VistaPrint defines packaging design as the “creation of the exterior of a product. That includes choices in material and form as well as graphics, colours and fonts that are used on wrapping, a box, a can, a bottle or any kind of container.”
Packaging design goes beyond simply making an outer shell for your product; it involves understanding your target audience, conveying your brand’s story, and ensuring the packaging protects and preserves the product effectively.
Importance of Product Design in Marketing
Enhances brand visibility – Packaging design is a powerful marketing tool that helps products stand out on crowded retail shelves or in online marketplaces. By using distinctive colours, shapes, and graphics, packaging grabs consumers’ attention and invites them to explore the product further.
Communicates brand values effectively – Packaging design is an extension of a brand’s identity and serves as a medium to communicate its values and story. Consistent use of logos, colours, typography, and materials reinforces brand recognition and helps consumers connect emotionally with the product.
Provides brand and product information – Effective packaging design not only attracts attention but also informs consumers about the product’s features, benefits, usage instructions, and safety details. Clear and engaging presentation of this information helps consumers make informed choices and reduces confusion or dissatisfaction.
Elements of Packaging Design
Name and brand identity – The name or brand displayed on the packaging is crucial as it draws consumer attention, makes the product easy to remember, and helps differentiate it from competitors.
Shape and form – The shape and structure of packaging influence both aesthetics and functionality. A distinctive shape can attract attention and make the product easier to find on shelves, while ergonomic designs improve user comfort and handling.
Colour – Colour helps attract attention, differentiate products, and communicate brand personality. The right colour combinations can influence consumer perceptions and buying behaviour.
Typography – The choice of font style, size, and placement ensures that product information and brand messaging are clear and accessible from a distance.
Graphics – Images, illustrations, and graphic elements on packaging draw attention, trigger purchase impulses, and aid memory retention. Graphics communicate product benefits and brand story visually, complementing text and enhancing the overall attractiveness of the package.
Material – The choice of materials—such as cardboard, glass, plastic, or eco-friendly alternatives—must align with the product’s needs and brand values. Material quality also influences the tactile experience and can impact purchasing decisions.
Reminders to Take Note of
A product must first and foremost be useful to its intended users. Unnecessary features or components that do not add value can distract or frustrate users, so focusing on usefulness ensures the product meets real needs effectively.
While it can be tempting to add many features, simplicity in function often leads to better user experiences. Overloading a product with too many features can complicate its use and dilute its core purpose.
Make sure to maintain consistency in design elements, as it helps build familiarity and trust. It reduces cognitive load by making the product predictable in a positive way.
Create prototypes early to test functionality and design concepts. Iterative testing and refinement help identify and resolve issues before final production.
According to BusinessDasher, around 72% to 74% of consumers say that packaging design affects their buying choices, making it one of the most influential factors in the decision-making process. So, don’t forget this important ‘P’ in marketing to attract consumer attention, drive sales and build lasting brand loyalty.
