Packaging Dos and Don’ts
A product’s packaging communicates many things, from what the product can do for your customers to your company’s values. Given one-third of consumers’ decision making is based solely on product packaging, packaging is a crucial marketing and communication tool for your business.
Here are a few Dos and Don’ts to consider when designing new packaging or updating existing packaging.
- Think from your target customers perspective
What’s most important to your core customers? Is re-sealability or reassembly involved? What are the main selling features of your product? Think what will catch your customers’ eye and how they will be using your product. Also, keep in mind to be environmentally friendly. Our processes and facilities have been audited, inspected and found to be environmentally compliant.
- Think outside the box
The packaging for your product should make your product stand out on shelves. The packaging should help reflect the important qualities of your product. When Heinz introduced its compressible upside-down ketchup package, sales improved greatly as compared to its glass bottles. Packaging matters to your business.
- Use appealing colors
One crucial decision every designer needs to make is what color palette for their packaging. Your packaging needs to catch the attention of onlookers, yet it should still be easy on the eyes and effortless to read. In addition, the package should differentiate from competitors so loyal customers can quickly recognize your brand.
- Think about shipping and handling
This is an area client’s have told us other packaging manufacturers have failed them. Your product will not be treated with kid gloves by retailers so your packaging needs to be easy to pack and durable to avoid damage to the product and packaging during shipping and handling. Your satisfaction is our number one priority.
- Forget about the purpose for your packaging
One of the main purposes of packaging is to keep your product safe. Oftentimes, designers get caught up in creating a great looking package to boost sales but forget to include important safety measures in the design. For example, edible foods need air-tight packaging as opposed to a simple carton box.
- Sever the connection between product design and branding
Returning customers are a staple for every successful business. The packaging design should clearly display your brand not only to build brand awareness but to clearly connect with those who have previously purchased your product.
- Limit options
If your product is successful in the market and you decide to extend your product line, similar packaging to the original will help sell the new one. Therefore, it is important to think about scaling for the future.
- Overdesign your packaging
A trap some designers fall into is over-complicating the design. We’ve found the KISS model is the best guideline for packaging. A quality package without too much copy or fine print with clear branding will build and reinforce what you are selling and stand for.
In addition to product packaging, MCRL specializes in unique marketing kits to support your sales team and employee recognition packaging to recognize your workforce. Check out some of our recent packaging projects!