Product packaging is the first thing your potential buyer sees. With the help of spectacular, attractive packaging, you can attract the attention of a person. But an unsuccessful design option, uncomfortable packaging, in turn, can forever repel a person. Push away to such an extent that he does not even take an interest in how mind-blowing goods are hidden under it. How to create not just stylish, but sellable packaging? Experienced marketers and designers give us some tips on this.
First, let's find out the key points in which the packaging of the goods sold differs from hundreds of others:
- distinguishes the product against the background of similar products;
- provides the consumer with accurate and complete information about the purchased product;
- "screams" brand, trademark and item;
- emphasizes customer value.
When developing packaging, it is imperative to analyze the target audience and its preferences. It is important that the packaging of the goods is not only attractive, but also convenient in terms of transportation.and product storage.
What should be the quality of product packaging?
First of all, comfortable. It is for this reason that large goods are offered in boxes with handles, milk is poured into special moisture-proof bags, and sauces in plastic containers with a dispenser are much more in demand than in glass ones. The main criteria in this regard are the convenience of using the goods and packaging (transportation, storage, opening, etc.).
The next criterion is informativeness and honesty. It is very important that by looking at the packaging, the buyer can get all the information he is interested in about the product (after all, he will be able to open it only after he pays for the purchase).
Packaging must be safe and environmentally friendly. Moreover, safety for humans, the environment and the product itself is taken into account. Each group of goods has its own standards that must be taken into account when creating containers.
Packaging for a product must preserve its consumer properties. This is especially important when it comes to selling food products. If you sell non-food products, fragile products, such characteristics as resistance to mechanical stress, moisture resistance and heat resistance come to the fore in this regard.
Economy of packaging is especially important. The ideal option is when its cost is 7-10% of the total cost of the goods. Exceptions are only allowed when you implementspecial gift sets. In no case should the price of packaging exceed the cost of the product.
And finally, the design itself should be attractive. It should make the packaging stand out against the background of a number of analogues, be liked by the representatives of the target audience, attract their attention, match their lifestyle. The development of product packaging should take into account its type, cost, status. And, of course, the packaging should eloquently demonstrate the corporate identity of the manufacturing company!
