How to Design Product Packaging That Sells

The saying “don’t judge a book by its cover” doesn’t seem to apply to product packaging. Market research proves that creative packaging can sell even the most overlooked products. Take the rubber band product above as an example.

Rubber bands probably aren’t on the top of your shopping list. They’re probably not on your list at all, but one look at this packaging and you’re reminded how you don’t own any extra strong rubber bands. The packaging shows in detail how strong these rubber bands can be, and just like that you’ve bought the product.

jucy juice packagingAnother fine example is Juicy Juice orange juice cartons. Each slice is smaller than an average serving size, but that’s not exactly the point of this product. The point of this product is to make you look twice. At first glance it’s just a regular orange. A second glance brings you closer to get a better look. As you’re examining it you realize that the cartons would conveniently fit in a sack lunch, and before you know it you’ve bought the product.

Understanding that consumers not only judge books by their covers — but that in some cases the covers can influence a buyer’s decision — is crucial to getting your products noticed.

How can you package your products so they get the attention you desire? Since no one product is the same, there are endless answers to that question.

Here are six guidelines to design product packaging that will practically sell itself.

6 Product Packaging Guidelines

1. Be True to Yourself

Your company has a story and your products are the characters. Tell your story through the packaging. Explain your mission, vision and promise. Give the viewer insight into what they will experience through buying your product.

2. Ignore Trends

Seek out a timeless design that will remain consistent for years. The enduring nature of your product packaging should stem from your brand’s mission. Trends will come and go, which will make your consistent look stand out even more.

3. Educate the consumer

Over 70% of purchasing decisions are made in the store, and that works to your advantage. Generate questions in your consumer’s mind, like: What’s in it for them? Is it healthier? Does it make life easier? Then answer them through the packaging.

4. Balance Product and Packaging

Find a balance between the product and the packaging. Blending the product’s purpose with the packaging is an effective sales tactic. Don’t make the packaging an afterthought. Consumers will judge the product based on its packaging, and you don’t want them to judge your product poorly.

5. Expand

As you experience growth, plan on extending your product line and design packaging that stays consistent with your brand.

6. Maximize Visual Impact

The appearance of a package should entice consumers to come in for a closer look. Use the principles of design shape and color to distinguish your product from the competition and make it easy for consumers to understand your product from their first glance.

For clever product packaging ideas, please contact us. We’d love to help.

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