Let’s begin this post with one of the most clichéd statements ever – first impression is last impression . In case you are wondering why we chose to ditch every other possible approach in favour of this cliché – is because it’s true, period.
Here’s an overwhelming fact: 95% of the products launched every year bomb (source: Cincinnati-based research agency AcuPoll). A lot of brands and companies continue running the race to make amazing products. Where a lot of them actually fail is getting the packaging design right. They make beautiful and highly useful products but fail to pair them with the right packaging design.
Considering that the packaging is one of the crucial elements that decide the success or failure of the product, it’s imperative to get it right.
What Makes Packaging Design Such an Important Piece of the Puzzle?
It’s very often the first real-life contact a customer has with the product.
That’s even before you can see the actual product.
It goes hand-in-hand with the brand positioning.
The way your product’s packaging Design looks, feels, its shape, size, finish, the colours and the fonts used all communicate and speak to the user. They tell a story about what this product is, what value it delivers, and who it is aimed at.
A great packaging design makes the product desirable and establishes a good perceived value.
It works to capture attention, nurture interest, create a desire, and finally facilitate the sale.
Communicates every relevant piece of information.
This includes the specifications of the product, its composition, and any added benefits it may have. Inclusion of such benefits helps establish trust and credibility for the brand.
For instance, the inclusion of health benefit claims to the packaging may boost sales by up to 20%.
Function and utility are major drivers in defining success or failure of the packaging design.
The shape, size and material used directly impact the packaging’s capability to handle load and keep the contents safe.
The packaging design also helps brands take a stance in their policies.
For instance, a brand that’s taking an environment-friendly stand can benefits from packaging made out of reusable and environment-friendly material. In fact, 52% of consumers make purchase decisions in favor of brands communicating any kind of positive environmental impact in their packaging Design.
