Package Design

For a brand, the product package and presentation are everything when you need to monetize your product or service. If your product cannot sell visually by itself alone, most market efforts will be in vain. Not to mention all the additional time and work you will need to invest in to sell your product. How your product visually appeals to your target market will help to sell it. Basically, your product must sell from the retail shelf without any verbal dialogue. So what makes a strong package design?

• Consistency with Your Brand
  – For a great brand identity, there needs to be consistency. This is the foundation of a solid and well thought out brand. Think of it like the interior of a house. It’s not normal to  mix and match styles of a room unless you are building some sort of fun house. Visually, your brand must has common elements, like  consistency of logo, fonts, color schemes and verbal message. As these unite to flow smoothly, so will your brand. Your package design MUST reflect this first and foremost.
• Visual Appeal – The product package must attract the buyer no matter where its placed on the shelf. The design of the package must pop off the shelf and make your target buyer reach for the product.
• Close Attention to Details – In package design, there are certain guidelines to meet. In the case of a beauty product, you may have multi languages that need to be on the package. Additionally, you may need multi language instructions. In any case, all of this information must be included within the overall design or you will have to reprint the piece. Likewise, how can offer a product that visually stimulates yet adheres to all guidelines and evoke a response from the buyer? This is only through close, critical attention to detail within the design. This is why the package design is so important.
• Functional – The product package must be functional in order to sell. Is the product something that the buyer would like to touch? Is it something the buyer would like to smell? How can you package the product in a way that conserves costs yet still strengthens the overall design of the end product? These are all questions that must be answered prior to the design of the package and require an in length conversation with your designer and printer.
• Effective Communication – Does the product package design effectively communicate what it sells? For instance, if your target market is men, does the design communicate to men? Does it make a man want to pick up and buy it? Your package design must appeal to the end target market.
• Innovative – Does the product package reflect innovation? Creativity within the package design and the use of an innovative package will set your product apart from its competition. If you have close competition to your product, using an innovative or new type of package design can put you one step above.
• Package Medium– What type of material you use within your package design can make or break the sale. As in any area of life, to step it up is always a good thing. Using a slightly better grade of paper, or opt for an area imprinted are all small details that can make that critical sale.