They say it’s what’s inside that matters, but the truth is that product packaging conveys a lot of information to your customers and potential consumers. Product packaging design creates a response that can make or break a sale. Well-crafted packaging design plays a critical role in capturing attention and influencing an intention or desire to purchase. Research has confirmed that product packaging design is your foremost tool for attracting consumers and building a positive perception in their minds.
The Role of Product Packaging Design in Consumer Decision-Making
Product packaging design is a powerful tool that can shape consumer perceptions and influence purchasing decisions. The right design will trigger subconscious responses amongst shoppers in-store or online, leading to a favorable reaction and a higher likelihood of purchase. This is why investing in effective packaging design is a strategic move for any business.
Customers assess factors like colour, information, materials, shape, and overall visual appeal when considering a purchase, as well as their needs or interest in the product itself. Establishing a connection on an emotional level creates a preference for certain products. Emotional responses that can be generated through packaging include a sense of interest or wonder or a surprise or a shock.
Well-designed packaging isn’t just about your product; it’s about your brand. It can tell a story about your brand, demonstrating your mission and vision and referencing your history and growth over time. This is extremely important when redesigning the packaging for an existing product. Clever graphic design in packaging can reference your previous designs and tell a new story simultaneously.
Elements of Effective Packaging Design
There are several contributing factors to effective product packaging design; here we cover the key considerations.
Brand indicators: Your products are a critical part of your brand; they exemplify your business and by extension your brand. A crucial part of product packaging design is ensuring synergy between your products and brand. Your logo, name, tag lines, or brand messages should be visible in your packaging. When products are stacked on shelves or viewed in an online gallery, customers are looking for points of difference- so use packaging design to make your items stand out. A graphic design and packaging expert will also consider consistency with existing products when looking at a new or additional product added to a collection.
Color: The colors you use on your packaging design will significantly impact. Colors convey meaning, create emotion, and shape consumer perceptions. Colour perception and recognition happen the instant people see your product, so colour psychology is essential to product packaging design. Using warm colors like red, orange and yellow often create a sense of excitement and drama, and usually stand out on the shelves. Greens are often associated with nature while cool blues are often perceived as hygienic. Skilled designers use these perceptions about colour in their product design and packaging templates.
Information and text: Customers rely on packaging for clues and information about your product. Depending on the type of products you produce, you may have to include information on the packaging. This could be nutritional information or usage instructions. Whatever information you need to include on your products should be styled and designed to be cohesive with your brand, so your primary font should be used. Text needs to be presented clearly, but in a way that makes sense for your business and identity. This helps you ensure consistency in brand design and packaging.
Material choice: The material you will use for your packaging must also be considered during the design of product packaging process. The strength, flexibility, and durability of the material you intend to use will influence the design. Different packaging materials offer different product experiences. For example, a higher degree of gloss and shine can be achieved when you use plastic packaging instead of paper. However, another consideration for material choice is environmental impact.
Benefits of Hiring a Professional Graphic Designer
A professional graphic designer is a crucial partner in your journey towards delivering an effective product packaging design. Packaging designers bring a wealth of knowledge and skills to the table, ensuring your packaging design communicates effectively with your target audience. From luxury to sustainability, they can tailor your design to specific audiences, influencing purchase decisions with every stroke of their creative genius.
A packaging graphic design expert, with their blend of scientific knowledge of colour and psychology, skills in graphic design, creativity and visual communication, will be the expert you need when it comes to how to design packaging. They ensure your product packing is communicating with customers just the way you want it to, and captures the essence of your brand personality.
Elevating Your Brand with Expert Product Packaging Design
The right graphic designer will create a product packaging design that captures the attention of your audiences. If you need help with outstanding packaging design, then contact the team at Studio Bridge. We know how to make product packaging that grabs attention, boosts brand impact and creates a point of difference. See our work on a flavourful design for food packaging and how we used colors and creative design on packaging for a range of shampoo and conditioners.
We can ensure your products stand out in a crowded marketplace with eye-catching details and innovative messages and features. Our team are experts in graphic design packaging and will take the time to understand your objectives, consider cohesive brand solutions and create a product packaging design that is true to you.
We will help you highlight your brand messages and get to the core of your customers, creating the emotional resonance you seek. If you were to ask us “what is packaging design and what can it do for my product?”, we can share our insight and experience in this area.
Our studio delivers unique digital solutions with adaptive design, post-production, animation, and packaging artwork services. We ensure on-time delivery and quality work, elevating your brand with our expertise. Contact Studio Bridge to learn more.