The first thing to consider when choosing a packaging design When faced with this question, brands and designers must consider four basic points that determine the choice of packaging.
- The form and content must create an immediate reference to the consumer’s imagination of the product, that is, when the customer approaches the shelf, he or she immediately identifies what he or she wants to buy thanks to the formal assistance provided by the packaging. .
- The brand must be displayed on the packaging. Packaging has the ability to create a close relationship with consumers. The first step for this is to highlight the quality of the product through the packaging, so that its role as an identity carrier is perfectly fulfilled and so that it is immediately recognized.
- Charts should establish clear levels of information. The shape of the packaging allows the consumer to recognize the type of product they are looking for from afar, but that would only be the first level of information. The responsibility for communication rests on the information on the label: brand representation, product name, description of the difference and, finally, legal texts such as net content, origin of production, etc.
- The packaging should be memorable and contribute to repeat purchases. Strategic packaging must not only generate consumer desire, but must create a positive experience at the moment of use. When the form, content and aesthetics satisfy the customer, further sales are assured.
These four points are important when making the decision to launch packaging on the market. Formal structure, informational content, and aesthetic resources that evoke emotion should work together and integrate to produce a commercially effective piece.
What steps should be followed in the process of choosing the appropriate packaging?
If you limit yourself to talking only about structural packaging, there are some additional conditions that you need to consider:
- Analyze production costs: choose containers whose design is easy to implement and whose raw materials are easy to obtain. By neglecting this point, the final price of the product may be excessively raised and this would affect its ability to sell.
- Consider its relevance: assess how its appearance, texture, transparency and shape affect the consumer’s perception when deciding to buy the product.
- Prioritize sustainability: There is a growing awareness of producer responsibility when it comes to caring for the planet. Packaging made from recyclable materials has already gained a large share of market acceptance.
Consider its transport and display capacity: the morphology of the container must, in addition to being attractive, meet the objectives of resistance, functionality and stock capacity. The ideal packaging is the one that increases sales and reduces costs.
Which colors suit the customer, depending on the type of product?
The color red, for example, stimulates the appetite, conveys energy and dynamism. It is closely associated with images of seduction, passion and danger. Yellow is an equally intense color, but it has a large dose of energy, naturalness and joy.
In contrast, blue or black are analyzed, shades that lead the consumer to the universe of formality, rationality or mystery, depending on the intensity of the chosen palette.
By projecting these cases onto the entire existing color palette, the products are seen to contain these psychological messages and convey them to the consumer. For example, dairy products with a higher energy content have a large percentage of red.
What mistakes should be avoided when choosing packaging?
One of the most common mistakes when launching new packaging is to be guided only by aesthetics, and not by the functional and cost background that exists in the implementation of packaging.
If, for example, it is a sticker, it is important to evaluate whether it will be printed on plain, recycled, textured or laminated/metallized paper, because the price difference between one and the other is considerable.
There is still the problem that many brands consider packaging as a simple functional item, neglecting the emotional factor because they consider it irrelevant. Today more than ever, marketing teams must consider that beyond simply storing the product, the ideal packaging is one that manages to motivate purchase action, and to do so, the form, function and message must fit the hand.