Whether consciously or subconsciously, package design has a major impact on the decisions we make as consumers. Apple is nearly as well-known for its sleek packaging as it is for its ever-evolving products. Or think of the iconic blue Tiffany box – something that communicates luxury immediately on sight. Or the red-and-white Campbell's soup can, which established its place in American culture long before Andy Warhol created his famous painting.
What you choose to put your product in may mean the difference between it flying off the shelves or it gathering dust. But before you get to the actual design of your packaging, there are some things you need to do first. From strategy to final design, here are the keys to creating the perfect package design for your brand.
So, you have a great product. Now what do you do? Before you even decide on packaging design, you need to determine your big-picture sales goals, target audience, and key messaging. Establish your marketing strategy so that you can make sure you're creating something that's as relevant to your market as possible.
Once your overall marketing strategy is in place, focus on the best way to reach your customers. Social media is a driving force, especially for younger generations, and if your packaging is Instagram-worthy, it can help you sell a lot more product. So think about the social media influencers who are reaching your target customer. What is their style or aesthetic? How can the package design of your product fit into this aesthetic?
One of the reasons Apple's packaging works so well is because it's consistent with the rest of the brand. From the design of the stores to the legendary Apple logo, consistency has served the tech giant well. Make sure your packaging is an extension of your overall brand and incorporates your logo and any colors or fonts that you feature in other marketing materials. The more cohesive your branding is, the stronger the impact will be.
A brand needs to communicate its voice and value in short, snappy copy. Enlist the help of a copywriter to help you conceive impactful messaging for your packaging that will engage your customers and add to their buying experience (hint: clever copy also makes it more likely to be shared on social media).
Of course, the final step is the physical design of the package itself. Bring all of your research and marketing materials to a package designer, so they understand exactly what you want. Working with someone who can do 3D renderings will help you visualize the final design and execute your vision properly.
Seeing your product in its final package is one of the most rewarding experiences of being an entrepreneur – it's your dream come to life! But don't rush the process –make sure you do all the work ahead of time to ensure that your packaging is relevant and impactful.
How did you find your perfect package design? What tips do you have for other entrepreneurs when they're creating their own packages? Tell us in the comments below!
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