Most organisations, when starting out or coming up with something new, tend to put all their energies and focus on the product itself. While a winning product that ticks all the right boxes is imperative, where brands lose out is the packaging. Most brands overlook packaging and fail to give it the attention that it deserves.
The general consensus is, if the product is good, solves a customer problem or fills a void in the market, then it will work. That is indeed true. But customers shop with their eyes first, and this where the look and appeal of products come in.
Imagine if Pringles didn’t come in those famous cylindrical tins or if Tic Tacs didn’t come in those clear transparent containers or if Kinder Joy didn’t come in that egg-shaped fun packaging? An off-putting packaging design might as well steer away potential customers. People can only vouch for your product and come back for it, if the product is able to catch their attention in the first place.
In today’s world, where many products are discovered on the shelves of a supermarket, it is important to be stand out and lure your audience in and for that to happen it is important to have a packaging design that will catch the eye of the customers. Pretty much like love at first sight.
We try to list out a few essentials one must keep in mind when designing their product packaging.
In this world of “shouty” headlines and in-your-face advertising, it takes a few brave souls to stick to simplicity. It is easy to fall prey to the idea that the more you put into something, the more value it will add. But that is not the case always. Sparse designs, more white spaces and clarity that things will make you stand out and break the clutter. Keeping the packaging simple yet informative is the key here.
Flexibility and agility:
When designing something, it is important to keep in mind the future prospects of the product. A packaging and design that is flexible and will allow the product to enter and explore different horizons will help the brand in the long run.
Signs and symbols:
Robert Langdon, the fictional semiotics teacher created by author Dan Brown, will swear by the power of symbols and signs. For an example, we don’t need to look further from the technology brand Apple. The image of the apple with a bite off it conveys everything without the need for words. Signs and symbols are simple, instantly recognisable and are easily recallable. It would be wise to keep this in mind when designing the packaging for a product.
The only way to stand out from others is to go where no one has dared to go before and break away from the pattern. There might be comfort in familiarity but there are no gains. Bold designs, creative packaging, even if they go against the gain, will differentiate the product from the milieu and grab attention of the customers.
Today, everything is about engagement. Gone are the days where consumers were passive receivers of messages and mute spectators. Engaging with the consumer is essential and if you can do it through your packaging then what better way. Something as small as a crossword or a fun facts section printed on your packaging can make the difference but it obviously has to be relevant to your product.