Practically all products come packaged, meaning the packaging needs to do its job in order for your product to be eye-catching, informative and ultimately purchased by the customer. In order to best appeal to customers, your product packaging ought to exhibit five essential characteristics.
This isn’t about winning a shouting match against all of the other brands on the aisle. Standing out is about creating packaging that is eye-catching, using a point of orientation that effectively influences your buyer—one example of this is something called a “cusp,” a pointy, sharpish shape that functions to trigger emotions such as danger, caution, and fear. Cusps can be seen in logos, or incorporated into outfits of people on products.
The marketing world is full of busy, noisy advertisements, yet potential customers are usually drawn to the calm, modest ones. Using simple, yet elegant designs will convey your information in a way that feels reassuring, making it easy to understand why the product would be a beneficial purchase.
To know if your product packaging is making the impact it ought to, try giving a description to a five-year-old child and see if they can find it in the store. If they can successfully complete this task, you can feel confident that your product packaging is making an iconic connection. This is the kind of marketing that brings the same customers back weekly. The secret is a distinctive brand mark—it’s easy to see, recognize, and snatch off the shelf.
Actions are preceded by emotions. This is why ads or commercials that connect to your emotions are so effective. Successful advertisements touch our hearts, whether they make us feel happy, nostalgic, sad, or even afraid. Product packaging should promote the emotion you want the viewer to feel, so that they feel inclined to buy your merchandise.
Truly masterful product packaging features visual aspects that can be reused in each marketing aspect of the product. To create this iconic image, utilize shapes, typography, colors, and accents that will trigger your brand in the mind of the customer. As your customers engage with your product and begin to form emotional responses to these trademark aspects of your brand, it will become a pattern of response and recognition.
Product packaging options are endless and ever-evolving. As you implement plans to best showcase your product, keep these points in mind for a brand that communicates effectively with your customers for a lifetime.