How to Showcase your Brand Effectively with Amazing Packaging
Create memorable packaging that captures attention, tells your story, and drives customer loyalty.
What is Packaging Design?
Packaging design is the process of creating product packaging that appropriately and safely holds a product whilst being eye-catching and on-brand. The design could be for products that go directly onto a shelf (e.g., products in retail stores). Alternatively, there may be an outer packaging design that protects the item whilst in transit (e.g., products sold online that need posting). The design must attract attention while also providing the necessary product information - a delicate balance.
Our Packaging Design Process
We continually look to deliver our services simpler, faster, and smarter. By using our 'Three D's' design methodology across all of our graphic design services, we can create incredible packaging artwork for your business:
- Discovery. A 1-2-1 meeting to discover what you're trying to achieve.
- Design. We produce draft proposals that include mockups in various forms, such as flat templates, elevations, and 3D views.
- Delivery. We deliver a complete artwork folder ready for you to implement immediately.
How to Align Packaging Design with your Products
As with any design work your business undertakes, it must be coherent with your brand. Your packaging creates a tangible connection between the product and the customer. Therefore, factor in the following before embarking on your design:
1. What is your product?
The product will largely dictate the appropriate packaging, which in turn will dictate the design opportunities. For example, suppose your product is fragile. In that case, your packaging will need to be rigid, include internal cushioning to prevent movement, and feature a 'fragile' logo.
2. Who typically purchases your product?
The design should identify with and appeal to your buyer persona. For example, suppose your product is highly ethical. In that case, your packaging should include FSC and other sustainability logos, be made from sustainable materials, and use eco-conscious inks.
3. How is your product purchased?
If your product is destined for supermarket shelves, it has to be clear precisely what it is. Furthermore, it must stand out from its neighbouring competitors. Suppose, however, you sell through your e-commerce website. In that case, the packaging must be durable and safe enough to withstand postage or courier handling. No matter how creative your packaging may look, it ultimately must be appropriate for its purpose.
4. What are your competitors doing?
Using competitors as a precedent study can identify where industry standards make sense and where innovation is possible. Look at the shapes, materials, and other aspects of your competitor's packaging design. Establish what's effective and where there's room for improvement.
How to Brand your Packaging
Your packaging represents your brand, and depending on where your product is purchased, the packaging may be the first interaction a customer has with your business. The packaging graphics should express your brand, so harness this opportunity to make a great first impression! Here are some pointers for effectively incorporating your brand into your packaging:
1. Packaging should advertise your brand.
You may have come across the term 'packvertising', which is 'packaging advertising'. As with all marketing and advertising, appeal to your buyer persona, highlight your USP and showcase your brand.
2. Consider the details and design nuances.
Once you've attracted the prospect's attention, it's often the details that make or break a buying decision. The copy, images, layout and brand identity will build trust when executed effectively. Some sectors or brands benefit more from a minimal approach, whereas others need to be bold. But, again, it's all about what's most appropriate.
3. Can your packaging be reusable?
If your packaging can be effectively reused, this adds value for the customer and keeps your brand in their eye-line for longer - free marketing!
4. Don't go cheap!
When you contrast the experience of opening beautifully crafted Apple packaging with that of a knock-off Apple case purchased from an Amazon reseller, which feels more special? Or which do you remember and talk about more? Suppose you want to build brand loyalty, or more so, brand advocacy. In that case, you have to provide a memorable experience for your customers.
So Much More Than Just Packaging Design
Here at Flow Fulfilment, we can help you with all your packaging requirements. Be it cardboard, rigid, or bespoke boxes, we can create the perfect design and print all your packaging.
Furthermore, we also provide e-commerce co-packing fulfilment. Not only that, we offer marketing services to help you attract new customers. When you contact us, be sure to ask our Sales Consultants for all the information that is appropriate for you and your business.
7 Top Tips for Packaging Design:
- Focus on the unboxing experience: Remember that everyone loves a premium opening experience, so design internal layers and folds that make your customers feel genuinely valued.
- Keep your branding visible and clear: Design your outer boxes uniquely with your brand assets clearly shown, keeping text simple and messaging highly compelling.
- Evaluate your industry competitors: Check out what other brands on the shelves are doing, take inspiration from successful layouts, and identify how your structural design can look even better.
- Gather real user feedback: Ask your customers for candid insights regarding how easy your packaging is to open, store, and recycle so you can continually refine your designs.
- Never compromise on material quality: Avoid cheap substrates because sturdy, well engineered packaging is always appreciated when thought, time, and structural care have been invested.
