3 Tips to Create Beautiful Product Packaging

The Food Marketing Institute states that most supermarkets in the United States have about forty thousand different items. Products are differentiated by their price, manufacturer, nutrition labels, and their packaging. Graphic designers are some of the most important people in the marketing business. Whether your business product is grocery-related or not, strong graphic design will draw a consumer’s eye and increase your sales.

These are the top three tips that will help you create beautiful product packaging:

Clear Is Better Than Clutter

A clean, minimal design is always better than a cluttered one. You might be tempted to stuff intricate details and information about your product onto the front of the package. You might also be worried that a simplistic design won’t stand out from the rest. Put these worries aside.

There are two main questions people should be able to answer by glancing at your packaging:

  • What is this product used for?
  • What brand develops and distributes the product?

If it’s difficult to find this information at a glance, you probably haven’t designed efficiently. Either you’ve forgotten to put the most important information on the package, or you’ve overcrowded this essential information with heaps of non-essential information.

Customers don’t want to look at your product for more than a few seconds, especially if they’re quickly comparing it to other products. If you can’t pitch your product’s use in four seconds, you’ll lose their attention.

Consider Shelf Impact

When you design the packaging for an individual product, it’s easy to forget how the consumer will initially encounter it. If your product is sold in commercial retail stores, you can expect that it will be placed in bulk beside identical products. People won’t see the detail work on your label until they move closer. All they’ll see is the pattern that your design makes when repeated a dozen times.

Marketers refer to the appeal of your product from the shelf as “shelf impact.” Shelf impact should be tested with your designs before you settle on a final image. It would be horrible to have a beautiful, simplistic, original design; and then to discover that consumers never get close enough to view your hard work because your product doesn’t have enough shelf impact to pull them in.

You can test shelf impact by placing your product on a real shelf. Surround it by competing products or products that are likely to be near it in a retail environment. You’ll have to see whether the design stands out among the other product labels. Get a second and third opinion from other people — have them tell you which product in the display stood out to them most.

Practicality First, Aesthetic Second

So you’ve created a beautiful, simple label that showcases all the relevant information without over-detailing your product. You’re reasonably sure it stands out when placed against other products. Now you’ll need to consider the next most difficult part of the design: practicality.

Practicality has nothing to do with your label design or the product’s shelf impact. Instead, it has to do with the way you shape your product’s container to make it most practical for its use. For example, a ketchup bottle with the lid on the bottom is more practical than one with a lid on the top; it allows you to squeeze out every last drop of ketchup.

Package designers often overlook practicality aspects when they design their product lines. Consumers are liable to pick product shapes and functionalities that they’ve seen before. But if you are able to come up with an innovative idea, make sure that your first priority is the practicality. A cleverly shaped product is all well and good, but it will be a hindrance rather than a help if it interferes with your overall functionality.

Follow Us

Leave a Reply

Your email address will not be published. Required fields are marked *