’s place in the market.
High-quality packaging signals a high-quality product. In fact, 40% of consumers are likely to make repeat purchases from an online merchant with premium packaging, according to a study by Dotcom Distribution.
In addition to helping set you apart from other brands, well-designed packaging helps differentiate the various products you offer from one another.
Have you ever accidentally bought the wrong version of something because the manufacturer makes the different flavors or scents look too similar? So frustrating! Even if you only have a single product now, a forward-thinking designer can help you strategize about packaging choices that will grow with your business.
Before (Left in plastic bags) & After (Right in branded packaging) Molly's Apothecary
Packaging design should reinforce your brand.
Your product packaging is a great place to reinforce your brand’s visual identity and messaging.
Because customers and potential customers will ideally encounter your packaging multiple times, it will help increase brand recognition. You can incorporate taglines from your messaging and should always use the colors and typography that have been established in your brand design process.
Well-thought-out packaging can help to reinforce your brand's personality, whether it's upscale/luxurious, cozy, or playful.
Packaging can be an excellent tool for communicating your values.
Choosing more environmentally friendly packaging can demonstrate your authentic commitment to sustainability if that is one of your brand’s values.
According to a 2020 report by Trivium, 59% of consumers say they are less likely to buy a product in environmentally harmful packaging. The same survey also found that a stunning 74% of consumers questioned said they would pay more for products with sustainable packaging.
Beyond sustainability, imagine you are a children's clothing or toy company, and one of your brand values is “imagination." You could create playful, clever packaging that could be cut or folded to make a paper airplane. Or, a gardening company could wrap their tools in plantable paper studded with wildflower seeds. With some creative brainstorming, there are so many opportunities at hand to use your packaging to reinforce your values.
Well-designed packaging design improves the customer experience.
Packaging design can also help and delight your customer. You can use the package itself as real estate for communicating key information and instructions. The packaging should also protect your product so that it stays damage-free and can be unwrapped without frustration.
There are entire YouTube channels focused solely on unboxing videos. Even if no one unboxes your product on a video, customers are much more apt to tell a friend or snap a photo for social media if your packaging is extra special or unexpected. Consider including a note, a small branded freebie, or finding other ways to make your customer feel valued and more connected to your brand.
Are you ready to update your packaging to be more effective, strategic, and attractive? Contact me to learn about my packaging design process.