Packaging is one of the most critical decisions for food producers. Packaging not only needs to keep the contents fresh and intact during shipping and on the shelves, but how it looks matters too. Attractive product packaging is essential for marketing and brand recognition. Emily Newton reports.
In the fast-paced world of retail, appearances matter. Studies show that 81% of consumers have tried something new because its packaging caught their eye, and 52% have switched brands because of new packaging.
Attractive product packaging makes something stand out from everything else on the shelf. As markets become increasingly crowded and consumers form strong brand loyalty, this becomes increasingly important. Aesthetic packaging can also cause shoppers to associate positive feelings and ideas with a product.
Shoppers can ignore unattractive packaging if they like the product enough, but they won’t try it in the first place if it doesn’t grab their attention. So while food freshness remains the primary focus of snack packaging, it is also important to be visually appealing.
How to Create Attractive Product Packaging
What constitutes good packaging will vary between products and target markets. Nevertheless, there are consistent considerations to keep in mind. Here’s how you can create attractive product packaging.
1. Align packaging with your brand identity
One of the most important factors in packaging aesthetics is maintaining consistent brand identities. The colors, text, typography, materials and design of your packaging should all reflect your brand values or those of your target market.
Minimal packaging with bold text highlighting ingredients can be ideal for healthy snacks and brands that want to embrace transparency. Alternatively, packaging with bright colors and sharp geometric shapes could suggest excitement, powerful flavors and a childlike sense of enthusiasm.
Start by asking yourself what your brand stands for and what is important to your audience. What sets this product apart from alternatives? All other design considerations should flow from the answers to these questions.
2. Choose colors carefully
Color is one of the most important factors when it comes to packaging design. Remember that different shades elicit different responses from customers. Red evokes excitement and fast action, while blue creates a more relaxed air, suggesting reliability and thoughtfulness. Buyers may not consciously notice these factors, but they will play a crucial role in purchasing decisions.
Also consider how the colors you choose work together. High contrast, which occurs with hues on opposite sides of the color wheel, will make things stand out and grab attention. While good for grabbing attention, some brands may prefer to use more muted shades to create an air of sophistication and maturity.
Keep in mind that specific color associations may vary from culture to culture. You might want to change your branding between different markets.
3. Consider the materials
You can also spread different messages through your packaging materials. Thin plastics and aluminum foil can bring out colors and make a product seem quick and affordable. Conversely, thicker and harder materials like glass and metal give products a luxurious and premium appearance. Exposed textured cardboard can give things a more rural, local feel.
Durability is another critical concern when selecting packaging materials. The world dumps millions of pounds of trash into oceans and rivers every year, damaging natural environments. As consumers become more environmentally conscious, they will prefer products with recyclable or biodegradable packaging.
Paper and cardboard packaging is important to 73% of UK consumers when considering brand sustainability. A third also rejected products due to unsustainable packaging, so this issue is growing.
4. Highlight crucial information
The attractive packaging of the product also depends on the words on the label. An effective package makes it easy for the target audience to understand everything they want to know about the product. What it is specifically varies by product and their target market.
Healthier food products should emphasize things like calorie content or nutrients. This could include large print telling shoppers how little sugar or how much protein in a serving. Conversely, flavors or the amount of food in a package may be more important if taste and value are the most important selling points.
5. Balance form and function
It’s also important to make sure that the aesthetics of your product’s packaging don’t interfere with its function. An unusual container shape may stand out, but if it seems difficult to open or manage, consumers may not want to buy it.
Convenience can go beyond the original intent of your packaging. If 63% of consumers prefer paper and cardboard packaging, it is because they can reuse them. If your product packaging looks like it could easily be put to another use, it may be more valuable to customers.
Attractive product packaging means different things to different audiences. However, if businesses understand their target market, they can refine these five strategies to create the most eye-catching packaging possible. They can then reach new customers, build brand loyalty and increase sales. [Photo by Kenny Eliason]
© 2022 European supermarket magazine – your source for the latest packaging and design news. Article by Emily Newton, Revolutionized. Click on subscribe register for ESM: European Supermarket Magazine.