Designing your packaging is not as simple as it seems – there are a lot of things to keep in mind. The key to good packaging is not only to consider the product, but to take a look at it from your customer’s perspective. It is, after all, your customer who has to be convinced and be attracted by it. Here are the three golden rules to keep in mind to ensure that your packaging will grab your customer’s attention and stand out on the shelves.
Imagine the customer walking through the aisle
You’ve been to supermarkets and you know very well that each product is competing with the other. Furthermore, you know that as a customer walks through the isle and observes the shelf, they don’t notice details – a shelf of goods can look like a mosaic of colour and shapes from some distance away. A product is never seen alone; it is always surrounded.
To fully understand what impact your packaging design must have, it pays to go to the supermarket to the aisle where your product will be placed. If you’re selling cat food, go to the aisle that sells pet food. If you’re selling ketchup, go to the aisle that houses the condiments. Notice the colours and the labels of competing brands. If you want to stand out, you may want to use a different colour or different shape of packaging.
An effective packaging does not have to contain very colourful images and exciting words to attract the customer. With candy and other products that are aimed at children, a fun and exciting logo and drawing may be necessary, but other products such as tea or pasta tend to keep it simple and let clarity speak for itself. Sometimes a simple label is more than enough, especially if customers can look inside or through the packaging (as is the case with plastic bottles or boxes). If that’s the case, let the product speak for itself.
Add a practical element to it
If you’re selling your product in a box, then make sure it is easy to open the box and store it on a shelf or in a cabinet. If you sell a product that needs to be kept in the refrigerator or in a dry area, it might be a good idea to have a re-sealable component to it so that the product stays fresh. Your packaging must also be practical – think of the Heinz ketchup bottle that can be stored upside down.
Designing good packaging is exciting but can be tricky. Have your customer in mind. If you’d like more expert information about how to make your packaging stand out on the shelves, turn to www.labeller.co.uk.