Packaging Tips: Design

Welcome to the strategy intensive and error-prone packaging world! Even an expert in the packaging industry experiences new problems every day. We will provide some tips on producing effective packaging from 3 very different perspectives, design, materials, and artwork. First, a look at design:

For all the money spent on advertising and promoting brands and products, a preponderance of purchasing decisions are still unplanned purchases, made at point of sale, within 3-5 seconds. With this in mind, it is impossible to minimize the role of packaging design in any sales plan. Here’s a close look at the brief lifespan of packaging communication:

0-1 seconds—Get Attention!

Job number one—get your product noticed! Use large and clear headline type, pick attractive colors psychologically appropriate to the product inside, if practical use unusual shapes, materials or printing effects to generate curiosity and distinguish your product above the competition, and if the product is a series be sure that the individual items together make up a cohesive and consistent visual identity. Consumers often ‘buy packages, not products’ so designing a strong visual effect and executing it with high quality printing is an absolute must.

1-3 seconds—Communicate Utility!

Once you have your customer’s attention, it’s time to start your ‘elevator pitch.’ What are the features and benefits of this product? Is it for men, women, kids, seniors? How does it work? What problem does it solve? What is the core essence of its value? While your actual communication method is bound be radically different for a household cleaning product than for luxury cosmetics, every package has in common the need to clearly and quickly explain its contents.

3-5 seconds—Sway Opinion!

The final step in packaging communication is also the most sublime—to communicate real value and sway opinion. After all is said and done, we buy with the heart as much as with the head. Whether we think the product will beautify our home, entertain our kids or satiate our sweet tooth, it is packaging design that holds the ultimate power of seduction. Here again, your choice of photography, shape, color and materials plays a crucial role.