Many manufacturers of truly quality products believe that packaging and
label design is of secondary importance, because the main thing is the unique characteristics
and cost of the product. In some ways they are right, but if there are
tens or hundreds of similar products next to the product, then the design comes
out on top.
In other words, it is the first time a customer meets your product "by
clothes", and it is the label or packaging that allows you to attract
attention and stand out from the competitive mass. Our article, we will tell
you what trends and rules exist in the design of this area, and talk about how
the process of developing and testing packaging and labels is going on.
The importance of quality packaging and label design
Packaging design plays an important role as it influences:
- frequency
of purchase of goods;
- gross
revenue;
- market
share;
- the time
it takes to return on your investment ROI.
Research has shown that it takes no more than 6 seconds for a consumer to
make a purchase decision.
Today in supermarkets the buyer meets with 30,000-100,000 items of
goods. Therefore, it is so important for a manufacturer to stand out from
competitors. When there are goods from a dozen companies on one shelf, and
some of them have already earned the trust of the audience, private label
chains, the design of packaging and labels turns into the only opportunity for
dialogue with the customer in the store. Do not forget about indirect
competitors, that is, products from other categories with similar consumer
characteristics. Let's say a person can buy yoghurt of your own production
or porridge for breakfast, but from another manufacturer.
Unfortunately, practice shows that today advertising has lost its influence
on buyers for black
mailer boxes, which it could boast ten years ago. The necessary
effect can be achieved only by investing tens of millions of rubles in
prime-time promotion on federal channels. A modern person is used to being
constantly surrounded by advertising, so he managed to develop a defensive
reaction. Many people try to avoid viewing ads, for example, by switching
channels or clicking the "Skip" button, if we are talking about
advertising on the Internet, not intending to waste their time and money at
this moment.
The situation is completely different if people purposefully come to the
store - they are ready to buy right now. They also look closely at the
design of packaging and labels, so it is important for a manufacturer to sell
as much of a product as possible without giving up such a chance to
competitors.
10 requirements for
packaging design
1. Simplicity and clarity.
The rhythm of modern life does not allow people to spend a lot of time
studying packaging. Therefore, the manufacturer's task is to help them by
making it easier to get to know the product. Avoid a lot of detail, make
sure you have as much space as possible for important product information.
2. Fonts.
Using unusual or custom-designed fonts can make a product stand out on the shelf. Free fonts or specially designed fonts can evoke an emotional connection and highlight product features.
3. Unusual colors.
It is no secret that each color provokes specific emotions, which is most
important when making a purchase decision. Designers today favor bold
colors and associations. It happens that it is difficult for a person to
remember the name of a product, but he remembers its packaging.
A good solution would be to use different shades of the same color when
developing packaging and label designs for a line of products.
4. Patterns.
With the right choice of these design elements, the packaging design becomes
colorful. Use a motif that reflects the essence of the brand - let's say a
leaf pattern is the best for eco-products.
5. Illustrations.
Each brand has its own history, features that distinguish it from other
products in this sector. You can tell the consumer about your product with
a story illustration. Thus, a brand image beneficial to the manufacturer
is formed and becomes integral.
6. Postal items.
Relatively recently, a trend has emerged to arrange packaging in the form of
a postal parcel. And such a trick attracts the audience, since many people
associate the package with travel, distant countries, souvenirs.
Sometimes postage stamps are used in the design of packaging and labels,
which differ depending on the region of production of the raw
materials. As a result, the customer feels that the product is made just
for him.
7. Transparent inserts.
An ordinary box does not allow you to view the contents without opening
it. And this feature does not suit most consumers, because it is important
for them to understand at the stage of purchase what the product itself looks
like. Therefore, manufacturers try to choose packaging with viewing windows,
allowing the customer to see the product and be sure of its quality.
8. Vintage.
For a long time, the design in this style does not lose its
relevance. The older generation, thanks to such packaging of the goods,
seems to be transferred to the days of their youth. Whereas younger buyers
are touching an era unfamiliar to them.
9. Naturalness.
The desire for a healthy lifestyle has now captured almost all
consumers. Many people try to buy products without harmful additives and
preservatives. Therefore, manufacturers focus on the naturalness of the
product using soft, natural colors in the design of packaging and labels.
10. Compactness.
People spend most of the day at work, training courses, training, but not at
home. This means that the packaging should be small so that it is
convenient to take it with you. Also, when designing, it is important to
remember the features of the product itself.
