Consumer Product Packaging & Label Design
In the retail environment, consumers are constantly comparing different products before reaching a purchase decision. There are many things that influence their purchase decision such as marketing, branding, price, and the warranty. But the key thing that is essential in this situation is the consumer product package design.
Why is Retail Product Package Design So Important?
There are many reasons why you need to have a strong retail product package design.
- It Helps Your Product Stand Out
There’s going to many products that have the same or similar functions. To get the attention of your target customers, your packaging needs to stand out. You can’t expect to catch the attention of your target customers with a generic design.
It often helps to see what competitors are doing and come up with a design that is completely different to theirs. You also want to integrate the design elements of your brand in a way that’s meaningful. This includes logos, typography, and the colors that encompass your brand.
- It Helps You Convey the Value of Your Product
If your consumer product package design looks cheap, then it will be perceived as cheap. The design fo the package helps you convey the value of your product. You have to think about what you want to communicate about the value of your product.
For instance, if your consumer product is a high-end product, you need to justify it with the packaging presentation. If it fails to make a strong impression, the consumer will be wondering why your product is so expensive. This is the same for medium and low-priced products.
Medium-priced products may need to communicate to consumers that the product is a good value for the money. A low-priced product may need to communicate to the consumer that while there are fewer features, it still performs the main intended function.
- It Helps Establish Your Credibility
Consumers want to purchase a product they can believe in. It’s not uncommon for people to buy a consumer product that promised a specific benefit only to be disappointed with the results. They do not want to deal with issues like repairs, returns, and warranties.
Most consumers would rather pay more for a product that works and lasts a long time. That’s why you need to communicate the credibility of your product and brand. The typography, colors, imagery, and overall presentation will all factor into your credibility.
Things are Different in the Household Category
You have a greater task ahead of you in the household category. On top of selling your product, a houseware product package design has to do a few other things.
- Explain How Product Is Used
Products in the category can be complex. You need to use the product design to explain how it’s used and what the consumer should expect. This is important because it allows consumers to envision themselves using the product for themselves. You’re going from the promise to the results.
- Show All the Different Features
If your product has many different features that are available, you want to use the packaging to explain these features. The features should be broken down in a manner that’s easy to understand. They should also be used as selling points that make the product more enticing.
- Communicate What Consumers Will Avoid
In some cases, the houseware product package design will need to communicate what consumers will avoid. You can show the problems that your ideal customers face and break down how your products help resolve or avoid these problems.
Consumers may even have had issues with similar products as yours. Let’s take the classic can opener. Some of the problems this product faces include jagged edges after opening, being difficult to maneuver, to not being adjustable to different cans. If your can opener solves these problems, you want to address them in your product packaging design.
Other Things the Packaging Will Want to Address
There are many other things that you can do with packaging to make it more appealing to your target audience. Here is a quick list:
- Making the design relevant to the consumer. You want to make sure the design feels relevant to the needs, wants, and problems of your target audience
- Optimal use of copy. Everything from typography, colors, placement, and negative space needs to be used so that your message is delivered as effectively as possible.
- Credibility elements. Using credibility elements such as “As Seen on TV,” GMO-free, certified organic, Forbes 100, etc. will help your design.
The bottom line is that you need to invest in your retail product’s packaging design. Your packaging is what’s going to help your product stand out in both retail shelves and online platforms. There’s a lot that goes into packaging design, so you’ll want to work with a good designer for your project.
KEX Consulting has worked on many design projects for a wide variety of small businesses and brands in the consumer space. Let us help you increase the selling power of your product.
Contact us today to learn more about how we can help.