How Packaging Design Can Improve Your Marketing Strategy

Packaging design is often overlooked as a crucial element of a marketing strategy. 

However, the design of your product packaging can have a major impact on how your brand is perceived by consumers and ultimately drive sales.

In today’s competitive market, it’s more important than ever to make sure your packaging stands out on store shelves and effectively communicates the value of your product to potential customers. 

In this post, we’ll explore the critical elements of successful packaging design and how you can use them to improve your marketing efforts.

From establishing your brand identity to influencing purchasing decisions, packaging design plays a crucial role in the overall success of your product. 

So, let’s dive in and learn how to make it work for your business.

What is Product Packaging Design?

Product packaging design is the process of creating the packaging for a product, including the design of the container, the materials used, and the graphics and text displayed on the packaging. 

The main purpose of product packaging design is to protect and promote the product it contains, and to appeal to the target market. Packaging design can also play a significant role in the branding of a product and can influence the consumer’s purchasing decision.

There are several factors that need to be considered when designing product packaging, including the product itself, the target market, the competition, and the environmental impact. 

The design of the packaging should be appropriate for the product it contains, taking into account its size, shape, and fragility. The packaging should also be functional, allowing the product to be easily stored, transported, and used.

The target market is also an important factor to consider when designing product packaging. The design should appeal to the target market, taking into account their age, gender, lifestyle, and preferences. 

This may involve using certain colors, fonts, and graphics that are likely to appeal to the target market.

Competition is another factor that needs to be considered when designing product packaging.

The packaging should be distinctive and stand out from the competition, while still being appropriate for the product and the target market. This may involve using unique materials, shapes, or graphics that differentiate the product from similar products on the market.

The environmental impact of packaging is also an important factor to consider. 

Packaging materials should be chosen with sustainability in mind, and the packaging should be designed to minimize waste and reduce the environmental impact of production and disposal.

The design sprint services process for product packaging typically begins with the development of a creative brief, which outlines the goals and objectives of the packaging design. 

This may include information about the product, the target market, the competition, and the desired image and branding for the product.

Why Packaging Design Might Improve Your Marketing Strategy?

Packaging design can be an important element of a marketing strategy for several reasons.

First, packaging design can help to differentiate a product from its competitors, making it more memorable and appealing to consumers. Packaging design can also play a role in the branding of a product, helping to establish an identity and personality for the product.

Second, packaging design can help to communicate the key benefits and features of a product to the consumer. Packaging design can also be used to highlight any unique selling points or differentiators that the product may have.

Third, packaging design can help to build trust and credibility with consumers by conveying the quality and value of the product. This can be achieved through the use of high-quality materials, effective graphics and messaging, and clear product information.

Fourth, packaging design can influence consumer purchasing decisions by creating a sense of urgency or scarcity, or by evoking emotions such as happiness, nostalgia, or exclusivity.

Finally, packaging design can help to create a consistent look and feel for a product line or brand, which can help to build brand recognition and loyalty over time.

Overall, effective packaging design can help to improve a marketing strategy by differentiating the product, communicating key benefits, building trust and credibility, influencing purchasing decisions, and creating a consistent brand identity.

10 Tips to Improve Your Packaging Design

Start by understanding your target market.

Knowing who your target market is and what they value will help inform the design choices you make. This can include factors such as age, gender, lifestyle, and preferences.

Define the purpose of the packaging.

What is the primary function of the packaging? Is it to protect the product during shipping, to grab the attention of consumers on a store shelf, or to provide information about the product? Understanding the main purpose of the packaging will help guide the design process.

Consider the competition.

Look at what other products in your category are doing with their packaging and try to differentiate your packaging from the competition. This can involve using unique materials, shapes, or graphics.

Use high-quality materials.

The materials you choose for your packaging can have a big impact on the perceived value and quality of your product. Using high-quality materials can make your product stand out and convey a sense of luxury or premium quality.

Make it functional.

