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  • Writer's pictureMike Clark

How to design packaging that sells





Packaging design is one of the most important aspects of branding and marketing for small businesses and start-ups.


It can help you gain exposure, build your brand identity, and increase sales. According to a study by Dotcom Distribution, 52% of online shoppers are more likely to make repeat purchases from a brand that delivers premium packaging. Another survey by WestRock found that 63% of consumers have purchased a product again because of its packaging.

 

How do you design packaging that sells? How do you create packaging that attracts customers, conveys your brand message, and enhances your product? I'm going to share with you some of the critical aspects of packaging design that you should consider, such as:



Packaging design for One Mighty Mill's Honey Mustard Pretzels


The Type of Packaging You Should Use


The first thing you need to decide when designing packaging is the type of packaging you want to use. Many options are available for packaging materials, shapes, sizes, colors, etc., and each has its own advantages and disadvantages. You need to choose the type of packaging that suits your product, budget, and environmental impact.

Some of the factors that you need to consider when choosing the type of packaging are:


  • The functionality of the packaging: The packaging should protect your product from damage, spoilage, or tampering. Opening, closing, storing, and transporting should also be accessible. You need to consider your product's weight, shape, and size, as well as the storage and shipping conditions.

  • The aesthetics of the packaging: The packaging should appeal to your target audience and reflect your brand identity. It should also stand out from the competition and catch the attention of potential customers. You need to consider the color, shape, texture, and style of your packaging, as well as the trends and preferences of your market.

  • The sustainability of the packaging: The packaging should minimize the environmental impact of your product and your business. It should also communicate your social responsibility and your values to your customers. You need to consider the materials, processes, and disposal of your packaging and the certifications and labels that indicate your eco-friendliness.


For example, if you are selling organic tea, you should use a biodegradable paper pouch with a natural color and a simple design showcasing your product and logo. This type of packaging would be functional, aesthetic, sustainable, and aligned with your brand identity and target audience.


Box Design for Big Little Bar
Box Design for Big Little Bar

The Branding Elements You Should Include


The next thing you need to decide when designing packaging is the branding elements you want to include. These visual elements represent your brand and communicate your value proposition to your customers. They have your logo, name, slogan, colors, fonts, etc.

Some of the factors that you need to consider when choosing the branding elements are:


  • The consistency of the branding elements: The branding elements should be consistent across all your packaging and marketing materials. They should also be compatible with your product and your industry. You need to create a brand style guide that defines your branding elements and how to use them correctly and effectively.

  • The clarity of the branding elements: The branding elements should be straightforward and easy to read and understand. They should also be relevant and meaningful to your customers. You must avoid cluttering your packaging with too many or complex branding elements that might confuse or distract your customers.

  • The uniqueness of the branding elements: The branding elements should be unique and distinctive from your competitors. They should also be memorable and recognizable to your customers. You need to create a brand identity that reflects your personality and values, differentiating you from the crowd.


For example, if you sell handmade soap, you might want to include a logo featuring a stylized soap bar with your name and the slogan "Natural and Nourishing." This branding element would be consistent, clear, unique, appealing, and engaging to your customers.



Flat Dieline view of the One Mighty Mill packaging for pretzels bags


The Tips and Tricks You Should Follow


The last thing you must decide when designing packaging is the tips and tricks you want to follow. These are the best practices and common mistakes you must be aware of and avoid when designing packaging that sells. They include the following:


  • Do your research: Before you start designing your packaging, you need to research the product, your client, the competitors, the industry, and the market. You must understand your client and their customers' needs, wants, expectations, and your competitors' strengths and weaknesses. You must also analyze the market's trends, preferences, behaviors, and culture. You need to use this information to create relevant, valuable, and appealing packaging for your client and their customers, as well as competitive and innovative in your industry and your market.

  • Test your packaging: After you finish designing your packaging, you need to test your packaging on the product review with your client. Put yourself in the customer's shoes and ask yourself if the packaging stands out. Does it inspire you to purchase? You also need to get feedback and suggestions from your clients, customers, and peers and use them to improve your packaging.

  • Keep it simple: When designing your packaging, you need to keep it simple and ensure it is manageable. You must focus on the essential and most important elements, such as your product, brand, and message, and use them to create clear and concise packaging that communicates your value proposition and unique selling point. You also need to use white space, contrast, hierarchy, and alignment to create a balanced and harmonious packaging that is easy to read and understand.


Big Little Bar Packaging design

Conclusion


Packaging design is a powerful tool to help you grow your business and brand. Following the steps and tips outlined in this post, you can design functional, sustainable, aesthetically pleasing packaging that aligns with your brand identity and value proposition and resonates with your target audience.


Please contact us today if you need more help or guidance with your packaging design. We are a brand design studio specializing in custom packaging design for small businesses and start-ups. We can help you with your packaging design needs, from concept to completion, and provide you with packaging that sells. 🙌




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