When designing product packaging, the first thing you need
to think about is the message that you want to send. You see, product packaging
isn’t just a box or a container for the product that you’re selling; it’s a
representation (even embodiment) of your brand. As such, it serves as a brand
ambassador, a promotional tool and your sales representative at the same time.
All of this being said, it’s more than clear why one would feel a no small
amount of pressure when having to design packaging for their products.
1.
Is it appropriate for the industry?
Every industry has its own rules and your audience already
has some expectations when it comes to what your product packaging should be
about. For instance, if you’re in the food industry, you should start by
looking for colors that
increase appetite. Then, you need to understand that geometrical shapes
aren’t necessarily people’s first association with delicious food. Rounded
edges are seen as healthier and more organic. Of course, these are just two
examples that work in the food industry. Your industry, however, may have rules
of its own and you would do well to study them.
2.
Keep it appropriate for the size of the product
While some may see this as something too obvious to even
mention, you would be surprised at just how many people make this mistake.
First of all, having a box that’s too big for the product is just absurd (even
annoying), whereas having packaging in which the product barely fits is
impractical (and also, quite annoying). Therefore, you need to make sure that
the packaging fits the size of the product. As for the design and the print,
you don’t want it to be too stretched or so tiny that it feels consumed by its
background. All of these things need to be taken into consideration before you
even start.
3.
Make sure to represent the size of your business
There are some scenarios where being a small, local,
home-based or family business is a good thing. Being a big conglomerate or a
massive corporation is a concept that should speak of strength and reliability
but a lot of people might look for a smaller business since they see them as
more human and original. In that case, you need to make sure that your product
packaging depicts exactly that. For instance, if you’re dealing in arts and
crafts or selling artisan goods, you might find custom labels
on simplistic packaging to be the optimal solution.
4.
Focus on the quality
The choice of the font, the quality of the print and the
quality of the
packaging material may be determining factors in whether the buyer goes for
your product or picks your competitors instead. This is why you need to put a
heavy focus on quality while still being cost-effective. On the one hand, going
for packaging that’s too high-quality may force you to inflate the price of the
product or work at a lower product price. On the other hand, by going with a
low-cost alternative, you might lose some sales. This is one of those “damned
if you do; damned if you don’t” scenarios. Nonetheless, it’s something that new
entrepreneurs have to handle in virtually every aspect of their business.
5.
Measure it up against competitors
Close your eyes and try to envision your products in a store
or an e-store. Now, think past your product and try to imagine what your
product will stand next to. More likely than not, it will be an item from the
same category, often even a similar product by your competitor. Now try to be
realistic about what your odds are to succeed against them. Provided that they
are not that great, what can you do to tip the scales in your favor?
There’s yet another roleplaying game that you can try in
order to figure this out. Go to the store and pick a random category (candy,
cleaning supplies, etc.). Only pick from brands that you’ve never heard of and
try to be honest about what made you pick. Was it the price or something about
the packaging? If the latter was the case, can you tell what it was? These
kinds of techniques will really make you go places.
Conclusion
The very last thing you need to understand is the fact that
every business and product is unique and you need to make your choices based on
it. This is also why you need to know your business inside and out and be
realistic about where you are now and where you want to go as a brand.
