There is a lot more that goes into effective packaging design than meets the eye. And that’s kind of the point. When it comes to successful packaging design, the aim is to make it look effortless but memorable. The packaging of a product should announce the product from the shelf. And while looking good, it still has to serve the main functional purpose of packaging: safety. It is crucial to ensure a product’s integrity is maintained during the shuffle of getting things to market. With all of that in mind, packaging should still be easy to remove when needed and affect the product’s usability.
Packaging should, of course, make the use of the product obvious. When we think of famous packaging, we think of things like the iconic Coke bottle or Burt’s Bees’ signature yellow tube. Effective packaging design makes the brand known immediately and tells consumers what it is they’re buying. Along with the logo or name, packaging may also sometimes contain bits of information or facts about the product that are important to know. For example, diet soda or sparkling water might advertise limited or no calories. Makeup packaging might advertise lengthened lashes or all-natural ingredients. At the very least, successful packaging design engages the consumer and gets them to take a closer look at what lies within.
Packaging solutions are a great way to get additional advertising without putting up billboards or paying for commercial spots. Eye-catching packaging that sets a product apart from the rest pays for itself in the end, even on the shelf. Whether a bottle of syrup or a can of soup, having the right packaging for a brand is a make-or-break situation. Branding and effective packaging design also depend on your industry. A cosmetics company might be wary of clashing colors, while a cereal brand geared toward children would lean toward big bright colors. Packaging takes all of these things into account and broadcasts your company’s message to consumers. This is advertising, the first point of contact, and brand presence all in one.
We’ve already talked about Coke and its great presence, thanks to the packaging. But their superior use of packaging goes even deeper than that. Good, consistent, and aesthetically appealing packaging will stick in the minds of consumers for years to come. You want people to remember your product, and your packaging can help. If someone is strolling down the cosmetics aisle searching for a razor, they’re practically inundated by options. There are all different kinds of razors offering different things. Closest shave, reusable, contains lotion, made from recycled plastic, these are the things that are being advertised. But only a consumer who has tested out a few will be able to look past those promises and remember which one lasted the longest, which one cut the least, and on and on. Having memorable packaging helps consumers to remember that your brand is trustworthy and reliable.
There can be no brand loyalty without an established brand. Such a big part of any brand rests in the packaging. Lackluster packaging means being overlooked and eventually forgotten. Packaging that doesn’t announce itself and draw consumers in is doomed to fail. Custom packaging that makes your brand clear and your product memorable will be the lifeblood of sales.
While we’ve covered the need for packaging to be pretty and appealing, good packaging is also safe. Or rather, it keeps the product safe. Packaging, whether primary or secondary, is about protection. If whatever is surrounding your product—be it a jar, a tube, or a wrapper—breaks or doesn’t hold up against shipping, what’s the point? You can have the best branding and prettiest packaging in the game, but if it’s made of weak stuff, it’s all for nothing. Putting your product in the proper packaging is an investment. Packaging protects; that’s as simple as it gets.
A truly successful packaging design is the perfect balance of protection and beauty. Effective packaging design, in most cases, is a draw to consumers. Selling laundry detergent with an easy pour spout or a cleaning product with child-proof caps and the like are valuable features to certain consumers. Nobody wants to buy a bottle of over-the-counter pain reliever that isn’t tamper-proof. The smart thing to do is consider the consumer at every turn, including packaging. The safety of your product should be the top priority. Successful packaging design blends the art of marketing and the security necessary for transportation.
Another fundamental of effective packaging design is maybe the most obvious. Accessing the product from within the packaging easily is, of course, a must. The accessibility of a product can vary from product to product. When it comes to medical supplies, like medications and topical treatments that are toxic to ingest, it’s best to have extra barriers built into packaging, like self-locking caps. But for other goods, like breakfast cereal and jars of olive oil, it’s important to be able to get to the product without sacrificing freshness. That’s where bags inside of boxes and easily removed seals covered by caps come in. The last thing you want is to be known as a pretty product that is impossible to open or use.
There are certain elements of secondary packaging that should be intentionally difficult to remove, like heat-sealed hard plastic. This protects your product during shipping, whether from warehouse to store or from store to home for your consumer. But once that protective packaging is removed, it should be smooth sailing. Again, we are faced with a balancing act of security and ease of use while also throwing in curb appeal. Putting all of these elements together is the equation for successful packaging design.
Effective packaging design is a mix of several essential elements. There are so many factors to consider, and none are minor. Your packaging should be secure but easy to access and appealing to show your consumer what your business is about. There are things you might not even consider when you’re getting your packaging together. Some experts can help you determine precisely what your product needs. IFS is an industry-leading co-packing company. Putting together years of experience, top-of-the-line technology, and facilities, IFS is here to assist you with any packaging needs.
About IFS as a 3PL
Impact Fulfillment Services is a top 3PL that offers everything your company could need. Our facilities are state-of-the-art, and our process is entirely streamlined. From fulfillment to distribution and warehousing, IFS has the experience and tools to keep your product safe and up to industry standards. IFS documents every detail of production and packaging, so no corners are cut. Our use of primary and secondary packaging ensures that your product is safe and as eye-catching as possible when it hits the shelves. With all the best technology and finely trained teams, IFS is a 3PL you can count on.
To learn more about our 3PL services, speak to a specialist!