Package design is a critical element in the sale and marketing of products and services. It gives customers the information they need to inform their purchase, while helping build brand awareness for the manufacturer.
By creating stand-out packaging designs that get noticed and compel customers to choose one product over another, designers and manufacturers are taking advantage the power of effective packaging design.
The Importance of Package Design
The design of packaging is as much an industry as it is an art. It’s an essential component to branding, and helps shape the customer’s experience of the product. But an effective design is a result of combined elements that work together for maximum effect.
Although the visual appeal of packaging is critical to success, designers must also consider how it represents the product to customers. The package must attract their attention while also giving them information they need to take action.
Informing by Design
The first impression a product makes on consumers goes a long way in building its brand. When customers enter a store or website, they have questions that need answers. A products packaging must address those questions clearly and easily.
It takes approximately 4 seconds for the average person to generate an impression of a product. Within this time frame, the product must provide the information that will help them in the decision-making process.
The packaging design must clarify what the product is, along with its purpose. Packaging that leaves consumers confused or without the desire to learn more reduces the number of purchases made.
Design That Connects to the Consumer
Packaging offers an opportunity to convince consumers to make a purchase. Its design helps connect the product to the needs and desires of consumers. This is accomplished by making the design practical and in line with their values.
Packaging design that makes it easy to use the product increases its appeal, and goes beyond the visual components. Easy-to-open packages, and those that can be resealed easily are popular designs that work well with a variety of products.
Products that are environmentally friendly can appeal to consumers who value protection of the environment. This includes BPA-free bottles, and packaging produced from recycled materials. These products help reinforce values that are important to consumers and connect to them on a deeper level.
Packaging design helps attract and inform consumers as they make their purchases. Through effective design, manufacturers can bring their products the awareness that sets them apart from their competitors. Standout packaging design is the first-impression that builds a lasting brand experience.
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