Chapter 14. Packaging Design
Product packaging belongs to the category of carriers but stands out due to its special significance in branding. Customers interact with the product at a tactile level.
Let's divide the process of developing packaging design into three parts
1
Packaging material concept
2
Label concept and design
3
Preparation of the label layout for printing
The first, the most important
The weight of the packaging will determine the business's further logistical expenses, its size, and material—convenience for future use. You can't plan everything at the start, but you'll need to put in effort. In some cases, packaging serves a purely practical function, and some products are bought solely for their packaging. I read a study that claimed some women buy perfumes solely for the way they look on the dressing table.
The second stage
Involves developing the concept, which entirely lies in the realm of practicality, responding to the business's production process requirements, considering the balance between the label's cost and its visual appeal. Packaging design complements the overall brand identity system.
The third, technical stage
Involves turning the packaging design into a technical specification for manufacturing and printing. All the information required by legislation is added to the packaging: composition, standards, warnings, barcodes, and other necessary trading information. The product line may consist of 12 items, having a unified packaging design but with different names, product compositions, and application methods.
Given this, it's essential to understand that during the brand identity development stage, you can ask the designer to focus on the second stage—packaging concept and design. A comprehensive packaging design development is a separate business process, and I would recommend approaching it thoughtfully after completing the brand book development.
Also, it's worth mentioning that this aspect of branding has its professionals—people specialized in packaging design. Try to find those who already have experience in product branding.
Product branding is a vital component of a successful marketing strategy for companies offering goods and consumer products. One of the key aspects of product branding is the design of packaging and labels, which plays a significant role in communicating with consumers and influencing product sales. The design of packaging and labels is the first visual impression that a consumer receives about the product. That's why it's essential to pay special attention to their quality and attractiveness.
First and foremost, the design of packaging and labels should reflect the brand's values and identity. It should be consistent with the overall corporate identity of the company and convey its uniqueness. Colors, fonts, logos, and graphic elements should be chosen in a way that emphasizes the product's key attributes and creates an emotional connection with the consumer. For example, bright and vibrant colors can be used to attract attention and evoke positive emotions, while a sleek and minimalist design can be applied to convey a sense of premium and reliability.
The design of packaging and labels also plays a crucial role in competing on the shelf with other products. An attractive and unique packaging can distinguish the product among a multitude of similar items and attract the consumer's attention. It should be informative, clearly conveying the product's key features and benefits. Additionally, the ergonomics and ease of use of the packaging also play a role in attracting and retaining customers.
In today's digital world, packaging and label design is also important for sales on marketplaces. Buyers often browse products online, and an attractive and informative design helps to make the product noticeable and attractive in the virtual space. A clear and attractive product image on the marketplace web page can attract the consumer's attention and interest him. It is also important to take into account that the design must be adapted to various formats and sizes so that it looks attractive both on a computer and on mobile devices.
In addition, the design of packaging and labels can influence the buyer's decision. A bright, colorful and attractive design can evoke positive emotions and enhance the perception of the quality of the product. It can create a sense of uniqueness and differentiation of the brand in the market. It is important to take into account the preferences and expectations of the target audience and create a design that will be in harmony with their tastes and preferences.
In general, packaging and label design plays an important role in shaping the image and perception of the brand among consumers. It helps to establish an emotional connection with the audience, stand out from the competition and create a positive buying experience. When designing packaging and labels, it is important to take into account brand values, consumer needs and market requirements.
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