The first and, therefore, the most important impression of the consumer will depend on the packaging design. The label is a link between the company and the buyer, so it must be informative and effective. It should be clearly visible on the supermarket shelf, and its appearance should correspond to the internal content.
Creative label design, convenient packaging or bright packaging material are the factors that ensure the success of the product and the brand as a whole.
Packing requirements:
Memorability and simplicity
The buyer does not have time to peer into the picture for a long time, consisting of a huge number of small elements.
original form
Compliance with this condition ensures the individuality of perception of any brand.
informative
When creating and developing a layout, this stage should be given special attention, since informative packaging gives the buyer the opportunity to get the necessary information about the product in seconds and quickly determine the degree of its compliance with their own requests.
Emotional acceptability
An important aspect of branding. As experience shows, most buyers, when choosing a product, are guided by emotions, and not by a rational approach. Accordingly, color and graphic solutions are of great importance.
Legal (patent-legal).
Checking the design in Rospatent (FIPS) and subsequent registration. After that, the customer becomes the sole owner of the package. Before ordering an original design, it should be remembered that it is important for a designer to be able to arrange the text compactly, to provide a stylish, complete look for the label. The verified presentation of information, the successful selection of fonts and colors always attract buyers.
What should be the packaging?
- Attracting attention.
- Informing about the product.
- Positive in terms of emotional perception.
What should be considered when creating a packaging design?
Cases:
«Miller» Beer brand
A task:
Competition project. Design a can of beer and an advertising layout in the style of "Miller" (limited edition for nightclubs).
Solution:
The design of the jar and the layout is focused primarily on active young people who spend their free time in clubs.
The design is based on glimpses of strobe lights, giving the "dance floor" the energy of tireless movement, depicting the versatility of night club life. The slogan "Miller go beyond" - "Miller beyond".
"Lemonade" Natural lemonades
A task:
Develop packaging for natural lemonades.
Solution:
To demonstrate the naturalness of the product, the label is made of a transparent shrink film, on which the image of a fruit on a branch is applied, as if it is immersed in lemonade. To reinforce the idea, the fruit is surrounded by bubbles. Warm colors were chosen for packaging, yellow and light yellow-green colors evoke a feeling of lightness, sparkling. The emphasis in the package is made on a photograph of a fruit framed by leaves. For the name, a font imitating handwritten was chosen, which gives the packaging emotionality.
"Ekoferma" Farm milk
A task:
Develop packaging for farm milk.
Solution:
Natural brand development farm products requires special attention. Packaging should emphasize the naturalness, lightness and freshness of the product. The developed milk packaging combines traditional and modern approaches. Thanks to the image of a cow, made in the style of "ink, pen", manual labor and naturalness are emphasized. The blue color scheme gives freshness, and the integral image of the cow helps to stand out and quickly count the goods on the shelf.
«Lampone» Syrups
A task:
Design creative packaging for raspberry syrups.
Solution:
The name of the product plays on the Italian word "Lampone" - raspberry, which is reflected in the series of flavors. The play on words is emphasized by the chosen form of packaging in the form of a large base light bulb with a spring spoon, and a detailed label with engravings of berries helps to convey to the consumer the mood of warm home comfort and inspiration.
"Orsky Meat Processing Plant" Premium stew
A task:
To develop packaging for premium line stew.
Solution:
They were hand-drawn and stylized in the engraving style of images of animals. The shape of the coat of arms was used to emphasize the stability and reliability of the products. On the front side of the package there is information that helps the consumer make a purchase decision: GOST, the highest grade and the year the meat processing plant was founded - 1938. Black was chosen as the main color. To highlight the brand of the meat processing plant, a red ribbon is used, which refers us to heraldic images.
"Russian catch" Fish and seafood
A task:
Develop trademark(name, logo) and packaging for seafood.
Solution:
We started developing the project more than a year ago, before the imposition of sanctions. Two concepts were proposed: "Russian" and "Norwegian" fish and seafood. We managed to guess the future trend and settled on the "Russian" concept. During the development of the name, about 300 variants were worked out. The Russian Catch was chosen as the final option, as the company will produce seafood in the territory Russian Federation, in the most remote and clean places of the Russian seas. The name emphasizes this feature, it plays on patriotic feelings and inspires consumer confidence. In addition, domestic products are tastier and healthier, because they are less processed.