The packaging should be functional and allow the product to be easily stored, transported, and used. This may involve designing the packaging with features such as recloseable openings, handles, or displays.

Keep it simple.

Avoid cluttered or busy designs, which can make the packaging less appealing and harder to understand. Instead, aim for a clean and simple design that clearly communicates the key information and benefits of the product.

Use effective graphics and messaging.

The graphics and messaging on your packaging can help to convey the key benefits and features of your product, as well as build brand recognition. Use clear, concise language and high-quality images to grab the attention of consumers.

Make it visually appealing.

The overall look and feel of the packaging should be visually appealing and grab the attention of consumers. This can be achieved through the use of color, typography, and other design elements.

Consider the environmental impact.

Packaging materials should be chosen with sustainability in mind, and the packaging should be designed to minimize waste and reduce the environmental impact of production and disposal.

Test the packaging.

Before finalizing the design, consider testing the packaging with a small group of consumers to gather feedback and insights. This can help you refine the design and ensure that it is effective at achieving its intended goals.

The 5 Stages of Packaging You Need to Consider in the Product Design

There are typically five stages of packaging that need to be considered in the design process:

• Pre-production: This stage involves planning and preparation for the packaging design, including the development of a creative brief, research into materials and production methods, and budgeting.
• Design development: During this stage, the packaging design team creates a number of design concepts based on the creative brief. These concepts may be presented to the client for feedback and approval.
• Prototyping: Once a final design has been approved, a prototype of the packaging is typically created. This allows the design to be tested and refined before it is produced on a larger scale.
• Production: During the production stage, the packaging is produced using the approved design and materials. This may involve printing, assembly, and other processes depending on the complexity of the packaging.
• Distribution and retail: The final stage involves distributing the packaged product to retail outlets or directly to consumers. This stage may also involve marketing and promotion efforts to drive sales.

Packaging Design Trends to Avoid in 2023

It is difficult to predict specific packaging design trends that will be avoided in 2023, as trends tend to evolve and change over time. 

However, here are a few general guidelines for avoiding outdated or ineffective packaging design trends:

• Avoid following trends blindly: It is important to consider the specific needs and goals of your product and target market, rather than simply following a trend for the sake of being trendy.
• Don’t sacrifice functionality for aesthetics: While it is important to make the packaging visually appealing, the primary purpose of packaging is to protect and promote the product. Don’t sacrifice functionality for the sake of a trendy design.
• Avoid using clichéd or overused design elements: Trends tend to become overused and clichéd over time. Avoid using design elements that are overly common or have been used extensively in the past.
• Don’t ignore sustainability: Sustainability is increasingly important to consumers, and packaging design should take this into account. Avoid designing packaging that is unnecessarily wasteful or unsustainable.
• Don’t neglect the details: Pay attention to the small details of the packaging design, such as typography, color choices, and materials. These details can make a big difference in the overall effectiveness of the packaging.

Overall, it is important to avoid following trends blindly, sacrificing functionality for aesthetics, using clichéd or overused design elements, ignoring sustainability, and neglecting the details in packaging design. 

By being mindful of these guidelines, you can create packaging that is effective, relevant, and timeless.

How Custom Packaging Helps You Build a Strong Relationship with Customers

Custom packaging refers to packaging that is designed specifically for a particular product or brand, rather than using a generic or off-the-shelf packaging solution. 

Custom packaging can help you build a strong relationship with customers in several ways:

• Custom packaging adds value: Custom packaging can add value to a product by making it feel more special and unique. This can help to create a sense of exclusivity and increase the perceived value of the product.
• Custom packaging enhances the customer experience: Custom packaging can enhance the customer experience by making the product more appealing and easier to use. For example, custom packaging may include features such as recloseable openings or built-in handles, which can make the product more convenient for the customer.
• Custom packaging builds brand recognition: Custom packaging can help to build brand recognition by establishing a consistent look and feel for the brand. This can help to create a strong visual identity and make the brand more memorable for customers.
• Custom packaging promotes loyalty: Custom packaging can help to promote customer loyalty by creating a sense of connection with the brand. When customers feel that a brand has gone the extra mile to create a unique and personalized packaging experience, they are more likely to remain loyal to the brand.

