When you sell goods, of course you’ll pay most attention to the “actual” goods: the quality, the design, etc. However, most marketers know that product packaging is just as important as the product inside and that there are certain rules to product packaging.
A good product packaging can be more than just a package; it can also serve as a marketing tool that represents not only the product, but also the brand as a whole. However, there must be a balance to everything, correct? Despite the opportunity, don’t overwhelm yourself with only design – basic aspects that product packaging must serve should not be forgotten. What are the rules then?
Functionality and usability
Think of your customer when you design product packaging. If you sell certain product, there are certain types and designs of packaging that are simply not possible to use. If you insist on using the unsuitable design, it will give a bad experience to customer. Think of practicality: is it resealable? Can you easily scoop it with a spoon? Will the package fit in a shelf?
Also, the basic purpose of product packaging is to protect what’s inside. So it’s also important to make sure that use a good material for your packaging.
Customer wants to know what they are buying. While it’s a no-brainer to put brand name on product packaging, other essential information should also be put on a package. This may include nutritional information, side effects, even information on whether the product is sourced ethically.
Now, we can talk about looks. Having an eye-catching packaging design will increase the possibility of your product being noticed and bought by customer. Study your customer and research how to appeal to them. However, stay true and stick your brand and its core value and message to ensure consistency.