Effective packaging design
There are many ingredients that go into effective packaging design. In this article, I explain the main ones and how you can use them.
Tell Consumers Your Story
People want to know exactly what they are buying, they want to know your story.
Consumers want to know where their food and drink have come from, who’s made it, what’s gone into it and what hasn’t gone into it. And you can’t rely on your ingredients list. You need to be explicit, informative, entertaining, and above all, engaging.
It can seem a little daunting at first but the following questions will give you a good start:
- Where are you from? Where is your product from?
- How did you get into producing it?
- What influenced you to do what you’re doing?
- What makes your product great?
- What is your production process? Is there anything unique about it?
Whatever your story, make it readable, intriguing and interesting. Add the right tone of voice and you’ll soon be engaging customers left, right and centre.
Introduce a Creative Twist
In effective packaging design, creative twist can provide a talking point and provide that much coveted form of advertising, word of mouth.
Creativity and wit can convert even the most tired and over used graphic elements into a playful image. It can stop people in their tracks, get under their radar, step quietly into their minds and produce a smile. This is an effective way to engage consumers. They see something, almost look away then look at it again because there is something there which grabs their curiosity. And when the penny drops and they understand what they are looking at they feel rewarded – they’ve got the idea, they’ve worked it out.
This process is important when designing effective communications because it helps to secure a place in the consumer’s memory. This in turn maximises the chances of that person telling their friends and family of what they’ve seen, over and above the product itself.
Target Your Audience
Who is your product for? Do they want value for money, or are they willing to pay more for quality?
You will already have a good idea of where you see your products being sold, whether it’s at the lower end of the market such as ASDA and Lidl through to the higher end such as Waitrose and Fortnum & Mason. If you are only targeting one then it’s worth thinking about expanding your range of products and aiming for the others too. You can then aim your quality product at the high end of the market and your value product at the lower.
By seeing how one product is selling compared to another, you can decide whether you want to invest in marketing for a low performance product, or concentrate on your best seller and phase the other one out.
It also means that you are tailoring products to different outlets, and therefore different buyers. You will be able to approach a more diverse range of purchasers with products they are more likely to want to buy.
Find a Niche
What Makes You So Different?
With such a proliferation of effective packaging design on the market today, it can be very difficult to find a niche for yours. But there are ways you can try to discover it:
- Repurpose. What are all of the ways in which a consumer can use
your product? Is there one that your competitors are not marketing their product under?
- Is there something unique about you or your organisation when compared
to your competitors?
- Is there something unique about your product itself. Do you have a unique mixture of ingredients? Is it the only produce of a particular place? You may want to try one niche or several. If you have the budget you could test out your niche on consumers with market research. Once you have discovered a niche which will work, you can then use it to drive your messaging on the pack and in your marketing.
Get the Right Marketing Tools
In effective packaging design, your chances of making a sale can be greatly improved with the right set of marketing materials.
If you are going to be in front of buyers, it helps to have marketing materials other than just your product and its packaging.
These marketing tools should communicate everything we have learned in this presentation: tell your story, introduce a creative twist, show how you target your audience (or audiences), and clearly state your niche market.
Your messaging and look and feel should be consistent across whatever marketing materials you decide to utilise.
Make the most of digital and printed channels. You may design a pdf which can be emailed and then produce a printed version of the pdf, which can be left behind with potential buyers.
It’s worth spending time considering what your routes to market are, whether printed or digital, and then creating a suitable marketing tool kit.
Talk to an expert
You’ll be amazed at how much useful advice you can get and how many mistakes you can avoid by having one quick chat with an expert.
So go on, pick up the phone and call me: 07793 317018.
Or read more about my packaging design service here.