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There’s a saying that goes “Don’t judge a book by its cover”. But when it comes to your products, what’s on the outside really matters.
Effective packaging design is a crucial element of any successful product strategy. It acts as the first point of contact between your product and potential customers. But packaging design is not limited to standing out and beating your competitors on the shelf. While eye-catching visuals can grab attention, it’s just as important to keep the product safe, easy to transport, and convenient to use.
Maintaining the right balance between aesthetics and functionality ensures that your packaging not only attracts customers but also enhances their overall experience with the product. This also makes the process from procurement to display more seamless and efficient.
Here are six best practices in packaging design that you can take advantage of to achieve both packaging efficiency and visual excellence.
1. View Packaging as a Component of Your Product
Many manufacturers focus on perfecting the product but leave the packaging decisions until the last phase. Last-minute packaging decisions can lead to branding inconsistencies, logistical challenges, and increased costs.
However, integrating packaging design best practices early in the process ensures it complements the product in terms of physical design, branding, and functionality. This allows for a cohesive design, thorough testing, and refinement before it reaches the market.
"Packaging should be seen as an integral part of the product, not an afterthought at the end of the design phase. Many companies make the mistake of thinking, 'Okay, now we need a box,' without considering how the product and its presentation will affect the packaging. But by incorporating packaging considerations earlier in the design process, companies can achieve better results."
- Kyle Welker, Structural & Graphic Designer, York Container Company
Your packaging is an essential component of your product, not just a container. With effective packaging, you can communicate your product's value and features clearly to help consumers make quick decisions.
Consistent branding across all packaging designs reinforces your brand identity. When every package reflects the same logos, colors, fonts, and messaging, it strengthens brand recognition and trust. This way, you allow your customers to identify your products on a crowded shelf.
It’s always good to remember that when buying a product, consumers want to know how it benefits them and solves their problems. Therefore, your messaging must be clear and focused on the value.
2. Incorporate Unique Visual Design Elements
The average consumer spends only 13 seconds to come up with a purchasing decision. When shopping in a store, your customers are exposed to hundreds of packages and hundreds of messaging— all of these vying for their attention! Make your packaging stand out by integrating unique visual elements and designs.
You can think beyond the box and incorporate creative packaging display trays that catch the eye and encourage consumer interaction. These trays could be designed to slide out or fold open to create a sense of anticipation and engagement as consumers explore your product. Use clear language your customers understand, while incorporating your unique messaging.
You can also add tactile elements, such as embossed textures or die-cut windows, to further enhance the sensory experience and make your packaging more memorable.
3. Adopt Sustainable Packaging Best Practices
Many consumers are more drawn to sustainable packaging. In fact, 82% of consumers across various age groups are willing to pay a premium for sustainable packaging.
Sustainability is a significant aspect of the corrugated packaging industry because it is inherently built into the product. Corrugated packaging often utilizes 100% recycled materials which makes it easier and more eco-friendly to produce.
York Container Company’s commitment to sustainability includes not only the materials used but also the production processes. We recycle water by capturing and treating it during production. We then are able to reuse this water in our process.
4. Ensure Consistent Quality in Production
Ensuring high standards at every stage of the packaging supply chain is essential to maintain reliability and meet consumer expectations. Consistent quality in product packaging design means every element, from materials to production methods, must be meticulously managed.
For instance, your choice of materials should ensure that the packaging can withstand handling, storage, and transportation without compromising the product's safety or integrity.
Advanced production technologies, such as precision cutting and automated assembly lines, help achieve uniformity and precision in packaging. This consistency also prevents defects and ensures that every package meets the same high standards to reduce waste and minimize returns due to packaging failures.
5. Select Appropriate Packaging Materials Carefully
Your packaging goes through a lot before it reaches the store shelf. It can be subjected to rough handling, varying temperatures, and potential moisture exposure. Your choice of material impacts not just how the packaging looks, but also how it performs under these conditions.
Paper used in packaging comes in different weights, with heavier paper providing greater strength and durability. This increased strength is crucial for products that require robust protection during shipping and handling to guarantee that they arrive in pristine condition.
However, selecting heavier corrugated box material, such as one with a 200 GSM fluting layer, also influences the overall cost and weight of the final product. Heavier materials often mean higher shipping costs due to increased weight. They may also lead to higher production costs.
It’s crucial to balance durability and cost-efficiency. Evaluate if your product needs extra protection or if a lighter material can suffice without compromising integrity.
6. Design for Practical and Visual Appeal
When designing your packaging, captivate your customers right from the start with packaging that’s not only visually stunning but also aligned with your brand identity. Use vibrant colors, eye-catching graphics, and high-quality finishes that resonate with your target market.
However, visual appeal should not come at the expense of practicality. Consider the durability and strength of your materials to ensure they can withstand handling, storage, and transportation. For instance, if your product is heavy or requires stacking, select packaging materials that provide sufficient support and protection.
Additionally, incorporate features such as easy-open mechanisms, resealable options, or custom design to enhance user convenience.
Make Your Product Stand Out with the Right Packaging
What makes your business packaging stand out from all the similar products on the store shelf? In a saturated market, the right packaging design can be the key differentiator that captures attention and drives purchase decisions.
Effective packaging not only protects the product but also communicates its value, aligns with consumer preferences, and reinforces brand identity.
York Container Company offers a range of custom packaging solutions designed to meet the unique needs of your product. Explore our business packaging solutions to see how we can help your product make a lasting impression!