Full, colorful shelves are the hallmarks of shopping in supermarkets and brick-and-mortar stores. In online trading, these, in turn, find their equivalent in the category and product pages. In addition to an immense variety of products and an enormous wealth of choices, the consumer will encounter many packaging variations in the store and online in the course of his purchase decision process. With so many options and the risk of overstimulation, how does he make the right choice? And how do you as a company ensures that this choice is your product?

This often depends on the product’s packaging – because, in many cases, it is the first thing the customer sees of your product. This applies in particular to food, cosmetics, and numerous other packaged ends consumer products.

A thoughtful packaging design is therefore of great importance so that your product does not become the keeper of the shelves – in the supermarket as well as in the warehouse of the online shop. We explain below what you need to consider when designing your packaging.

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  • The function of packaging
  • What does the term “packaging design” mean?
  • The packaging as a support for the brand
  • Important factors in packaging design
  • Packaging design & sustainability
  • This information should not be missing on the packaging

The function of packaging

Before a company selects and designs the right packaging for its products, it should be aware of the respective function of the packaging. Based on this, the company can choose a suitable packaging manufacturer and design the packaging. For example, packaging for food should be designed so that it can be easily transported and the product it contains has a long shelf life.

In addition to these transport and shelf life functions, properties about sustainability environmental process and convenience are becoming increasingly important. For example, should the product packaging protect the environment and be easy to recycle? And be open and reclosable for consumers?

These questions usually decide which packaging manufacturer is suitable for the company.

SM Custom Packaging produces environmentally friendly and recyclable stand up pouches. The packaging solutions are versatile: whether food, supplements, cosmetics, pet food, or clothing almost every product can be sold in sustainable packaging. An additional bonus: With the integrated design service from companies can individualize their packaging. You can read why this is particularly important under “The packaging to support the brand.”

What does the term “packaging design” mean?

The term packaging design stands for the graphic design of the product container, i.e., the packaging. In addition to product protection aim of packaging design is to create an (additional) incentive for consumers to buy the product. Furthermore, the packaging method enables the product to stand out from the competition and provide important and convincing information.

The packaging as a support for the brand

The packaging represents the product. It is often the first thing potential customers see of the product and the company offering it, and in many cases, it has a decisive effect on the purchase. This makes packaging one of the most important marketing instruments. It should be designed so that the product at the point of sale is differentiated from that of the competitor and is directly visible to the consumer.

In addition to the product presentation, the packaging also reflects the company’s brand. It can be understood as a figurehead and thus a kind of business card and makes a decisive contribution to how a brand and company are perceived. Since the first contact with a brand often takes place through the packaging, the packaging design should be chosen to convey the brand message to contribute to brand development or support the brand.

You can consciously use your packaging to represent corporate culture and brand identity. Should your brand or company be associated with joy and fun, for example? Does the sustainability aspect play an important role in your company? Or is the community in the foreground for you? Then your packaging should also express this. Depending on your target audience, this presentation can lead to increased sales. Consumers feel connected to your company and recognize what you stand for from the packaging.

packaging

When designing, however, it should always be considered that credibility does not suffer: high-quality packaging only makes sense if the product is also of high quality. Otherwise, the customer will be disappointed when opening the packaging at the latest and will not buy the product again. Overall, there should be consensus: sustainable development should be packaged as sustainably as possible. Otherwise, the contents of the packaging are not credible – if the company does not attach great importance to sustainability when it comes to packaging, how should customers believe it when it comes to the product?

The packaging design can also be used to create recognition for the company. For example, if companies sell several products, it is advisable to design the respective packaging similarly. This makes it quick and easy for potential customers to see that the products come from the same company.

Top 5 Important factors in packaging design

When designing packaging, the following five factors play an important role. Despite the high level of competition, these ensure that consumers are more likely to buy your product. Therefore, the selected factors must harmonize as a unit and complement each other in a meaningful way:

Emotions

Our feelings strongly guide us – also when it comes to buying a product. Most product purchases are impulse purchases and are therefore based on customers’ emotions when looking at the products. So whether consumers like a product even though they don’t know it depends heavily on the packaging. A successful packaging design arouses feelings in customers and encourages them to buy. Depending on the type of product, the packaging should therefore appeal to the appropriate senses.

Appearance

Probably the most important factor: the visual design of the packaging. Its color scheme, font, and shape ensure that consumers know the product and do not get lost among all the competing products. A suitable color selection should be made depending on the product quality. For example, consumers associate black with luxurious products and green with natural, healthy products. In addition, the optics should ensure recognition value and take the corporate design into account.

Haptics

The haptics is a decisive factor for the transport function of the packaging. Can customers easily transport the product home? Is the product easy to carry and easy to grip? A pleasant surface can also be important for the purchase decision. With a high-quality product, consumers expect that the packaging also feels valuable.

Acoustics

Although acoustics do not play a decisive role in all products, it can lead to buying with others. Example: Bags of crisps without crackling confuse customers and do not arouse curiosity. Corresponding packaging noises can lead to the build-up of anticipation, excitement, and ultimately to buying interest.

Scent

Consumers buy what smells good to them. In the case of food, in particular, this smell should correspond to the content. Even if fragrances were used discreetly on the packaging, there would be fragrance chaos on the shelves, and pleasant aromas can contribute to the purchase decision.

Packaging design and sustainability

The booming online trade, to-go products, and the increasing demand for products for single households are driving up packaging waste year after year. The fact that this is at the expense of the environment does not leave the consumer unaffected: More and more customers want to buy sustainably and demand that companies do without packaging. Although this cannot be implemented for all products, a good alternative is always to rethink the current packaging for more environmentally friendly variants.

The top priority should be to switch to more sustainable packaging to do something good for the environment, instead of influencing customers to buy with (supposedly) more environmentally friendly packaging. As a result, you’ve killed two birds with one stone. To be on the safe side, it can make sense to use appropriate seals and the packaging material, for example, to communicate the recyclability of the packaging. Companies show the customer that they have thought about it and are acting in an environmentally conscious manner – and can prove this. Sustainable packaging can thus stimulate purchasing decisions and contribute to a positive brand image.

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