Many different factors influence the perception of your brand. The packaging of the products you have chosen and designed is definitely one of them.
When it comes to packaging, it depends on how the product is presented, which is closely linked to its perception. It can tell a story and form the basis for how you want to show your entire business. For example, choosing a clean and modern look will leave a different impression than a maritime design or a design in a rustic look.
The product packaging says a lot about your brand in a split second. Considering the fact that customers sometimes judge the value or quality of a product only at a glance, this is a factor that should not be neglected. The proper packaging can also effectively impact your sales by setting it apart from others.
Even though it may seem a small detail, too many traders overlook this aspect of their business to the last moment. Yet, the packaging is an integral part of your marketing and service strategy and indeed not a decision that you should take lightly. In this post, we’ll guide you through the process of choosing a strong packaging design that represents your business well and helps you maximize your sales.
Before starting: What you should know before designing
When designing the packaging, there is a lot to consider: colours, appearance, size, shape, cartons vs. bags, materials and more. Before you make decisions regarding any of these aspects, it is essential that you put some time into research in advance.
You should understand the four most important things that will significantly influence your design.
- Who is your target group:
You need to understand your target audience and what they expect from a product in your industry. This is the only way you will be able to custom design packaging that really appeals to your audience. Many men, for example, will not intuitively reach for something in a pink bottle with a floral pattern.
- Associations to be evoked:
What should people think of when they see your brand? Think again of your audience. A natural, rustic packaging is great for organic skincare products when the brand emphasizes natural ingredients. However, it would probably work poorly if you want to highlight the high quality and clinical manufacturing.
- The existing visual branding:
Do you already have a website, a brand name and a logo? It would be best if you chose a packaging that fits well with what you are already working with and that supports your brand instead of working against it.
- Other conditions in your target market:
You should also take a look at what your competitors are doing. It’s good to know what the current standard is. This makes it easier to search for a design for your packaging that stands out. Nevertheless, it is sometimes good to stick to the status quo: if consumers expect a shampoo to be sold in bottles rather than laminated envelopes, you would better think twice about choosing against this standard.
Types of product packaging
There are three main types of packaging that you may need. This depends on what kind of products you sell and how they get to the consumer. Let us take a closer look at these three types.
1. The immediate product packaging
First of all, you have to package the product yourself. This will directly protect what you sell. Think of the bottle for the shampoo, the packaging for chocolate bars or the box for jewellery. This part of the product packaging also contains the stickers and hanging labels that may be affixed to these products.
Immediate product packaging is likely to be the focus. Accordingly, it would help if you also started with your design. Ask yourself the following question: What will make customers put the product in their shopping cart when they see it on the shelf? Functionality and aesthetics are equally important here.
2. The outer product packaging
How do you send products to your customers? What packaging material do you use for this? Envelopes, cardboard boxes or something else? Maybe you also supply shelf boxes to sell your chocolate bars to small local merchants. What do these boxes look like?
The outer product packaging is the cardboard boxes or packaging in which your products are delivered, especially shipping. This often includes brand-specific shipping boxes, envelopes and stickers. This gives you the opportunity to make a stronger impression as soon as the customer holds your package in his hands.
3. The inner product packaging
If you need outer product packaging, you may also need inner product packaging. This includes everything that comes in the outer cardboard or envelope and is not the product itself. These can be shredded cardboard, styrofoam chips or inlay cartons to keep everything in place.
The focus here should be on practicality. For example, how can you send the glass bottle with lotion and make sure it does not break? Packing the product in a cloth bag or paper and then placing shredded cardboard can help protect such items.
All this can also be provided with appropriate branding, which gives your packaging a more uniform appearance. And that, in turn, should make your brand look established and professional. Finally, suppose you decide for yourself how your customers receive your products. In that case, you also get control over the entire customer experience – from the first impression on the product page to the unpacking at home.
Six things you should place on your packaging
When you design your eCommerce packaging, there are six things to look out for:
- Product title. What is the name of the product? The name must appear on the packaging.
- Text explaining the product. This can be a simple slogan or a small section somewhere on the label that describes the product in more detail.
- Instructions for use and care. Your clothes could be suitable for handwashing, for example, B. only. Maybe you also sell camping equipment that is only suitable for certain weather conditions. Explain these things directly on the product.
- Pictures. This includes brand logos and everything your designer has come up with for the product himself.
- Required information such as safety instructions, nutrition labels or bar codes. Some industries and countries have special requirements for such information – depending on what you want to sell. So check in advance exactly what you have to specify on your packaging.
- Additional information such as batch numbers. Even if the numbers obviously change, you have to make sure that there is room for it somewhere on the packaging.
The design of product packaging is obviously a complex process that should not be taken lightly. Packaging is an important piece of the puzzle for your brand on the way to success. Therefore, it is important to make the decision strategically. The best packaging strikes a balance between cost efficiency and visual appeal, staying true to your brand and what your audience wants to see. But also think about the sustainability factor, which is playing an increasingly important role today and can also contribute to your brand image.