Any person, finding himself in a store or supermarket, is forced to make a choice among hundreds of names and colorful labels, in this variety it is difficult to choose something if a certain brand of product is not required for sure. The first task of any packaging is to grab the attention of a potential buyer, to attract a glance in his direction for some fraction of a second, while he is looking around the shelf with goods as a whole. If the packaging immediately arouses interest and a desire to consider its product in more detail, then the first task is completed. The fulfillment of this condition ensures the building of the relationship of the product with the client, involving him.
When the product has captured the attention of the buyer, it is in his hands for a closer and more detailed study. At this stage, acquaintance with the product begins, which can take quite a long time. Acquaintance consists of two factors that affect a potential buyer: visual and functional. Each of them is of great importance and allows you to gain loyalty and later the client's trust.
Elements of the emotional component include packaging design, color, shape, illustrations, selected fonts, etc. Thus, a certain visual image is formed, designed to evoke an associative array. For example, the design of the packaging of mineral water always emphasizes the theme of suitability, and expensive alcoholic drinks very successfully exploit the theme of status and age-old traditions.
The elements of the functional component include the information that is written on the package. That is, the semantic load inherent in the text design of the product. From this information, the consumer can learn about the composition of the product, the presence of preservatives or certain substances in it. Despite the fact that such information is purely technical in nature, its correct presentation can significantly increase the credibility of the product. Development of packaging design always means bringing to the fore the information that will most profitably present the product at the stage of acquaintance. Quality that is beneficial to the manufacturer always prevails in the foreground, are marked with catchy fonts and are highlighted in color.
Conducting a "dialogue"
If the product has caught the attention of the buyer at the stage of acquaintance, then the next phase of the development of this situation is the so-called dialogue. Conventionally, the buyer who purchased the product conducts a dialogue with him through further consideration and noticing all the new details in the packaging and design determines whether he likes it or not. The creation of a packaging design taking into account this stage allows the buyer to find interesting details on the packaging itself that were not visible at the stage of acquaintance, it can be both the history of the brand and interesting facts about the product, or historical facts. These seemingly insignificant little things allow building a dialogue with the buyer, increasing his loyalty.
The main function of this stage is to communicate with the end consumer by revealing interesting details. It is at this stage that the customer's confidence in the product increases, which makes it possible to turn a casual buyer into a regular consumer.
Increasing brand awareness
In case the packaging design is calculated correctly and the buyer purchased the product. We can say that we managed to build a dialogue with the buyer. This stage can be considered successful if the consumer wants to re-purchase the product.
When re-buying, the client may pay attention to other features of the product that he did not notice before. And visually on the store shelf, he will already be looking for packaging in a familiar shape and color scheme.
This is the final stage of a set of packaging design functions - individuality, visibility and recognition among a variety of similar products.
Correctly created and verified design is the key to the success of the product, which, with a high degree of probability, makes it possible to become favorites in the market of the same type of product.
How to create packaging that will help sell?
So what does it take to create a truly selling packaging design?
First, you need to be very clear about the answers to the main questions about the product:
1. Type of product - this includes all technical characteristics of the product for which it is required to develop individual packaging. And all this in the literal sense, since any, even insignificant, detail can subsequently set the very concept of packaging, thanks to which the goods will literally be swept off the shelves. Don't underestimate the impact of detail on this issue.
2. Determining the target audience - any product has its own audience for which it was originally designed. Agree, it will be ridiculous to sell fishing rods to housewives, or a mixer to an inveterate lover of extreme recreation. There will probably be sales, but there will be disproportionately few of them, since the original target audience is fundamentally wrong. In order to get the most out of it, you will need to draw up a detailed portrait of a potential buyer: who is our client, what interests, age, hobbies and much more. The more detailed the audience is determined, the easier it is to sell the product and sell in large volumes.
3. Places of distribution- the packaging must also correspond to the place in which it is sold, since on the shelf of a small store, a large supermarket, a wholesale warehouse of an online store, the perception of goods by a potential buyer can vary significantly, which, in turn, will be significant influence sales.
The packaging design can be completely oilseed for small stores and chain giants, since the mechanisms of influencing the audience in these areas are significantly different. In order to determine with a high probability the preferences of visitors in certain trading platforms, the best option would be to start ordering a number of marketing research in this direction. After that, the general picture of the market and trends will be visible, which can be advantageously used when creating packaging designs. Packaging design significantly affects sales, according to statistics, about 50% of potential buyers are ready to purchase a product only because of the design they like.
Main current trends
For today's consumer, in the foreground is a number of features that attract attention in the first place, their use allows you to create truly memorable packaging.
Simplicity - modern society is overloaded with streams of unnecessary information, and the simpler the packaging design, the more noticeable it is. Most people simply do not physically have time for a thorough study, since there may be more than a dozen such products in a niche, and it will take an unreasonably long time to examine each in detail. All that is required is a minimum of details, only the most important product information that you do not need to look for.
The right choice of fonts – a great majority of people with the help of modern marketers have already formed a stable representation that causes clear associative chains when they see a certain font. A scrupulously selected font will be a big plus at the stage of getting to know the product. For example, the use of curved and flowing lines in the name of a product and the description of its properties is strongly associated with something natural.