Benefits of Z&G. branding:
development of non-trivial packaging;
international recognition;
result in the form of packaging that increases sales.
If you want to know the price of a new design or redesign of existing solutions, please contact Z&G. branding. Packaging examples are presented in the "Cases" section.
Reviews:
Thanks to Z&G. Branding" for the development of a label and corporate character for "Krokha" sausages. You justified our expectations and offered a quality product.
Popok Daria, Head of Advertising and Trade Marketing Department, Cherkashin & Partner
We work with all regions of the Russian Federation: Moscow, St. Petersburg, Yekaterinburg, Kazan, Chelyabinsk, Perm, Izhevsk, Orenburg, Buzuluk, Samara, Saratov, Nizhny Novgorod, Tula, Voronezh, Lipetsk, Yaroslavl, Ryazan, Penza, Tver, Vladimir, Kirov, Volgograd, Naberezhnye Chelny, Cheboksary, Ufa, Kurgan, Tyumen, Surgut, Novosibirsk, Omsk, Kemerovo, Barnaul, Krasnodar, Irkutsk, Chita, Vladivostok, Khabarovsk, Yuzhno-Sakhalinsk, Krasnoyarsk, Rostov-on-Don, Kaliningrad and other cities of Russia.
Representation in Europe: Germany, Dusseldorf - Aachen.
P.S. Don't put off until tomorrow what you can do today! Submit your application right now
Hi all!
Continuing the topic, today I will give a few simple tips, guided by which you can quickly and easily create such package design, which will not only compare favorably with competitors, but also testify to the professionalism of the designer.
Think back to your last purchase. Why did you buy this particular brand? Was it an impulse purchase or were you originally going to buy it?
Perhaps you bought it because you found it interesting. Let's say you need shampoo. But do you need a shampoo of this particular brand? This very shampoo in a shiny bottle that looks so expensive? No, you bought it because you want to feel successful and important, even if the quality of this shampoo is no different from those in the discounted shopping cart!
This is the task of packaging. It is the right and creative packaging that helps you sell products. It attracts attention, sends signals and directs the thoughts of customers in the right direction.
I know how difficult it is to distinguish your product from the crowds of competitors, so I decided to prepare for you 50 useful tips about how to make packaging interesting for buyers, and supplemented them with vivid examples.
01. Use graphic templates (patterns)
Use patterns if you need an inexpensive and high-quality packaging option. This packaging option is extremely simple, but at the same time it arouses interest due to the bright stripes in the background. The color palette gives the packaging a good quality, it really forms the image of the "American dream", and the instruments speak for themselves.
02. Use all available space
Use every available centimeter when making your packaging. For example, the inside of this box has a beautiful floral print. Instead of leaving them just white, the designer used a pattern that gave the box an exclusive look. It is not difficult to guess that the product that is in such a box also looks exclusive.
03. Don't be afraid of simplicity
Sometimes simplicity is the key to the soul of the buyer, and this packaging is a clear confirmation of this. Made from recycled materials and painted in brown tones, the package looks simple, and this impression is greatly facilitated by the images of feathers printed on it. Bright accents of color on the labels decorate the design and make it more modern.
04. Think about impressions
Think about what the customer does when they unpack your product. In this example, luxury slippers are shown as the product. Since they are intended for rich people, the shoes are packed in a beautiful bag, which, in turn, lies in a box. The buyer opens the package, sees another package inside, and only then gets to the shoes. The simple act of layering the packages gives meaning to the purchase, and it is easier for the customer to explain to himself why he chose such expensive shoes.
05. Addition to the product
Make sure that the packaging design complements the product that is inside. This packaging looks simple and natural, just like the product that lies inside. You see everything you buy even before you give money at the checkout, and this creates the impression of openness and even pride of the manufacturer for his product.
