Good packaging stands out, seduces, is sustainable and reinforces the brand. Discover our 11 tips for effective packaging design, from targeting the target group and iconic designs to strengthening your brand and using sustainable materials. Also learn how to translate the physical and digital brand experience with technologies such as AR and QR codes.
Good packaging stands out and seduces, is sustainable, sales promotion and brand strengthening. We are happy to share our knowledge, experience and insights as a packaging design agency with you. Check out our 10 tips for good and effective packaging design here.
Good packaging is more than just beautiful; it's about enticing the primary target group to buy the product and, above all, to keep buying it. So always judge from the target group, not from the personal preferences of marketers and designers.
There are between 10,000 and 20,000 packages in a supermarket. Really good packaging is iconic and has a recognisable 'face'. They are unique and based on a 'big idea', such as the Coca-Cola bottle, which is instantly recognisable due to its unique shape and red label.
For more and more brands, packaging is the most important source of communication with consumers. The brand logo must be clearly stated and the packaging must match other brand expressions such as the website, promotions and store materials. Don't forget the brand story either.
An average package lasts 3 to 5 years. After that, a restyling is often necessary to be contemporary and distinctive again. Opt for a balance between modernization and recognition so you can engage new users without losing the current ones.
A good packaging design has the optimal balance between standing out (the shelf function) and seducing (the hand value). The shelf function must communicate the attractive offer within 2 seconds, for example through bold colors and clear photography.
After the shelf function, the hand value must subtly communicate the value and function of the product. This is possible due to the quality of the photography, packaging material and printing. Pay extra attention to details.
Products are increasingly being searched and purchased online. Make sure you also stand out online, for example with special interactive 3D packaging or online packaging with larger accents.
Make opening the package (unboxing) a party with surprising elements from design and texts. Packaging is an ideal medium for telling the story about the brand and product. Sometimes packaging also has an extra entertainment function.
More and more brands are opting for sustainable packaging. This can be done with less packaging material and easy to recycle mono-packaging. In addition, there is a growing range of sustainable packaging materials, such as compostable foil or organic inks.
10. Fulfill as many functions as possible
The more functions a package can perform, the better:
Nowadays, a brand is both physical and digital. Make sure that the packaging fits seamlessly with the brand's online presentation. Use technologies such as augmented reality (AR) to bring packaging to life with interactive elements. Add QR codes that direct customers to online video content or special offers. Create unique unboxing videos that customers can share on social media. Use packaging to guide customers to an interactive brand experience, such as an exclusive online community or game.
Packaging design is a craft that you don't do yourself or let a creative cousin do. To do this, you will go to an experienced packaging design agency. An iconic brand-enhancing design must also be producible. At our design agency, we work from the branding, using the digital brand book as a tool. An experienced agency has the knowledge and skills to create good packaging, from design to production.
