Packaging design can make or break the amazing product you’re ready to launch into the market. Packaging is the home to what you’re selling so it not only needs to grab attention, but also be reflective of your brand and what you stand for.
We’re passionate about product packaging design here at Courtney Kim Studio, which is why we want to set the record straight. Here are a few things to pay attention to in product packaging design, plus some helpful do’s and don’ts to give you a nudge in the right direction.
Materials
We don’t need to remind you that product packaging can cause big problems for the environment – especially when it’s done cheaply and at mass scale. Be intentional about the materials you use. Why? Not only will it set your brand apart, your customers (and the planet) will thank you for it too.
DON’T: Put it all on the front of the pack
Consumers are far savvier than many people realise, so you don’t need to figuratively beat them over the head with your brand and messaging. Your product packaging is an opportunity to create a little mystery and intrigue about your brand, or, extend and amplify what you’re already doing.
Try not to feel pressured to put everything on the front of the pack – think about how you can use the shape, size and texture of your packaging to draw your customer in closer.
DO: Be sustainable (as a strategy)
It can be overwhelming trying to follow sustainable methods and use materials that are good for the environment. McKinsey recently reported huge shifts in consumer spending habits and younger generations are more sensitive to a brand’s ethical behaviour.
At Courtney Kim Studio, our priority is sustainability. It’s why we’ve gone to great lengths to establish strong relationships with quality suppliers and choose only the best materials for our product packaging design. Sustainability isn’t just a trend anymore – it’s a decision that can influence whether or not your product is bought and loved.
Design
If you’re anything like us, you love design. But this is where things can get tricky in product packaging. How much information is too much information? How do I fit everything on the box or bottle? These are questions to ask yourself when it comes time to put it all together.
DON’T: Overwhelm consumers with the nitty gritty
At every stage of the buying process, people will learn more and more information about your product. By the time they see the packaging, they may not even notice that custom pattern or quirky description copy.
DO: Embrace minimal design
Keep things simple – be kind to your customers and reduce their cognitive load as much as possible. What does this mean? Don’t overcomplicate it. Use easy to understand language and icons, plenty of white space and when you start designing, think about what information actually needs to be there, not just what will look or sound good.
Storytelling
Your brand narrative is one of the most prominent places where your customer connects into your vision and mission. As mentioned earlier, your packaging can act as an extension of your brand and should also represent your values, so it’s a fantastic opportunity to show the world what you’re made of (literally).
DON’T: Hide your product
Product packaging can become a distraction or overpower what it’s actually trying to sell. Loud patterns and colours, and the opposite, may dazzle people, but at the end of the day everything needs to be working for the product, not against it.
Don’t hide your product – you might like to give your customers a sneak peek by adding windows to the packaging. This demonstrates that you really don’t have anything to hide and can help to build trust with consumers (transparency is a value that translates widely, after all).
DO: Showcase who you are
Roll out your brand story in clever ways across your packaging, but tie it in directly to the product. If your brand is certified organic, use the appropriate badges. If you are family-owned, add that to your copy. And if your product has a specific target market (it should), research to find out what they value – all of that beautiful information can inform decisions that you or your designer make when undertaking product packaging design.
We specialise in cosmetic product packaging design and more!
We take a holistic approach to designing product packaging, including understanding consumer buying behaviour and applying principles of psychology to our design process. So if you’re on the hunt for one of the best packaging design studios in Melbourne, contact us for more information and to set up a call. Your product is worth the investment and so are you!