Products with Good Packaging: The Elements of Good Package Design
December 21, 2013
•General, Graphic & Comm. Design
• 0 Comments
Products with good packaging immediately grab your attention. As a designer, it's your job to get customers to notice the product via the packaging design, and you have just seconds to do it before the customer moves on. So, what constitutes packaging design that piques interest? Keep reading for pointers.
Use Striking Designs and Messaging
Similar to a commercial or print ad, good packaging design will create an emotional response in consumers. This can be done by using clever copy and graphics in tandem to compel potential users to first notice the product and then pick it up for closer examination. How do you do this? Use colorful illustrations, interesting layouts or bright colors mixed with interesting copy. Some designers find it effective to write the copy first or hone in on the concept before creating the designs. Work with your copywriter to ensure the graphics and copy work together.
Consider "This Water" fruit juice. Its packaging immediately draws attention because of the juxtaposition of the logo against a clear bottle showing colored liquid contents (which is clearly not water). It leaves you wondering, what is this? Why is the liquid colored? Upon further examination, the label reads, " This Water is made from fruit and clouds." Now you see that the drink is actually fruit juice, not water. The packaging piques your interest, and the graphics and type work together to highlight the words and illustrations that create the desired effect.
Differentiate from Other Products
Packaging differentiates one product from another. For some products, such as bottled water, often the packaging is the only thing that can help you differentiate between brands. Packaging that is clearly different from its competitors on the shelf will stand out. For example, technology companies typically brand their products with blue. Yet, there is no rule that says all technology products must be blue. So, use a different color. Try orange. Consider a new approach. If the messaging for certain products is always serious, try a playful messaging strategy with colorful graphics.
No packaging is complete if it doesn't express its brand's message. Expressing a brand's message includes logo placement, the language of the brand and its positioning. The language of the brand can be fun-loving or serious — whatever is deemed appropriate. The positioning, however, expresses how the product is advertised on the packaging. For instance, Fiji water and Glacéau Smartwater are both bottled water, but each have different positioning strategies. Fiji water is presented as a luxurious natural spring water, while Smartwater is positioned almost as an energy drink, featuring vaopr-distilled water and electrolytes. Know the positioning of your product before designing it because it's helpful for ensuring the packaging is in line with the positioning.
Including all the elements listed above will make your packaging design more likely to draw in-store customer attention. Remember that design is an iterative process and there are always multiple solutions to a design problem. Get creative.
Photo credit: Wikimedia.