Sustainable Packaging for the Future

Sustainable packaging refers to packaging that is designed with environmental considerations in mind, with the goal of minimizing waste and reducing the environmental impact of production and disposal. 

As concerns about the environment and sustainability continue to grow, sustainable packaging is becoming increasingly important for businesses to consider.

There are several ways that businesses can make their packaging more sustainable:

• Use eco-friendly materials: One of the main ways to make packaging more sustainable is to use eco-friendly materials, such as recycled or biodegradable materials. These materials can help to reduce the environmental impact of the packaging, as they are less resource-intensive to produce and are more easily disposed of.
• Reduce packaging waste: Packaging waste is a major contributor to environmental pollution, so it is important to minimize waste whenever possible. This can be achieved by using packaging that is the right size and shapes for the product, and by using materials that are easily recyclable or compostable.
• Design for reuse and recycling: Packaging should be designed with reuse and recycling in mind. This can involve using materials that are easily recyclable, such as paper or cardboard, or designing packaging that can be easily disassembled or repurposed.
• Consider the entire lifecycle of the packaging: The environmental impact of packaging extends beyond the production and disposal stages, so it is important to consider the entire lifecycle of the packaging. This includes factors such as transportation, storage, and use.
• Communicate the sustainability of the packaging: It is important to communicate the sustainability of the packaging to customers, as this can help to build trust and credibility, and may also influence purchasing decisions. This can be achieved through labeling, messaging, and other forms of communication.

List of Famous Brands With Good Product Packaging

Here are a few examples of famous brands with good product packaging:

Apple

Apple is known for its sleek, minimalist packaging, which often features clean lines and a simple color scheme. The packaging is designed to be functional and protect the product, while also conveying a sense of luxury and quality.

Nike

Nike’s packaging is designed to be eye-catching and distinctive, with bold graphics and strong branding. The packaging is also functional, with features such as reusable bags and easy-open closures.

Coca-Cola

Coca-Cola’s packaging is instantly recognizable, with its iconic red and white color scheme and distinctive script logo. The packaging is designed to be functional, with a contoured bottle that is easy to hold and drink from.

Harry’s

Harry’s is a men’s grooming brand known for its simple, functional packaging. The packaging is designed to be easy to open and use, with a minimal aesthetic that conveys a sense of quality and reliability.

Fenty Beauty

Fenty Beauty is a cosmetics brand known for its bold, colorful packaging that stands out on store shelves. The packaging is designed to be functional, with features such as airless pumps and reusable containers.

AirBnB

AirBnB’s packaging is designed to be welcoming and approachable, with a friendly, handwritten-style font and colorful graphics. The packaging is also designed to be functional, with features such as a built-in handle and easy-open closures.

What About Eco, Green-Friendly Packaging?

Green-friendly packaging refers to packaging that is designed to be environmentally friendly, with the goal of minimizing waste and reducing the environmental impact of production and disposal. 

Green-friendly packaging can be made from a wide range of materials, including recycled, biodegradable, and compostable materials. 

It may also be designed to be reusable or easily recyclable.

Green-friendly packaging is becoming increasingly important as concerns about the environment and sustainability continue to grow. 

Many consumers are looking for environmentally friendly options and are willing to pay more for products that are packaged in a sustainable way. 

By using green-friendly packaging, businesses can demonstrate their commitment to sustainability and appeal to environmentally conscious consumers.