06. Fool around
If you have the opportunity to make playful packaging, do not miss it. This packaging looks simple and at the same time extremely funny. The picture on the packaging seems to interact with the product, but at the same time does not overshadow it. The colors of the packaging are beautifully combined with the berries inside, and the behavior of a funny cartoon character, greedily eating them, hints at the quality of the product.
07. Be brave
Using colorful paints and unusual shapes is a guaranteed way to stand out. When creating the design of this tequila bottle, the designer used these techniques and turned out to be on top. The bottle looks unusual and funny and promises a lot of fun if you buy it.
08. Break patterns
If you have a lot of competitors, try to find a way to present your product differently than everyone else, find your own unique approach. The shape of this packaging for honey is completely different from the classic glass or plastic jar. In addition, it is made of wax. When the honey runs out, turn it over and find the wick at the bottom. Yes, you guessed it right, the packaging can be used as a candle. Thus, the manufacturer made his product absolutely safe for the environment.
09. Think about the process
If you think your product could make a beautiful gift, use it to your advantage. For example, this lemon liqueur was intended as a gift, and therefore packaged accordingly. White paper protects the glass bottle inside the tall cylinder. When you open the cylinder and start tearing off the paper, you immediately get the feeling that you are unwrapping a gift.
10. Use styling
It is not necessary to make illustrations and graphics too realistic. If you can style the image and apply it to the packaging as a texture, then do so. This package has a simple image of a head and hair. The hair "entangles" the entire box, creating a unique pattern. At first glance, it is not clear what these patterns are, but if you look at the entire package, you will understand that these are flying hair.
11. Don't limit yourself
If your product looks best in a certain type of packaging, don't limit yourself to standard ideas. For example, this soap looks best in a box, but instead of a regular box that opens on one side, the manufacturer packaged it in a box that opens like a jewelry box. An unusual box with a lid makes the soap unusual and interesting, and then it can be used to store small items.
12. Be modern
Modern, simple and graceful designs always attract attention. Use clean lines, simple flowers, and grotesque fonts to get the effect you want. Such packaging looks very fashionable and modern and immediately makes you want to know who owns this product.
13. Use textures
In addition to visual textures, use those textures that you can feel ... literally. Buyers take the packaging in their hands, which means that it is necessary to make sure that they use not only their sight, but also touch. The bottom of this insect repellent package has raised dots that fold into patterns. It is not only comfortable to hold, but also pleasant, and the dotted textures at the bottom blend well with the pictures printed on the top of the bottle.
14. Be bright
If your product is a bright color, use that to grab attention. Add bright accents to the packaging design, as the candy manufacturer did in this photo. The design of each bag uses the colors of the candy it contains. Please note that the product line looks solid, not fragmented, but at the same time you can immediately understand which package contains which sweets (without looking into the package).
15. Tell a story
If you can tell a story related to packaging, you are doing yourself a huge favor. People like stories, they like to learn something new, unknown. There is an extraordinary story behind the packaging of these socks. When you take out your socks, a bunch of cotton sticks to the lid, simulating a chimney. There were plenty of such pipes in socks factories in previous years.
16. Strive for the origins
Think about what your product is and display it in the package. For example, in the production of this line cosmetics simple, natural and pure ingredients are used. This is shown on the packaging. It looks simple and natural, the design uses natural brown colors that only emphasize its naturalness.
17. Be creative
You can make the packaging attractive, but if you can make the product itself attractive, you win twice. Take, for example, this milk soap. This is an ordinary soap made with the addition of milk, in its place could be any other rectangular soap. Apparently, the manufacturer also thought about this if he decided to turn his soap into a popsicle, thereby directly hinting at its milk composition.
18. Consider interior decoration
The outside of the package should be interesting, but what about the inside, which is where the product comes in contact with? If your item is made up of several parts, please arrange them separately. This yo-yo packaging has a compartment for each of the toy parts, and they are all beautifully stowed away. The colors of the parts match the color of the packaging, together they look organic and stylish.
19. Multifunctionality
If you produce environmentally friendly products, people will definitely love your brand. One way to achieve this is to take care of the multifunctionality of the packaging. At first glance, there is nothing special about these cleaning bottles, but if you touch them, you will realize that they are not made of plastic. They are… porcelain and might well become vases when empty.