Bright colors - color solutions in bright colors, or a harmonious combination of several colors, can increase brand awareness already at the stage of visual acquaintance with the product. According to statistics, more than half of buyers are looking for goods on the shelves based on their color perception. And if we talk about the stage of re-purchase, then in almost 100 percent of cases, the buyer is looking for familiar colors from afar. Vibrant color gradients are also in vogue.
The use of patterns in the design of the packaging - the pattern allows you to complement and enhance the perception with the right selection. For example, if the products are of plant origin, then the pattern of the plant composition will only enhance the impact on the client, increasing his loyalty at the first "acquaintance". Taking into account modern trends in favor of a healthy lifestyle, all natural causes quite a lot of interest, especially among young people.
Use of illustrations - depending on the product, themed illustrations can be used on the packaging, which can show both the history of the brand and contain useful tips for using the product. The plot illustration on the packaging is a great way to convey to the client the atmosphere in which the product is made. Illustrations can show both the production process and tell interesting stories about the product, or present little-known facts.
Creation of viewing windows - any buyer is interested in how the product itself will look and not its packaging, for this it is a good step to have viewing windows in the package, which allow you to fully or partially examine the product without violating the integrity of the package, and without having to purchase it. Such openness in relation to the client is perceived on a subconscious level and allows to increase both attracting attention and loyalty at the stage of "dialogue".
Registration in the form of postal items is one of the latest trends, registration of packaging in the form of a parcel or an envelope with postmarks and related attributes. It works quite effectively on products associated with distant countries. For example, we strongly associate coffee with hot, distant countries, and the design of the package in the form of a postal envelope and a parcel with stamps of South African countries will only enhance the effect of the corresponding perception.
Vintage style of packaging - allows you to attract a mature audience, packaging is decorated in the style of goods produced in the 50-80s of the 20th century. Such packaging not only attracts the attention of older people who have a certain nostalgia for that time, but also gains popularity among young people by allowing them to touch the history.
Naturalness of products is the main trend of recent decades, which has been successfully used for quite a long time by many trade marks. At the same time, it does not lose its relevance now, and the increasingly developing industry of eco products and goods only contributes to this. Healthy lifestyles are in vogue right now and should not be neglected for marketing purposes.
Mobility - for small goods, the ideal solution would be to abandon bulky packaging and create a compact box. It will be easy to carry with you at all times and transport if necessary.
And of course, taking into account the individual characteristics of the product itself is an integral factor, since a design solution that works perfectly in the case of an aqueous product can have the opposite effect when implemented for another product.
Label design creation
It is not for nothing that the label is called the face of the brand and an essential part of the packaging as a whole. Modern trends in the development of labels for products are the maximum information content with the highlighting of key points. So, in addition to the wishes of the customer and the flight of thought of the designer, the label must, without fail, contain information about the manufacturer, the composition of the product, and so on. These standards are approved by state regulations and there is no way to refuse them, but you can beat them beautifully. Presenting the end consumer with information that fully meets the current legislation, and at the same time has an original design.
The modern design of the label is harmoniously placed in a small space 3 sides of information providing complete information about the product:
- information required for application is composition, expiration date, barcode;
- logo - the face of the product, under which the end customer will remember the product;
- additional information about the manufacturer - allows you to favorably emphasize the features of production.
The right combination of all these elements can significantly increase the client's confidence and win his loyalty. The client, having satisfied his interest with the product once, will come for a purchase again and again, giving him his preference among other things being equal. At the same time, it is important to remember about the social factor, since a satisfied client can recommend products to his friends or acquaintances, which will bring another additional client. This chain can be quite long and the viral factor should not be underestimated.
The presentation of information must be strictly structured. The following well-established scheme is distinguished in the modern design of labels and packaging:
- An element that attracts attention;
- Brand name;
- The product's name;
- Product information;
This is only a generally accepted practice, but in each case, the priority of placing one or another information on the label can be individually considered.
What is the packaging design that sells? Short summary
In the modern trade industry, there are many standards that apply to one or another product, but the manufacturer is left with the choice of the packaging option, its design and overall weight characteristics.
A well-designed packaging style can raise sales to the skies, and a well-developed one, it would seem, is excellent, but without being tied to a specific audience, it will leave the product gathering dust on the shelves.
Attention to details
There are no trifles in creating packaging for a product, since every detail is important, it somehow works either to sell the product, or repels a potential buyer, or simply is a neutral element that does not contribute in any way to increasing the popularity of the product.
Determining the target audience
The image of the end consumer is the first thing to determine when developing a packaging design. Marketing research carried out for these purposes will make it possible to understand exactly how much the product is in demand, and in which particular market segment it will fit most organically. With this information, you can safely build a strategy for promoting the product and develop packaging that meets the general concept.
Don't be afraid to stand out
Standing out from the mass of monotonous products in a niche is one of the intermediate tasks for any product. Thanks to packaging, you can create the prerequisites for increased visibility of the product.
Packaging is a powerful marketing tool that can conquer almost any market.
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