There are several ways that businesses can make their packaging more green-friendly:

• Use eco-friendly materials: One of the main ways to make packaging more green-friendly is to use eco-friendly materials, such as recycled or biodegradable materials. These materials can help to reduce the environmental impact of the packaging, as they are less resource-intensive to produce and are more easily disposed of.
• Reduce packaging waste: Packaging waste is a major contributor to environmental pollution, so it is important to minimize waste whenever possible. This can be achieved by using packaging that is the right size and shape for the product, and by using materials that are easily recyclable or compostable.
• Design for reuse and recycling: Packaging should be designed with reuse and recycling in mind. This can involve using materials that are easily recyclable, such as paper or cardboard, or designing packaging that can be easily disassembled or repurposed.
• Consider the entire lifecycle of the packaging: The environmental impact of packaging extends beyond the production and disposal stages, so it is important to consider the entire lifecycle of the packaging. This includes factors such as transportation, storage, and use.
• Communicate the sustainability of the packaging: It is important to communicate the sustainability of the packaging to customers, as this can help to build trust and credibility, and may also influence purchasing decisions. This can be achieved through labeling, messaging, and other forms of communication.

10 Examples of Brands That Use Green-Friendly, Eco Packaging

There are many brands that use green-friendly, eco-friendly packaging. Here are a few examples:

• Patagonia: Patagonia is an outdoor clothing and gear company that uses 100% recycled polyester in all of its packaging materials.
• Seventh Generation: Seventh Generation is a household cleaning and personal care products company that uses recycled and sustainable materials in its packaging, including recycled cardboard and paper.
• Method: Method is a cleaning products company that uses recycled plastic and post-consumer recycled materials in its packaging.
• The Honest Company: The Honest Company is a personal care and household products company that uses recycled and sustainable materials in its packaging, including recycled paper and plant-based plastics.
• Ecover: Ecover is a cleaning products company that uses recycled and sustainable materials in its packaging, including recycled plastic and cardboard.
• TerraCycle: TerraCycle is a waste management and recycling company that offers a range of eco-friendly packaging solutions made from recycled materials.
• Algalife: Algalife is a personal care and cleaning products company that uses algae-based plastics in its packaging, which are biodegradable and compostable.
• Lush: Lush is a personal care and beauty products company that uses recycled and sustainable materials in its packaging, including recycled paper and plastic.
• Burt’s Bees: Burt’s Bees is a personal care and beauty products company that uses recycled and sustainable materials in its packaging, including recycled paper and cardboard.
• The Body Shop: The Body Shop is a personal care and beauty products company that uses recycled and sustainable materials in its packaging, including recycled paper and cardboard.

How Much Does Packaging Usually Cost?

The cost of packaging can vary significantly depending on a number of factors, including the type of packaging materials used, the size and shape of the package, the complexity of the design, the quantity being produced, and the printing and finishing techniques employed.

Here are some rough estimates for different types of packaging:

• Cardboard boxes: Prices can range from a few cents for a simple kraft box to several dollars for a custom-printed corrugated box with special features such as a die-cut window or a custom insert. The cost will depend on the size of the box, the thickness and grade of the cardboard, and the printing and finishing options chosen.
• Plastic bags: Prices for plastic bags can range from a few cents for a simple polyethylene bag to several dollars for a high-quality, custom-printed bag with special features such as a reinforced handle or a hang hole. The cost will depend on the size of the bag, the thickness and type of plastic, and the printing and finishing options chosen.
• Glass bottles: Prices for glass bottles can range from a few dollars for a basic bottle to several dollars for a custom-designed bottle with special features such as an embossed logo or a custom cap. The cost will depend on the size and shape of the bottle, the thickness and type of glass, and the printing and finishing options chosen.
• Metal cans: Prices for metal cans can range from a few cents for a simple tin can to several dollars for a custom-designed can with special features such as a full-color label or a custom lid. The cost will depend on the size and shape of the can, the thickness and type of metal, and the printing and finishing options chosen.
• Flexible packaging: Prices for flexible packaging can range from a few cents for a simple pouch or bag to several dollars for a custom-designed package with special features such as a ziplock closure or a custom shape. The cost will depend on the size and shape of the package, the thickness and type of material, and the printing and finishing options chosen.