20. Play with feelings
Try to touch as many of the customer's senses as possible with your packaging. With the example of this bedsheet package, we again see how touch can be influenced. Before being sealed, letters were placed in the package, which created an unusual three-dimensional effect. Such packaging is desirable not only to consider, but also to touch.
21. Give the product a voice
If you have a quality product, let it speak for itself. Do not wrap it in a shiny, useless wrapper. These high quality tights look great. Instead of hiding them in a box, leave them in plain sight so everyone can see how beautiful they are.
22. Limit Resources
Packaging costs money, this is a simple and understandable truth. If you can keep it as small as possible, do so. For example, these cords for musical instruments packaged simply and yet very effectively. The paper packaging is adorned with beautiful designs in gold, white and black tones that beautifully echo the colors of the cords themselves.
23. Let's take a look
When it comes to food products, the buyer is simply vital to see what he is buying. Who knows what is hidden in boxes and packages if there is no way to look inside? The box for these dog biscuits has a window, so you can see exactly what you are buying for your pet. You won't be in for a nasty surprise when you get home and open the box, and you can already tell that these cookies look delicious.
24. Strive for luxury
If there's anything people are willing to spend a lot of money on, it's liquor. Are you intimidated by the gigantic selection of liquors available in stores, don't know how to stand out from the crowd of competitors? Look, no one will pass by this liquor. It is packaged in an unusual box, comes with stacks and comes in neon yellow and pink. It seems to be screaming “Time to relax” and will be a great reminder of a well-spent weekend.
25. Limit Your Color Palette
Narrow your color palette for a cohesive look. The packaging designer for these rice cakes chose a maritime theme because their taste is closely intertwined with sea salt, spices and balsamic vinegar. Different shades of blue look great together, and blotches of orange add eye-catching accents.
26. Use the product
If the product can be part of the package, use it. For example, these shoes are packaged in wonderful bird-shaped boxes. Instead of just putting them inside the box, the designer decided to thread their laces through specially made holes, and now it looks like the bird is holding a worm in its beak.
27. Be trendy
Follow the latest trends to make your packaging more fashionable. The design of this beer uses an extremely popular font, and the manufacturer not only built his brand on it, but also borrowed the name. Now this beer looks simple, modern and even stylish.
28. Think outside the box
Forget talking about the packages in which your product "should" be produced. Water is usually released in plastic bottles. However, this water is poured into carton boxes. Yes, it's still just water, but it looks different than its competitors, which means it's sure to grab your attention.
29. Use an unusual design
Use your imagination, do something that is not expected of you. The name of this vodka is slightly different from the usual ones (Spine - spine), which spurred the designer on. Since the image of the spine is applied to the glass, it seems voluminous, three-dimensional, and this guarantees a simply stunning effect.
30. Be literal
If your product is made in a special way, try to reflect this in the packaging design. For example, this cookie is baked in the oven. So why not pack them in an oven-shaped box? This funny and unusual package is nothing like the usual ones, and the cookies in it seem like a real homemade treat.
31. Get close to customers
Is there any general idea that affects your products? Try using it in your packaging design to connect with your customers. This bottle is not only embellished with an extremely detailed label, but also wrapped in brown paper covered with funny stories and slogans. Everyone knows this unusual packaging, and everyone starts to laugh when they see this liquor.
32. Add a tactile aspect
If you have interactive packaging, people will love it. Let's say the package of Smirnoff vodka is made in such a way that it can be removed from the bottle like a peel from a fruit. Given the fruity aroma of this drink, this similarity looks even more natural and attractive.
33. Don't be afraid to be weird
Make people feel ambivalent if that's your forte. These juice boxes look, at least, strange. The resemblance to fruits is striking, there is an irresistible desire to examine them for a long time and carefully. One gets the feeling that you drink juice directly from the fruit, and this, of course, plays to the benefit of the manufacturer.
