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Hnad holding packaging mock-up at design table
Packaged to sell
14 Packaging TipsWhy packaging matters
It’s no surprise that clever packaging design can help make or break a sale, especially when most consumers need to make quick purchasing decisions. Packaging design that catches the consumer’s eye and relays the right messages and information, will help differentiate your product from the competition.
At the same time, appearances aren’t everything. Form and function are equally important in packaging design.
A package must protect the product it contains, while maintaining its form and strength right from production through to its transportation and storage. If the package doesn’t arrive in pristine condition at the point of sale, you can jeopardize all those efforts that went into the design and tarnish your brand reputation.
How to gain a competitive advantage with your packaging:
Dare to be different
Generic design may be a safe bet but when everyone else is going for one look, you might want to consider another. If your competitors are all opting for black and white, splash on some colour or foil and shake things up a bit. Differentiate your packaging design to help your brand stand out among the competition.
Can’t resist
Attractive packaging can trigger more intense brain activity that motivates consumers to make impulse purchases. It also triggers activity in those areas of the brain associated with rewards. On the other hand, unattractive packaging can stir up negative emotions, so do everything possible to avoid that!
Have fun with it
Adding humour to your product packaging will attract consumers to your product. A light touch in the packaging design helps you create a friendly relationship with them. Creating a package that is fun to use can generate sales too, so go ahead and have some fun.
Shapely boxes
Your packaging box doesn’t have to be square. Make it round, triangular or any other shape. It can come with smooth edges, sharp edges or various corners. Just ensure that the shape of your packaging supports the function of your product – and protects it too.
Reusable, recyclable
Your product may be recyclable, but that isn’t enough for today’s conscious consumers. Make sure your packaging is also recyclable or reusable to ensure that your brand is taking sustainability seriously.
A work of art
Make your package so appealing that people want to hang onto it, show it off in their homes or offices – and maybe repurpose it.
Creative consumers
Encouraging consumers to customise their own package increases their engagement and involvement in the brand. Enable consumers to upload a photograph or a design of their choice that they can apply to your package.
Collect them all
Offer product packages in limited editions or collectible versions that consumers can’t resist. It could, for example, include packages decorated with a designer’s different artwork or having each member of a football team illustrated on a unique package. Who wouldn’t want to gather the whole collection?
The packaging ceremony
Instead of tugging a package open, turn that moment into an exciting experience. Layer your package or go for sleek, compact and practical packaging that is as user friendly as the product inside and generate the thrill of unboxing.
14 Packaging Tips
Discover what other indie brands have achieved using Invercote:
Clean, inclusive beauty
For Chicago-based dome BEAUTY it was crucial that the packaging could stand on its own and accentuate their brand.
Read full storyCosmetics that stand the test
Smashbox Cosmetics is part of the Estée Lauder Companies empire. The packaging is an important part of the Smashbox brand.
Read full storyHear them roar!
Modern natural makeup brand All Tigers chose Invercote G to lower the climate impact of their packaging.
Read full storyHow to succeed with your packaging - step by step:
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