Although the average consumer might think that they shop based on logic and practicality, this is not true. When faced with product choices on a shelf or e-commerce page, a lot of subconscious thinking goes into choosing the right product. Even if people say they are “browsing”, these choices can be made in seconds.
In a fraction of a second, people can choose products subconsciously.
A good packaging design will understand consumers and allow them to feel confident that they are making rational decisions, while still appealing to their emotions, cultures, preferences, and other preferences. This is a lot to expect from a simple packaging design. But brands know that effective food packaging can make the difference between a product that succeeds and one that fails. These are the six key components of a successful packaging design.
1. Food packaging must be attractive.
The packaging design does not have to be the loudest on a shelf. However, it should stand out and communicate the essence of the product’s selling proposition. All shapes, colors, orientations, and textures play a role. Even brands that are known for their elegant and understated packaging designs can make them stand out due to their elegant or understated nature. Paper food packaging, for example, can be made to look luxurious and sophisticated with the right colors, materials, and finishes.
No matter how simple or complex your food packaging may be, it should communicate your brand’s message to consumers. It should identify, protect, and market your product.
2. Your food packaging must reflect the brand and its purpose.
Even generic budget brands need to be clear about their products and purposes. They won’t be able to identify what they are. Although the budget brand might simply say “tomato sauce,” other brands need to make this clear to be able to design all other packagings. If they don’t understand the product, they won’t buy it.
Make sure you are clear about the purpose of the product. This is particularly important for first-time buyers unfamiliar with your brand.
3. Your packaging design should evoke emotions.
Memories are closely tied to emotions. Brand packaging designs that provoke emotions will be more memorable than those that don’t. It is possible to vary the exact meaning of these emotions. Brands appeal to people’s nostalgia, joy, and aspiration. Marketing that appeals to people’s emotions is better than marketing that only touts benefits and features. This is because long-term memories are formed by the emotional brain.
The packaging design uses puppies and kittens for a reason. Brands that invoke emotions such as happiness, aspiration, or sentimentality are more memorable.
4. Packaging design should strive for “iconic assets.”
Consider brand icons, which are widely recognized around the globe. Coca-Cola and Nike are two examples. Although not every brand is going to be iconic, packaging design should aim for that status. People will recognize a brand’s iconic design in new contexts (like a new flavor) more easily.
5. Food packaging should capture and highlight the benefits.
Clean labeling is a hot topic right now. This means that labels provide precise and condensed information about a brand’s products or services, such as the health benefits, guiding principles, environmentally friendly packaging, and social and ethical implications. Your packaging should clearly state whether it is recyclable or biodegradable. It should clearly state whether your product is low in sugar, organic, or plant-based. People care about unique product attributes.
If you are wondering what are thermal labels, they are labels that are made with a material that is designed to withstand high temperatures. They can be used for a variety of purposes, such as product branding or as labels for products that will be used in high-temperature environments.
6. Create your packaging for your target audience.
A bag of cat food would not include a picture of a dog. Brands must consider who their packaging designs will appeal to, even though designing for your target audience can be challenging. A packaging design could be tested to give the impression that it is “for women,” “for seniors,” or “for trendsetters.” This information is crucial. It’s time to refresh your package design if it doesn’t reflect your target audience.
Along with ensuring product quality and safety, packaging should also include necessary details like ingredient or nutrition information. Packaging design must appeal to consumers. There are often dozens of other products. As a key element of any marketing strategy, packaging design shouldn’t be overlooked. Brands that make sure their packaging meets all consumer demands will be able to outperform their rivals both online and in-store.
