There is a saying “don’t just a book by its cover”. However, when it comes to retail, consumers really do judge the products by the retail packaging that they come in. Even if you are successful in creating a good product, if the packaging that it comes in doesn’t persuade consumers, then your success will just go unnoticed. If you want to be able to get people to buy your product, you have to be able to create an enticing presentation through the packaging. The design of retail packaging is critical to making a first impression that will impact the consumer. If your products don’t look good on the shelves, then they will stay there.
In businesses, the focus is to create products that have high quality but being able to create product packaging that screams quality should also be a focus but tends to get overlooked. Businesses who fall into this approach are then put into disappointment with the slow sales in the retail environment. The good thing is that being successful in designing retail packaging is not a very hard challenge. It needs the business to put effort into market research and effectively use that data.
One of the most essential parts in creating retail packaging that is effective is the branding. You have to be able to establish a brand that communicates to your consumers an authentic story which will allow your products to become recognized and distinct from other brands in the retail environment. If you want to create an unforgettable experience for buyers, you have to put together the visual elements and the spirit of your brand and mold that into the design of the retail packaging.
However, designing the retail packaging to look good is just one part of the whole equation. To make it effective, the design of the packaging should be able to meet the expectations of the buyer while presenting a solution to their problem and being able to convey the message of your brand. You will want to make the packaging of your products somewhat similar to the competition but adding your own flare to allow your products to stand out in the market. However, if your product looks to similar to the competition, then it will not stand out and consumers will hardly notice it.
As mentioned, the road to designing effective retail packaging involves research. You need to be able to understand the market and learn from the competition. In addition, you also need to know what the consumers want in your target niche.
Elements that you should be able to work with in designing your product’s retail packaging are the color of the package, the shape and size of the package, the design and imagery on the package itself along with elements of your company like the brand and logo. The retail packaging must be able to draw in consumers, communicate to them information about the product, and entice them to pick up the product from the shelves.