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Rachel Goodchild | Creating Pattern
Quality packaging has a huge impact on consumer opinion and behaviour. More than 70% of purchasing decisions are made in the shop, with almost a third of product decision-making based on the packaging alone. According to research, packaging drives purchasing more than other forms of marketing such as television and radio advertising, and online reviews. 66% of consumers say that they have tried a new product because of the packaging.
What is product packaging?Â
Product packaging refers to the pattern design used to enclose products, such as boxes, bags, labels and papers. Product packaging can play a dynamic role in influencing consumer perceptions and purchasing decisions. Product packaging is a crucial aspect of marketing and branding strategies, contributing to a product's visual appeal, brand identity, and overall market positioning.
Packaging is also a key element of a company's brand identity. A product package could feature the brand name, company logo, and other visual elements that help consumers recognise and differentiate the product from competitors. The visual design of product packaging is important for attracting consumer attention. Eye-catching design, along with the cover pattern design and graphics, all contribute to the product's shelf appeal.
Why have bespoke packaging?
Bespoke packaging, or custom-designed packaging tailored to specific products or brands, offers several advantages for businesses. Bespoke packaging allows businesses to create a unique and distinct brand identity for their product. Custom designs and colours help reinforce brand recognition and build a strong brand image. A beautiful packaging helps a product to stand out and create a unique selling proposition, which enhances the perceived value of the product.
Choosing to have bespoke packaging will result in a more visually appealing and aesthetically pleasing product. Eye-catching designs can attract attention and contribute to a positive consumer experience.
Planning your Packaging
When considering your own packaging design, it's crucial to think about some factors before you approach the designer. Ask yourself a few questions, so you are clear to ensure that the design you commission aligns with your brand, appeals to your target audience, and meets practical considerations.
Think about your brand identity
Understand your brand identity and how you want it to be perceived in the market. Consider your brand's values, personality, and the positioning of your product relative to competitors.
Know your target audience
Then you will understand their preferences, and their purchasing behaviour. A packaging design that resonates with your specific demographic will be more effective in capturing their attention.
Think about the size and shape of your product
Analyse the size, shape, fragility, and any unique features of your product. Think about the type of packaging you would like, then, and only then start thinking about the design.
Know who your competitors are
Research your competitors' packaging designs. Identify trends, common visual elements, and opportunities for differentiation. Your packaging needs to stand out whilst fitting into the expectations of your specific industry.
Make a realistic budget plan
Make sure you have established a clear budget for the packaging design commission. Consider both the design phase and the production costs. Be realistic about what you can afford whilst aiming for a design that aligns with your brand goals.
Choose your packaging material
Decide on the type of packaging material that aligns with your brand and product. Consider factors such as sustainability, durability, and the tactile experience of the material.
Put yourself in your customers shoes
Think about how your product will appear on store shelves. Consider factors like visibility, legibility, and how the packaging design will stand out in a retail environment.
Now think about the design
A distinct design can make your product more recognizable and increase its chances of being remembered by consumers. But also think about the scalability and adaptability of the design.
Remember also to think ahead
If your product line expands or if there are variations, the packaging design should be flexible enough to accommodate these changes.
Plan your timeline for the process
Establish a realistic timeline for the design process. Consider not only the designer's time, but also production lead times and any specific deadlines, such as product launches or seasonal releases.
If you are clear about what you want, who your target audience is and you are realistic about the cost and timeframe, you can set the stage for a successful ongoing collaboration with a designer. This in turn will increase the likelihood of creating packaging that effectively communicates your brand and can continue to grow over the coming years.
The following are some examples of product packaging designed by Rachel Goodchild:
Rachel Goodchild | Design Blog
Creating Pattern for Textile, Product, Home & Packaging
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