34. Use humor
If you add a touch of mischief to the packaging design, you will only benefit from it. If you make a customer smile when looking at your product, then why not? These brushes with painted faces look very funny. Agree, such brushes are simply impossible not to notice.
35. Don't be afraid to exaggerate
Exaggerate and embellish shapes, colors, and pictures if the opportunity presents itself. For example, the brand of these pillows has a bear as the main character (since the pillows are produced with the aroma of honey). Instead of just drawing a cute bear, the designer decided to depict him with his mouth wide open, filled to the brim with delicious pillows.
36. Turn your product into something else
If everyone is accustomed to seeing a given product in a certain light, this does not mean at all that it cannot be like something else. Be creative, experiment with the appearance of your product. Instead of packing tea in regular square bags, this manufacturer opted for "tea shirts" and even added hangers to them. Such a bag can be hung directly on the edge of the cup, which only adds to its functionality and aesthetics.
37. Show what the product is made of
Show what your product is made of with packaging. For example, Zen eau de toilette is made from bamboo. Instead of putting a print or image of their main ingredient on the bottle, the manufacturer decided to make a bottle in the shape of a bamboo. He got a real work of art that I want to show to others.
38. Inner beauty
People love beautiful things. They like to buy and use them. Here is another interesting example of a tea bag, only this time the tea bag is shaped like a bird. It sways beautifully in the cup, as if floating, and creates an aura of serenity and peace.
39. Be ridiculous
Be extreme, even to the point of absurdity. Here these Nike Air shoes are not packed in a box, they are packed - right - in an air bag. The manufacturer decided to be literal, and this is its advantage. Your hands will reach for these sneakers on their own, which means that the packaging has done its job.
40. Do something with the product
Use the product to fire your imagination, just make sure it matches what you're selling. These headphones are used to listen to music, i.e. musical notes. The manufacturer decided not to put notes on paper, but to twist them from the headphones themselves. Agree, this design option refreshes a boring piece of cardboard well.
41. Take risks
If you add a touch of spice to the packaging, you can expand the audience of buyers. The photo shows the most ordinary bread, but the packaging turns it into something completely different. In fact, this package promotes the prevention of breast cancer, and it does it well.
42. Shock!
Shock your customers. This cigarette packaging is shocking. But this cruel truth which all smokers remember when they light a cigarette. It may not be the best marketing ploy, but you will definitely get attention.
43. Push the boundaries
Choose an unconventional approach. If customers immediately understand what is in your package, then your idea failed. This vodka-gel is packaged in a tube resembling a sealant packaging. Buyers will definitely have fun moments when they squeeze it out.
44. Be aware of the situation
Try to understand why the customer needs your product. For example, why does he need these earplugs? The lid of the package is like the volume knob on a stereo player, when you twist it to remove it, it's like turning the volume down. In fact, it’s not the lid that muffles the sounds, but the earplugs, but what an interesting idea for packaging!
45. Explain the reason
Use the power of visual images. This package is for herbal aid for digestion. A target is applied on the reverse side, and when squeezing out the tablets, it seems that you are shooting at products that cause heaviness in the stomach. The slogan "Aiming for heavy food" is printed on the packaging, which only reinforces the impression of the effectiveness of these pills.
46. Turn packaging into something it isn't.
Let your product look like something else, just don't overdo it. Usually beer in cans looks cheap. This beer is also bottled in cans, but these cans look like special glasses for beer. The contrast between the lid and the rest of the can creates an interesting effect and gives the beer an unusual and appealing look.
47. Use the product to your advantage
Use the texture, color and shape of the product to your advantage. For example, this meat packaging uses real meat as the design element. The image of the animal printed on the packaging clearly demonstrates to the buyer whose meat he is buying.
48. Be compact
If you can reduce the package size, do so. The more compact your product is packaged, the easier it is to store and transport. These flash drives are connected to each other using a cardboard package, the size of which is no larger than the size of a credit card. It is convenient to store such packing in a purse. If you want to transfer a file to someone, just tear off the flash drive along the line of notches on the cardboard, upload the information and give it away. The manufacturer took the ad design with tear-off contacts as a basis and clearly benefited from this.
