Don’t Judge a Product by It’s Packaging?

Last updated on December 13, 2015

Just like your mom always said, “Don’t judge a book by it’s cover”, we can all agree that we do. We pick up a book or a product based on appearance. Getting your product in a package that will have people reaching for it on the shelf is going to deliver success for your business.

If you are a small business, an industrial giant, or are a budding entrepreneur you are going to need quality packaging. Spend time developing your product’s packaging; it is just as important as the product itself. Here are the guides to creating compelling packaging:

1. Your product must convey a compelling brand story. People love to connect with a brand that has a story behind it. It needs to stand out separately from the many other competitors. Just because you develop your own label, does not mean the product will fly off the shelf. A brand story can be, simply, the explanation of use of organic ingredients or a back-story of how the company was developed. Make sure that it is placed where consumers can read it and relate. This is a big part of your brand.
2. Product packaging should match consumer expectations. While a graphic designer could put together a completely unique design, your customers aren’t going to be able to identify what they are picking up. Think about standing on an aisle with jars of spaghetti sauce. If you are glancing among the different jars, are you going to take note of a product inside of a pouch? No, because you are looking specifically for a jar of sauce. Packaging must be easily recognized, and the biggest item to consider is the price of your packaging. Going extremely creative will drive up costs. Make sure you balance the design and the customer expectation for the product you are putting together packaging for.
3. Easy to read, good flow, and clear hierarchy of design elements. The design of packaging is very important. You need to make sure that people are able to clearly read your brand, the product, and the differentiator. In retail, they often refer to this as the “Why to Buy” statement. Your need to take your customers on an adventure of the packaging. Let their eye read through all the materials, have quality images that will tell them what they are purchasing. This is how you find packaging success.

Packaging Design

Good packaging follows three essential elements. First it tells a custom story. It means a story that compels your audience to buy the product. Before you begin on the design, you should finish your story. This will play a big part into the design of your packaging. The better your story is written and the more it draws in visitors, the better your sales will do. Make sure you are not just another name on the shelf and make sure you are unique.

Next, consider the focus of your product. It is important that you pick a compelling focus. Is this the company name? Tagline? Product name? How it is used, what is contained in the package? Or are you pushing solely the differentiator? Whatever you decide, it needs to be big and bold to get the attention off the shelf or area where customers see that. Play with the elements, make it a different or bright color, change the shape, or placement. It is all about the triggers that will get the eyes to stop and read it just for 30 seconds.

Next, you have their attention, so you need to put them through a journey. Again, you have just a matter of seconds to get your customer through the whole story and product. Make sure that you tell them what they are reading. Every element on the packaging needs to tell the brand story and push them along through the discovery.

You must master the flow of the packaging; every element will push them along. Your packaging needs to get them interested quickly to get your product placed in their basket and through the check-out line.