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21 Jun 2017

4 Tips for Designing Product Packaging

4 Tips for Designing Product Packaging

So you have the perfect product – now how do you persuade consumers to buy it? One of the biggest ways to appeal to your audience is with your product packaging. The packaging essentially sells the product, because consumers often can’t test or use the product to assess the quality before buying. This means that an amazing product with unattractive packaging probably won’t do well, while a bad product with appealing packaging will fly off the shelves.

Packaging is particularly important in a competitive market, when consumers have a wide range of similar products to choose from. If there is little separating certain products of the same price, it may be the colourful and stylish packaging which wins over the consumer.

With this in mind, take a look at these four tips to consider when designing your labels or packaging for a new product.

Make it relevant

The most significant element of the label or package design is relevance. Think long and hard about your product and what colours or images should be associated with it. Also think about your brand and how your story can be told along with the product packaging – but prioritise the purpose of the product first. For example, an organic soap or cosmetic product might use a simple, earthy colour and the image of a leaf. It has to be relevant to appeal to customers looking for a particular product.

Texturize

Many companies have great, colourful designs but fall short on the texture. What material should your product packaging be made out of? Perhaps you just need a recycled paper label, or do you need a sleek sticker or cardboard box? Of course, you’ll also have to consider the environmental impact of the packaging you choose and try to limit waste. When it comes to product labels, you can choose from a range of materials so it’s a good idea to feel them all and decide which texture best fits the product.

Typography

There is a current trend for modern and stylish typography on products. Most of the time you can win over consumers with a good font and product description – no need for images or fancy patterns.

Colour palette

Be very careful when deciding on which colours to use for product packaging. Different colours evoke different emotions and associations, so don’t just choose shades which you are drawn to. Most of the time, it’s best to keep it simple and use as little colour as possible. Black and white designs suggest a luxurious brand and high end product.

Get in touch to discuss your product labelling needs!

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