49. Highlight the essentials
Experiment with design, because you never know what interesting idea may come to mind. The Trident company produces chewing gum, and therefore decided to fold the gum pads ... teeth. And to make it really good, she added a funny mustache and beards to her lips. No wonder its sales are growing before our eyes.
50. Get abstract!
Take your product and wrap it in abstract packaging. Instead of filling the juice in ordinary small boxes, this manufacturer made the package in the shape of quarters of an orange and even applied a pattern to it that imitates the skin and pulp of this juicy fruit. If desired, a whole orange can be collected from such boxes.
Now that we've covered the endless possibilities for creating the most incredible, most creative packaging, you should be left in no doubt about where to go next. Your packaging can be comfortable, feature-packed, funny, or downright weird… The only thing that matters is that the more creative and attractive the packaging, the more likely it is that your product will sell.
In this article, we will analyze in detail typical mistakes that may arise both before the designer and before the customer.
So you've been assigned to design a package...
1. Failure to comply with the brief.
What is the right way to design packaging? Is it worth focusing on the brief filled by the client? Many look at the brief only to remember the name of the client or see the amount of the fee. At creative people there is a great temptation to ignore some details of the brief that seem boring and insignificant, and then hope that one way or another the client will forget about them too. Unfortunately, this happens extremely rarely. After all, the client, like an all-seeing eye, is watching your every step.
This usually leads to backfire when you have to go back a few steps and redo everything from scratch. And all the work that you have done before is not worth a penny, even if it is based on the most genious idea who has ever visited you. And most importantly, you lose the client’s trust, which certainly harms the business, and in the future it will be much more difficult to build relationships with this client, since subconsciously he is already disappointed in you as a professional.
2. Wrong approach to packaging design.
Some designers give up the minute they start working on a project. “Ugh, this would be such nonsense ... the client insists on this, on this, and there should be this, that, that ...", etc.
If you start working with the idea that the design is destined to become uninteresting and you will be ashamed to hand over such a layout, then this project is doomed from the very beginning. Some of the entries that have won numerous prizes in competitions have come from very restrictive briefs. On the contrary, each constraint is a way to show your creativity and resourcefulness of design ideas. Dare!
3. Grasping the mouse.
you decide to go the right way to make a package design: you have carefully studied the brief, tuned in to creativity, thoughts are boiling in your head, you run up to the computer...
Technological progress gives us an insane amount of perfect tools to digitize the flight of your thought. And that's the worst thing you can do. In fact, sketches were and still are the shortest route for an idea from your head to paper. And no matter how cool you are graphic editors. Sketches should be raw: a minimum of detail, quickly scribbled what came to mind so that the idea could be considered.
4. Follow public opinion.
There is such a strong opinion that the design of packaging must comply with incomprehensibly established norms and standards in its category of goods. For example, if we are designing a package for fruit juice, then in this product category it is considered the norm to depict a large picture of fruit. I beg you, it's predictable and boring! Challenge this stereotype without going beyond the product design genre.
Or you know that you have to follow certain rules, be in a certain format, try to go against all stereotypes. Although this may not always be appropriate, it can sometimes lead you to unexpected decisions.
5. Predominance of packaging style over content
Creation of packaging design. Don't be tempted to follow current trends. They are like waves in an endlessly changing sea of design. If you rely only on them, then sooner or later, looking back, you will realize that your design is no longer relevant. Only interesting ideas live forever.
6. Not just a pretty cover
When you think about it, structurally or graphically, it's very easy to forget that it's more than just a box on a shelf; it is a 3D object.
Sometimes, when the package design brief has certain restrictions regarding the fading of the package, you can creatively play out on other aspects. For example, at one time it was very popular to use original barcodes, catchy copywriting and creative icons. These are chips that are often
are overlooked, although with them the concept comes to life literally before our eyes.
7. Creating packaging design out of context
We do not always remember that our projects end up in the real world. They live in a tough competitive environment where it is not easy to win the love of the consumer. And in the store they are by no means on a white background. They are held in their hands, brought home. Successful creation product packaging design must anticipate the entire path from purchase to packaging disposal. Keep in mind what will happen to the product in the outside world. Only by considering all this, you can create something really worthwhile.
