If you study the packaging that sells more than others, you will notice that those packs apply the less is more approach to their design. They have a way of communicating their message in a simple and clear way, without bombarding the shopper with excess information, bullet points and images. If you have too many elements on your packaging, try and combine elements to free up space. Another useful tip is to know your USP (Unique Selling Point) compared to your competitors, emphasize your USP and put all the other jargon elsewhere on the pack. After all, it’s really the only thing that the shopper is looking for.
Packaging creates a barrier between the shopper and the product, which can be frustrating for customers who wants to see what they are paying for. We are curious by nature, especially when we are paying for something – so remove the fear of the unknown and show them if you can. Where possible, use cut outs so customers can feel and smell the product, use windows for them to see, and where not possible use beautiful photography to showcase the product inside the packaging. By using these simple methods, you create a more interactive experience for the consumer that in turn builds trust and this ultimately leads to sales.
Remember the term “autopilot” from the first paragraph – consumers shop for the familiar products first, and subconsciously they look for what stands out as different as an option. This is your chance to grab their attention. In you want to be noticed, you are going to have to break the proverbial mold and confidently take a stand as a leader not a follower.
Make sure you understand exactly who you are marketing your product for and design it accordingly. Don’t fall into the trap of trying to be all things to everyone. Rather focus on the consumer you would like to attract and design your packaging to appeal to them. Have you ever stumbled across flavoured milk or yoghurt in the stores? The ones with all the cartoon characters are aimed at the younger ones, and the other more “serious” ones, filled with various claims, are aimed at more mature audiences. This is a simple example, but it should get the point across.
Look out for part 2 of this article to see what other strategies you can use, hope you enjoyed reading so far.
As published on: Brandpackaging
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