How to design effective packaging?

 

Each product has its own effective packaging! Essential in your marketing strategy, the packaging is not a communication tool like any other. Designed as a real extension of your product, it allows both practical and design questions to be answered.

We then speak of packaging marketing. And to boost your sales, you will have to work on your image and the design of the most relevant packaging possible. So let's get to work! E-Liquid Custom Packaging Boxes.

The different uses of packaging

But before designing an effective packaging, let's go back to some essential concepts. As a reminder, the packaging is broadly divided into three categories:

Primary packaging: it is in direct contact with the product. This is what is generally referred to as "conditioning".

Secondary packaging: it allows several products to be grouped to create batches. It is the packaging itself.

And finally tertiary packaging: facilitates the transport of products.

The packaging for its part refers to the graphic work brought to the packaging regardless of its category. A graphic work but not only.

The packaging is not limited to the simple aesthetic function. To be truly effective, it will also have to facilitate transport and then use and limit risks throughout the manufacturing and distribution chain.

The 3 keys to effective packaging

Now that these few points have been clarified, let's get back to our subject.

As mentioned, effective packaging must fundamentally fulfill several functions. After ensuring that it is safe and able to withstand transport, you will pay particular attention to ensuring that it:

The diversity of the offer available in stores can quickly confuse consumers. On shelves saturated with different colors and designs, your packaging must act as a benchmark.

At a glance, the customer should be able to recognize you and know what to expect when placing your product in their cart.

By the messages offered or by the graphic styles, by the materials or the original shapes, and effective packaging can integrate a multitude of creative options and they must make you want everything.

Remember that in stores, between two products with similar properties, it is the aesthetics that will make all the difference.

Inform the consumer

Informing is reassuring the consumer.

In the presence of a product as yet unknown, effective packaging will allow consumers to understand the particular benefits of what they may be about to buy. We will of course use written information, but we will not neglect images or color codes which can also be very meaningful.

The ideal is to prioritize this information. Keep the essential concepts easily identifiable, and provide some additional information for the consumer to go to if he is interested.

How to create effective packaging?

Essential perhaps, but the design is far from the only criterion to take into account. Efficient packaging will be the one that manages to reconcile sales strategy, marketing approach, and logistical constraints.

In particular, it will have to comply with the legislation in force and meet hygiene standards. As for the legal notices, they obviously vary according to the type of product but remain essential!

I develop a coherent range

As an extension of our first point, being visible, you will take care to design a specific graphic universe. And it's up to you to stick to it! Wholesale Custom E Liquid Boxes.

Develop your brand architecture over your creative proposals, and constantly reflect on how your the new packaging will fit into this universe you have created. Conversely, as part of an ephemeral event, you will be able to free yourself from the codes developed on other products and offer a unique visual aspect.

I bet on a good balance between the packaging and the product

As effective packaging reflects the values ​​of your brand, you will ensure consistency between the product and its packaging.

Children's toys are generally found in brightly colored packaging and wrapping. Organic products, on the other hand, or openly eco-responsible, will rely on natural fabric or recycled cardboard.

Also, you will need to keep your target audience in mind throughout the design of your packaging. You need to know and understand in depth what you are selling, and who you are about to sell it to.

What is the product? Obviously, you know what you are selling. But maybe some logistical imperatives escape you. Take a look at the shape or material of the product, its fragility, or its heat resistance.

Enough to best adjust your packaging and maximize manufacturing costs.

Who is your target audience? Men, women, the elderly, concerned about its ecological impact ... Your target audience may also be defined by their average income or their areas of interest. Market research will allow you to identify your ideal consumer.

The development of your packaging should then take care of pleasing him. We are thinking in particular of larger texts for products intended for the elderly. Or more upscale finishes for everything related to luxury.

What will be the purchasing context? In the supermarket, online, or a small shop, each point of sale has its own strategy. In the context of e-commerce, on the other hand, you will have the possibility of opting for soberer designs to concentrate your efforts on the security of the package during transport.

The greatest efficiency is to use what already exists to its best advantage

 

I allow myself a touch of originality

Difficult to stand out without being unique and original. And yet, there is no question of doing what you want!

As we have seen, effective packaging must remain adapted to the product contained. The originality you demonstrate will necessarily be limited by the very nature of this product. The brand, with its values ​​and its graphic charter, could also constitute a constraint to be respected.

This allows you despite everything a multitude of ideas! As an extension of the product, let your packaging put on a show and combine innovative touch and play of light. A glance at the trends of the moment can certainly help you.

What budget for efficient packaging?

The design of packaging generally generates two different types of costs:

Fixed costs: generally planned and integrated into your provisional briefings.

Variable costs: these are notably the materials or labor chosen. Each added functionality, each finish, each modification will generate an additional cost. It's up to you to anticipate them to try to save some money.