8. Packaging design for the award
Designing packaging to satisfy the designer's ego is always wrong. We all love to show off a little, but if you bet only on this, sliding into the brief, you will never achieve a great result. Try not to set yourself the goal of winning the competition without fail. Think about the customer and the consumer, try to create the most innovative solution for this category and the rewards will follow.
9. What battle to lose to win the war
Our business is very subjective, and clients are rarely visually savvy and sometimes their imagination is lame, but they are just people. Because sometimes you feel that the design process of creating packaging design develops into a constant struggle for the result. Remember, the secret to victory is knowing what to fight for. Trying to save precious kerning or piss off a client who stubbornly insists on pink will never lead to a conceptual victory. Sometimes you need to lose a few soldiers in order to win a war. Your willingness to compromise shows your flexibility and open-mindedness and helps build trust with your clients. It's always difficult, but try to step back from work and focus on what's really important. And maybe then you will understand how to achieve a great result, even if the kerning makes you wince.
10. Take work to heart
This may upset some, but what we are doing is far from an exact science. Design evaluation is very, very subjective. Our task is to meet the needs of the business, the client and the consumer, and not our own ambitions. Although, again, we love to show off. But we are lucky, we do what we love and we are paid for it. It is also worth reconciling with the fact that the result of our work in the long term will be subject to redesign, and in the short term it will go straight to the trash can. If you do not have enough sense of humor to perceive criticism objectively, then you are doomed to either burn out or be tormented by doubts.
Retail is a battlefield where brands compete for customer attention. And the packaging of the goods attracts this attention. The problem is that the package holds interest for only two seconds, and then the person decides whether to explore the product further or switch to something else. If the package design fails the two-second test, the competitor who knows how to present the product to the customer gets the advantage.
Less is more
In today's consumer culture, where the principle “the more the better” dominates, the idea that concise design can be very effective has been inculcated for a very long time. However, experienced packaging designers began to gradually embrace the Bauhaus philosophy in their work. The principle of “less is more” reduces the time it takes for a customer to evaluate a product’s features, so people quickly absorb the unique benefits of a product and relate those benefits to its price.
Under pressure from flashy packaging and visual bombardment of promotional items, the average shopper has only two seconds to study a product before being distracted by a competing product on the shelf. Therefore, it is very important to convey all the key information about the product in a concise form and convince the buyer to purchase it.
In order to meet this near-impossible requirement, designers often have to argue with marketing teams, study promotional materials, and browse catalogs of images created to promote a product. And all this makes sense, the only problem is that all the preparatory work was done in the quiet of the office and no one knows how the consumer audience will perceive the visual component.
The situation is complicated by the fact that the designer is dealing with content coming from 5-6 sources and each side is interested in implementing their ideas and each department wants to add something of their own to the “declaration of independence” of the product. By the time the designer has all the content he needs, he should have at least decided on the size of the main font, in order to be able to fit the input of all the commands into the space available to him. An experienced designer should also look for copywriters who understand how the “less is more” approach works in packaging design.
After all, the essence of this approach is expressed in the rule of two seconds. If the buyer is able to assimilate all the visual images and text content for such a short time, he subconsciously feels a sense of accomplishment and completes the interaction with the package. That is, the customer "understands" the product, knows what need it satisfies, and appreciates its simplicity. If this takes longer, the product is judged to be complex and incomprehensible, and attention shifts to competing products. Secret successful sales is to have time to get your product into the hands of the buyer before competitors. And this is where the “less is more” principle comes in handy, as it increases the chances of a product being selected first.
uplifting touch
Oddly enough, but packaging for the buyer is an obstacle, and unpleasant. This is what stands between a person and a product that interests him. If there was such an opportunity, then no one would use the packaging - after all, it is much better if the buyer can touch, smell and taste what the brand offers him. But alas, there are many restrictions related to health, safety and logistical problems. However, an experienced designer always strives to minimize the amount of interference that prevents the buyer from evaluating the properties of the product.
