Designing Effective Product Packaging

Logo and package design for Pick Of The Birds

I enjoy the occasional glass of wine, however, I am no Sommelier. So how do I choose my next Pinot noir, having a great label helps.

Product package design plays a crucial role in the success of a product. Effective packaging design creates a strong first impression, differentiates your product from competitors, and communicates important information and your brand to consumers.

So what are the first steps in designing effective packaging?

Know Where You’re Going

You should have a deep understanding of who is purchasing your product and why. Create a persona of your typical audience, and consider factors such as age, gender, income level, career, and interests. Knowing this will help you speak more clearly and appeal to the subconscious of your consumers.

Know Your Competition

Knowing your competitors will give you insight into how they package and promote their products. Visit several stores and take photos of what you like and what you do not like. Begin to understand what works and what doesn’t, then start creating better design solutions.

Branding Consistency

Packaging should reflect your brand's identity and be consistent with your other marketing materials. This includes staying within your company’s colour palette, fonts, and typography. Explore ways in which to introduce additional company graphic elements.

Be Bold

With so many products on the market, it's important for packaging to stand out. While staying on brand use bold colors, unique shapes, contrast, and eye-catching graphics to make your product stand out. 

Build It Right

Ensuring proper pre-press production of your designs is essential. It is imperative to hire skilled professionals who can take your project from initial design to final completion. This involves creating the final files that will be sent to the printer. Incorrectly built artwork can lead to print delays, an unsatisfactory end product, and additional expenses.

Creating packaging that effectively represents your products requires a thoughtful analysis of various factors, including your target audience, utility, environmental impact, branding, and distinctive features. By following the guidelines in this article, you can develop packaging that not only has a visually appealing design but also conveys critical details about your product and boosts sales. Keep in mind that packaging is often the initial point of contact between your product and the consumer, so make it memorable.