Grab their Attention with these Packaging Design Tips
2.6 Seconds.
That’s the average time it takes for your customer to see your product on the retail shelf and then determine if it is right for them.
That’s not a lot of time to make a first impression, so we need to make it count. The words and images on your custom packaging and how well you use them will help shape your customer’s perception of your product.
The best box design is designed from your customer’s point of view. Learn how to grab their attention and tell your product’s story with these packaging design tips.
Know Your Customer!
Do your homework and find out who your customer/target audience is. The most successful products are developed to solve a problem or meet an existing need of the audience. It’s very difficult to be successful by first inventing a product and then trying to find an audience to buy it. To learn about your audience’s needs, problems, desires below are some suggestions for collecting data.
Join social groups where your audience hangs out
People join social groups for a number of reasons… the desire to meet with like-minded people… the need to belong… the desire to expand their knowledge or expertise… the need for help with a specific issue – and so on. Social groups may include Facebook groups, LinkedIn groups, online communities specific to a niche, or in-person groups. The benefit to your business is social groups provide the opportunity for you to interact directly with your ideal customer and get to know them very well.
Subscribe to the publications and news sources your audience uses
Sources such as major publications, influencer blogs, and forums provide a wealth of information about your ideal audience. They also conduct a lot of research and publish their findings, which can help with product decision-making.
Talk directly to your consumers
If possible, form your own social group for your consumers and your business. Use this medium to talk with consumers and gain their feedback. Alternatively, use surveys and focus groups to get the information you need. For best results with surveys, offer them directly after the purchase, ensure there is an online option, and if possible, incentivize the customer for completing the survey.
Tell your Customer what the Product is in Under 3 Seconds
Your box design needs to clearly tell the consumer what the product is, why it’s the best one for their needs, and why they need to buy it now. Many factors influence a customer’s decision to buy and unless the product is for solving an urgent need – like a health issue – people can take a while to make the decision. However, when it’s time to purchase, your product packaging and how it communicates to the customer could be the difference between buying your product or a competitor’s.
Think Through Design and Function
Ensure your box design is fit specifically for your product. From a functionality standpoint, a properly fitted package design will ensure your product survives being shipped, racked, stacked, displayed, and handled. From a design standpoint, it can help you stand out from the competition.
Balance Your Box Design
Design elements like patterns, images, colors, and text are used to attract the attention of your customer. Achieve balance with an even mix of a dominant color, succinct text, and quality images to describe your product. Once you have the design completed, ensure your messaging communicates the most important benefits to the consumer.
Peer Review
Before committing to a final design, take advantage of your research resources. Ask for feedback from customers, colleagues, and other businesses that serve the same target market. Review your competitors’ packaging choices. Get input from as many people as you can, then test multiple designs.
Product Cost Influence
Don’t waste precious cash by over-dressing something with a low price point. Nice packaging can only increase your product’s perceived value by so much!
All the tips listed above come into play when developing your custom box design. Consider them wisely–consider them all.
Design is Intelligence Made Visible.
~ Alina Wheeler
If you would like to learn more about the whole process and further your knowledge, download our packaging guide, then request a quote!