For example, by providing the buyer with visual contact with the product, through the transparent zones in the package, you can significantly increase sales, since the information received is enough for the buyer to understand what the product looks like, what it looks like and matches its appearance to what is presented on the packaging. If all the fears of the buyer are eliminated, it is easier for him to make a decision to purchase the product.
If direct access to the product is not possible, then you need to present it in the form of photographs on the packaging and try to make the buyer want to buy this product. Images should visually convey taste, color, smell, all efforts of the designer should be aimed at ensuring that the packaging interacts correctly with customers. The designer will challenge himself and do everything to make the packaging as invisible as possible. That is, to remove the obstacle.
Opposites attract
Standing in front of a shelf in a store, the buyer examines the goods standing there and at this moment a huge amount of information enters his brain. The visual scan time is estimated in milliseconds, which is very, very short if we consider the process from the point of view of packaging design.
The buyer's brain subconsciously searches for the right product according to two criteria:
- what he knows
- what stands out
In repeat purchases, shoppers are looking for a product they already know a lot about. They already bought it, they liked it and they want more. However, subconsciously, people feel that they would not refuse to purchase a similar product if its quality was even higher. And this is a chance for the packaging designer, because he has the opportunity to introduce the customer to the product, making it stand out from the competition. If a packaging designer knows how to think strategically, he immediately develops a design that does not compete with the design of other products in the same niche. It makes the product stand out rather than making it look like other products.
Unfortunately, all too often designers have to deal with inexperienced businessmen or indecisive marketers who have fallen into the trap of being like everyone else. The mentality of such customers makes them strive to meet all the current trends in the product category, instead of rejecting prejudices and confidently go to leadership. The desire not to stand out is very tempting, as it is safe. “If three other competitors use blue in their packaging design, then we should do the same,” the client thinks. And he's wrong. Product category leaders think differently: “If everyone uses blue, then we will use red.” Of course, all this is a simplification, but the principle is true. Leaders don't worry about where the competition is going, they have their own way, because they are sure that the chosen direction is the right one. Copycats are unsure of the correctness of their ideas and this will inevitably affect the design of the package.
Here is an example of eye-catching packaging. Customers are used to the fact that juice packaging is usually white with bright fonts and pictures. Making the packaging predominantly black is a bold decision; such a product will inevitably stand out from the competition. Whether it will become the leader of the product category is unknown, but the fact that buyers will notice it is for sure.
Met by clothes
The interaction of a buyer with a product on a store shelf is somewhat similar to an acquaintance in a nightclub or other public place. People get together and evaluate each other, look at appearance, mannerisms and pay attention to non-verbal cues.
All this is not enough to get to know another person well, but it is enough to get in touch. Evaluation process appearance subconsciously turns on when shopping in the store. Just as a young woman is looking for a man suitable for her age and personal qualities, the buyer is looking for a product that matches his needs and feelings.
If a person is looking for entertainment for one night, he dresses brighter, but those who need long-term communication will subconsciously choose clothes that are more modest. The packaging design is the same. No single product can meet the needs of all people. Ignorance of this causes inexperienced manufacturers and marketers to make mistake after mistake in an attempt to create a universal product. Very often in this case, the designer gets the task to create a package that will interest everyone. Even if it is known that the goods are mainly bought by women, such manufacturers do not want to alienate the male audience and require the creation of universal packaging.
This is mistake. A product that is created for everyone is often not needed by anyone, and experienced designers know this. For example, if the average age of the buyer is 18-30 years old and this is a woman, then you should take a closer look at the visual style of millennials. In this case, the packaging should be environmentally friendly and as natural as possible. If the target client is a man between 40 and 65 years old, then the designer needs to use large fonts, short and precise messages on the package, and more rigid containers. Such a product is perceived as stronger and the buyer will purchase it with great desire. Packaging must be designed in such a way that it fully complies with the requirements target audience. Everything here is like in life: teenagers have their own fashion, young people have another. Middle-aged people dress differently, everyone knows that. Therefore, the packaging design must have distinctive features so that the buyer reads the message and associates himself with this particular product.
