Packaging Design

WHAT WE DO

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We create packaging that performs for your specific business. Our packaging designs are unique to your selling channels, market demands, retailer requirements, production needs, and any other needs you may have. In the process we help enhance your brand, fuel growth, boost market awareness, help you enter new markets and meet your business objectives with packaging as aesthetically-pleasing as it is functional.

Quality packaging is a crucial part of the whole sales process. From capturing initial interest to displaying key attributes and highlighting directions for correct usage, packaging design has to be attractive but also effective.

Packaging is one of the key marketing areas

It triggers sales and reinforces brand awareness and your product’s purpose. Make sure your product stands out from the rest.

Companies put a lot of effort into their packaging designs, and for good reason.

Retail Packaging Design

While many consumers focus on the features and benefits of a product, the packaging often plays a large role in attracting sales and creating a perception value. As a manufacturing company, your products will be going up against many competing products on the retail shelves. That’s why ignoring packaging design can often lose you sales. Even if you have the superior product, your product can be outshined by competing products with better packaging.

Industrial Packaging Design

Most manufacturing companies look at packaging design as a pointless, unnecessary, and money wasting endeavor. After all, they create industrial products that are bought in bulk by decision makers that make a purchase decision based on cost, quality and customer service. But the truth is that packaging actually does matter. The right packaging backed by a quality product can give your company an edge over competitors that are offering similar products.

GUIDING PRINCIPLE

CREATE A PACKAGE DESIGN

Analyze Your Product

Think about your current customer base. What do your customers love about your product? What have they complained about? Make a list of needs your product has fulfilled, and also include a list of needs your customers have but that your product has not always satisfied.

Next, consider your competitors’ target audiences. How does a competitor’s audience differ from your audience? What can you do to reach them? One thing to note, however, is that you may not want to go for the same audience as your competitors. You might lose your loyal customers in your niche. It’s good to weigh your options.

List every single benefit of your product and then next to each benefit, write down the type of people who need those benefits in their lives.

Analyze Your Target Audience

Now that you have an idea of what your product offers and how it can fulfill consumer needs, you’ll need to create a better picture of your target audience. Once you have an image in your mind of your ideal customer, you’ll be able to design packaging to speak to them on a more personal level. In other words, develop a character in your mind who represents your audience as a whole.

You’ll want to have an idea of your target audience’s:

  • Age
  • Gender
  • Income and educational level
  • Occupation
  • Ethnic background
  • Personality
  • Attitudes
  • Interests
  • Values
  • Lifestyles

Don’t let this overwhelm you because you don’t need to overthink the details. This is just a general framework to work with. It will help you determine the emotional needs of your audience and what will drive them to purchase your product.

Know that you can’t always assume audience traits, either. Sometimes it’s best to interview real customers and find out directly what their needs and expectations are.

Determine How You Want to Connect

Once you have an idea of your target audience, you need to decide how you want to speak to them on an emotional level. How do you want to make them feel? How are you going to convey your company values to connect with customer values?

Here are some ways to approach your targeted audience with the intention to connect:

  • Make your audience feel like they belong to something bigger or to a specific lifestyle.You can probably think of some brands that have done a successful job at making customers feel part of a family. Apple, for example, has created a brand that people want to identify with.
  • Appeal to human need.Use Maslow’s Hierarchy of needs to inspire you. Those are:
    • Physical: Air, water, food, rest and health
    • Security: Safety, shelter and stability
    • Social: A sense of belonging, feeling loved
    • Ego: Self-esteem, power, recognition and prestige
    • Self-actualization: Development and creativity
  • Know what pain your audience is trying to avoid with your product.Also, know what pleasure they are trying to gain. This is what motivates your targeted audience to take action.
  • Tell a story.A simple image on a package can tell a story. A few words can tell a short narrative about who and what a brand or product is.
  • Express brand personality.Be authentic and passionate and let this shine through all aspects of your company’s image. Avoid clichés and stand out. People want to connect with other people, and they don’t want to feel manipulated. Keep your brand human and don’t oversell your product in images or words.
  • Use images rather than words to connect emotionally.The brain processes images much faster than words, and we remember images better, too. If you want to connect with customers in seconds, use imagery.
  • Understand how colors affect us emotionally and use them to your advantage.For example, red can be bold and alarming, and green can be soothing.
  • Speak to consumers on a primitive level.Use sharp imagery like triangles or arrows to make a point, curves to appear soft and friendly, and eyes to draw attention.
  • Make it fun and new.People love the thrill of novelty.

Overall, you want your product’s packaging to make a customer:

  • Stop and look
  • Curious
  • Attracted to your product, either aesthetically, emotionally or through sensory stimulation
  • Reassured — make sure your packaging communicates that your product is easy to use, easy to understand and is trustworthy.

There are many different approaches to take when it comes to reaching your audience, and it may be a simple matter of putting yourself in customer shoes and asking what would attract you and make you want to buy your product. It’s most important to remember that an emotional connection will sell a product more than anything else.

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