The success of a product depends a lot on how it looks or how well the package is designed. In other words, packaging companies need to know that successful packaging has a lot to do about good designing. Here are some interesting facts which explain how good design contributes to successful packaging.
Simplicity and Clarity
A good design does not mean a riot of colors or over-flowing information. When you pick any product, you need to get answers to a few questions immediately by looking at the package. 1) What is the product? 2) What is the brand? A good packaging design will give you the answers to the specific questions quickly.
A package which talks about plenty of product benefits but does not clearly state the brand name or what the product is about, is certainly of no use. A product that looks great outside but is complicated and lacks quality with information provided is actually of no use.
There are several health and food products, which need plenty of information to be displayed. This includes nutrition, usage instructions, cooking instructions. Packaging should be kept simple and made to standout, ensuring there is no compromise on legibility even with the existence of lots of information.
When a shopper views a product, it is never seen alone. From a viewing distance, there are several products arranged in many columns and shelves and it doesn’t take time to get the buyer distracted. The shopper sees a variety of patterns and a number of products. The design or pattern of the package should be attractive enough to attract the attention of shoppers. This is then they will go for a closer look. The product should be distinctive and appealing when on the shelf. In other words it should have a ‘shelf impact’ which plays a major role in marketing a product. Shelf impact needs to be tested in the designing stage.
To be successful packages need to have a strong personality or as it is often said an ‘authentic attitude’. It’s about good imagery and language that offers an engaging story rather than simply stating facts and appearing a bit boring or monotonous.
Any product packaging design concept needs to be flexible and should allow a convenient introduction of another product variation or line extension or sub-brand. Suppose a packaging is being designed for apple juice and the client specifies a certain design that features apples which look excellent. However, in a few months, the same client launches orange flavor. The brand remains the same. The packaging design should be such that variations are allowed easily and there is no loss of any visual appeal. Thus a good product design should always be made with future in mind. A visually systematic design needs to be created that calls for quick changes to product visual or similar information.
Packaging is successful only when there is practicality in the design. This should be related to size, shape and functionality of the product. It’s not just related to the wrap or the label but things like containers, boxes and carton should also be considered. The more practical it is, the better will be the sales. For example, when the famous brand Heinz, chose to turn the ketchup bottle upside down its sales soared. Customers simply loved it.
It is said that practicality is one of the most ignored parts of packaging design since clients prefer the tried and true route always, which means there is actually no opportunity for innovation.
Packaging design is a very demanding and large industry which is always on the lookout for designers who deliver originality as well as great sales performance. Packaging is considered to be the last message that a consumer sees and it’s the last opportunity to convince them about the product. Thus, clarity, authenticity and simplicity plays a very important role in successful product packaging.
Editor’s Note: This post was shared by a member of the Package Design community.
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