Presentation is Everything: Why You Need a Great Package Design
Within a brand, the product package and presentation are everything if you are trying to monetize on your product. If your product cannot sell by itself alone, you can guarantee your market efforts will be in vain. Not to mention all the additional work needed to do to sell the product. The presentation of the product, or the package design, must sell on the shelf without any verbal dialogue. So what makes a strong package design?
- Consistency with Your Brand – Within every avenue of your brand identity, there needs to be consistency. This is the foundation of a solid brand, and a well thought out brand. Think of it as the interior of a house. You don’t mix and match styles of every room unless you are building some sort of fun house. Visually a brand has common elements, such as fonts, consistency in logo, color schemes and message. These all flow smoothly with your brand. The package design MUST reflect this first.
- Visual Appeal – The product package must attract the buyer no matter where its placed on the shelf. The package design 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 you must meet. In the case it’s a beauty product, you may have multi languages that need to be placed on the package. Similarly it may need multi language instructions. In any case, all of this information must be included within the overall design or you will reprint the piece, which is never cost efficient. That’s why the design is so important. 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.
- 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 package 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.
Package Design that Yields Success
All of these factors play a critical role within a successful product package design. Other factors that have an impact include design and development time. Likewise, consider the time to research your target market and the production time. Consider budget in regard to design and efforts to promote of your product.
Prior to design work, it is important to have all your market research written out. Make sure you have a budget and market ideas and concepts clearly defined. Have all die lines and specs so you can work efficiently with your printer. All this is necessary in order to produce a successful package design in a timely manner.
Communication in a Successful Package Design
Given all the appropriate details for the project are ready, the final factor in a successful package design lies in communication with your designer. Often clients feel that all investment should go into the product rather than the actual promotion. As a result, they skimp on the cost of a designer. Your designer is a critical factor to success within the marketing of your product. The result of an unskilled designer is an immature package design. Part of your overall budget for package design will include resources that hire a skilled designer. A good designer will bring things like typography, line, texture, color and style to your product. At the same time, their design will effectively communicate the message you are working to deliver to your end market.
Working with our NY Branding + Design Agency
If you are interested in learning more about package design from Typework Studio, or to understand how our NY branding and design agency can bring to the success of your product, contact us today. Our designers can talk through your project and give you a design estimate for your package design. If you need help in the selection of a printer to fit your budget, we can recommend several print houses with excellent quality and affordable pricing.
Inside Brand Development