Packaging plays a major role in consumers’ purchase decisions, because the visual impact it creates on shelves and in window displays at the point of sale is decisive in whether shoppers like a product or not. After all, first impressions last, right?
Packaging design exists precisely to work on the visual aspects of this crucial part of a product, and it is essential to ensuring the product’s success and adding value to it. Does your company invest in packaging design?
Below, we take a closer look at the subject so you can find out whether your packaging design adds value to what you sell. Keep reading!
What are the main functions of packaging?
Beyond its obvious function, which is to package, there is much more to how packaging is made and used. Several other factors are tied to its production. Want to know what they are? Check out the main functions of packaging below:
- primary functions – the basics, such as protecting, containing and transporting products;
- economic functions – packaging affects a product’s production cost and final price;
- marketing functions – since it conveys information about the product, packaging has the power to spark consumer interest and can be leveraged in promotional campaigns;
- conceptual functions – packaging adds value to the product and helps build a brand’s image and communicate a company’s values;
- sociocultural function – it can express the regional characteristics and values of a company and its target audience;
- environmental function – part of packaging design is planning to reduce waste, avoid wasting both the product and the materials used, encourage conscious consumption, label recyclable materials, and so on.
What is packaging design?
Design is a very broad field of knowledge, full of possibilities, that delivers visual, ergonomic, functional and usability improvements. Packaging design is a branch of this professional field that serves the same purposes and always seeks to create strategies to achieve the best results.
The packaging designer is the professional who handles the creation and development processes and also understands logistics and shipping. For a project to succeed, it is very important that the designer works alongside the people who know the target audience, that is, the company’s marketing team. Together, they will find the most appealing, practical and functional solutions for customers.
Investing in packaging design is also important because most purchase decisions happen at the point of sale; in other words, many consumers leave home without knowing which product they’ll buy. So packaging serves as the final lever, attracting consumers with a look, convenience and quality that other products lack.
What should you consider to create great packaging?
There are many strategies behind packaging creation, which is why planning is important to add value to the product and help the company get where it wants to go. With that in mind, we’ve put together some aspects to take into account when planning and producing packaging. Read on!
Brand visual identity
Before launching a product line, it is essential that the brand’s packaging be designed as a whole and form a consistent visual identity. That way, each package will be recognized as part of a larger family, and consumers will be able to identify the brand easily.
Competition
To stand out from competitors, you need to do a lot of research and know what is being done in the market (both domestic and international), understand what works and what doesn’t, and get familiar with the packaging solutions being developed by industry leaders.
It is also essential to listen to your audience to understand their real needs, desires, preferences and expectations, which helps shape the product development process.
Creativity
Creativity is a cornerstone of product design because, as we mentioned, purchases are often made on impulse, and consumers choose the product that catches their eye the most. Market innovations, the use of technology and unexpected materials, for example, are great opportunities to stand out with more attractive, higher-quality packaging.
Opportunities to create interactive packaging
These days, one of the smartest ways to make your packaging stand out in the market is to design it to interact with the product or with the consumer. For example, Trident created a package in which the gum pieces form the teeth of a mouth printed on the packaging. Its sense of humor won customers over and, through a tagline on the package, it helped convey the message that the product doesn’t harm your teeth.
Collaboration
One of the basic requirements for a successful project is getting to know the manufacturer that will produce your company’s packaging. This helps avoid very common problems caused by poor communication between the two parties. Plus, new technologies reach designers through manufacturers, so working together increases the chances of finding the best solutions for your packaging.
How does your company benefit?
Besides boosting a product’s sales, investing in packaging design helps the company save resources. That’s because designers always keep up with the market and know the best materials, finishes and other elements that can affect the final cost of the packaging.
These professionals research how to make the most of materials and how to choose the ideal packaging format, and when they come across something that doesn’t have a ready-made answer, they go back to research to find the best path for the client. As a result, the initial investment across the entire production chain pays off much sooner than expected!
By now, there’s no doubt that investing in packaging design is essential to building a positive image for your brand and increasing profits, right? Creative, authentic packaging is what sets a brand apart in the market, and only a qualified team can help you achieve that goal!
Did you enjoy this post? Then leave a comment below with your thoughts, and be sure to tell us about your company’s experience with packaging design!
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