Every product that’s on the market, in some capacity, comes with packaging. Whether it’s a simple or an intricately creative design, packaging is an added element that catches the consumer’s eye before they even know what the product actually is.
Product packaging is the physical representation of the brand and it plays an important role in the decision-making process for consumers.
At Inventionland, we understand the importance of product packaging. Our 3D computer-generated package designs include everything from artwork and product labels to necessary dielines, bleeds and blisters. Thanks to our 3D innovation, we are able to build product packaging within days if necessary.
But, before packaging can be created, take a look at these factors that play a role in inventing eye-catching packaging.
Simplicity- Sometimes, a simple design can create a larger impact on the consumer than packaging that has a busy design. Let’s say, for example, a person sends a family member to the store to purchase a particular product. In order for the family member to recognize the product, the person has to describe the packaging. If they actually find it and come home with the product that the person described, that packaging has created a connection in a way that it is easily found among the other products in that category. The key to this approach is to make packaging simple, yet distinctive.
Against the grain- Simply put, make your product packaging different than the others. Product packaging allows a company to make their brand stand out amongst their competitors. Though one may think that brighter colors and other eye-popping graphics will work, that doesn’t always cut it. Creating a point of orientation on the packaging can help catch the consumer’s eye through attention-grabbing text, images and shapes that can trigger a certain feeling in the consumer.
Emotion- Product packaging that can make a consumer actually feel something is a great way to create brand engagement. It has been said countless times that many believe that decision-making is made in the subconscious. With that being said, your product packaging should speak to that part of the thought process. Packworld.com noted that packaging must make the brand desirable among its competitors in order to sell the product. On the site, the example of package structure was used. For instance, for lower-calorie food offerings, many are being packaged in smaller, slimmer packaging like Kellogg’s Smart Start cereal and their To-Go Breakfast Shakes. Through the packaging of these products, the consumer is able to subconsciously discern that this product, in particular, is geared towards those who want to start or maintain a healthy lifestyle.
As you can see, product packaging isn’t merely something that covers the product. It is actually just as important as the product itself when trying to stand out to consumers. Product packaging is an integral piece of the product development puzzle and companies far and wide go to great lengths to invent the most creative and eye-catching designs. That’s why, at Inventionland, we continue to create innovative product packaging for our clients’ products as well!
Copyright Inventionland 2014
Sources:
https://www.forbes.com/sites/onmarketing/2014/07/23/the-five-things-product-packaging-must-do/
https://www.packworld.com/package-design/strategy/appeal-subconscious-through-package-design
