Packaging
creating distinct product experiences
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around 1/3 of purchasing decisions are
BASED ONLY ON THE PACKAGING -
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2/3 of consumers said they had tried a product because they
LIKE THE PACKAGING -
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60% of consumers say the packaging is
AS IMPORTANT AS THE BRAND ITSELF
Packaging design is the connection of form, structure, materials, color, imagery, typography, and regulatory information with ancillary design elements to make a product suitable for marketing.
To put that into a simpler form: Your packaging is an element of your marketing strategy.
Your packaging could be the difference between a new customer picking your product from the shop shelf, or picking up that of your competitor’s. It could potentially win you a customer for life, or just as easily lose them. Consumers judge your product by its packaging before they ever get to find out what it can do, so you need to make it great.
What to consider when thinking of what your packaging should be
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Who are the people who buy your product? Your packaging needs to appeal to them on a visual and emotional level.
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Where will your packing appear, both online and offline? What products is it likely to be next to? Your product needs to be remarkable, so keep this in mind.
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Sometimes this is dictated by the product itself (e.g. soda in cans or bottles). Often, however, you must make a choice. Will your packaging be made from sustainable materials?
