IMPORTANCE OF PRODUCT PACKAGING DESIGN IN MARKETING

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Posted on Apirl 09, 2019   |   
IMPORTANCE OF PRODUCT PACKAGING DESIGN IN MARKETING
“A great design is born out of simplicity & clarity”

Even though not the most important element of marketing your brand or products, in many cases product package designing is the most overlooked aspect. But beyond a shadow of the doubt, products package design is as important as the product itself. Even after spending so long developing your product and delving into extensive marketing research, it can be a last-minute realization that you need to look into your product packaging to aptly attract your consumer's attention. A sniffy package designing may surely make someone try a new product line they have never heard or experienced before. In the exhibition of the competitive products, a brand product with an authentic and different packaged design will always stand out on the display shelf. Packaging is an important part of the product, either we look with the perspective of marketing or selling, It's the first thing to consider after the product is being manufactured. Overall texture, look, and print includes in the design. This is all that let your customers help in making a buying decision. To break it down, the following are the three ingredients that constitute packaging design.

Visual Communication

Something that many refer to as graphic design is, in reality, the visual communication that forms an important aspect of packaging. This includes the visual identity, brand language, and fonts associated with the packaging design. Graphic design is an element of visual identity and would have considerations like color, imagery, etc.

The more distinctive the visual communication the higher are the chances of the package standing out on the shelves. It serves as a medium for communicating your brand story and if used well can have a substantial impact on product visibility at stores.

Packaging Ergonomics

While rarely spoken about in the context of packaging, ergonomics of the packaging product becomes the foremost point of consideration while package designing. How it works trumps how it looks since the functionality is the primary purpose of packaging. Some questions to ask here would be

Is the package designed to sustain stress during transportation?

Will the packaging be intact if dropped from a height of X feet?

Does the design meet the shelf life requirements of the product to be packaged?

Will the packaging remain unbroken when piled for X amount of time?

This is the general drift of the considerations encompassed while evaluating the structural integrity of the design.

Packaging Material

The material used in packaging plays a vast role while designing packaging. No matter how good your design is, if the packaging material is wobbly or flimsy, the end consumer would not add the package to his shopping cart, period.

There are tens of thousands of different products lining the shelves of the average supermarket. Department stores, mass merchandisers, specialty stores, outlets, and the Internet are all retail marketing sites where products are brought to life and attract consumers through their packaging design. The vastness of consumer choice brings about product competition that, in turn, fosters the need for market distinction and differentiation and this is where package's designing plays its key part.

Factors to consider while choosing the right design for your product's packaging.
1. Distinctiveness:

Your product's packaging needs to be distinctive, eye-catching, exhibiting the essence of your product and brand. Like every human has a distinctive personality, your product to deserves an identity to set its standards in local as well as global market. For example, bottles of Pepsi & Coca-Cola has a similar shape and apparently the drinks too carry the same color. If it wasn't about unique label designs, neither of the two brands would have made their marks in the Global market. From their logos that are prominent in every house across the world to unique illustrations on cans for various marketing campaigns, both the companies are continually giving each other a nail-biting competition.

2. Uniqueness:

A good packaging design incessantly puts a spotlight on your brand's image. If what you are selling is different than what you are showing, then it is one hell of a huge mess in the name of a business. It is important that the package of your product communicates its story. If the product is of high quality and its package design is dull, no one would like to buy it. Whereas, the content on product packaging is important to sell the product quality, without good graphics, very few would get attracted to the product.

3. Effectiveness:

The advantage of effective packaging design is that it only takes about 2-3 seconds for a prospective buyer to make an instant buying decision. And those 3 seconds are exceptionally important when you consider that more than 70% of purchasing decisions are made at the point of purchase.

or example, Huggies baby diapers. If your product is for kids, its packaging should be the combination of bright colors, appropriate graphics, and words. Overall, it's about what kind of packaging design will attract your audience to spend more time at the shelf, generate curiousness, understand it easily and hold their attention until they make the purchasing decision.

On the whole, packaging designs develop your brand's distinctive Unique Selling Proposition in the market. It not only introduces your brand in the market but also sets its image. If you need a bit of advice on how to maximize the marketing potential of your product's packaging design, feel free to email jaspalrocks21@gmail.com