1. Clarity
Consumers are bombarded by products whenever they enter a store. When someone picks up your product, they want to find out two things: what it does and who makes it. If they can’t answer both in four seconds or less, which is usually the maximum time anyone will spend looking at a product, they move on to the next item on the shelf.
Part of making sure a customer understands what your product does is choosing a font they can actually read. Using all capital letters makes it harder for our brains to compute the information we are seeing. If your font is too swirly or fancy, customers may misread your label, which can be a career-ending mistake.
You also need to keep the font size in mind. If the text is too small, your customers might miss crucial information about your product. If the text is too big, the packaging can become loud and crowded.
2. Simplicity
Keep it simple. Trying to cram too much information onto your product’s packaging will remind customers of how they felt when they had to read chapters out of their biology textbook: bored and confused.
This also goes back to clarity. If all your customer can see on your product packaging is the listed benefits, but not your company name or the name of the product, you’ll be missing out on the possibility of future sales.
3. Honesty
Your product packaging should represent what your product is and does. People can smell a salesman from a mile away and they can tell when packaging is overselling the product it contains. If your packaging shows something completely different than what is found inside, your customers won’t be happy.
A creative workaround for this problem is making part of your packaging transparent.
4. Authenticity
This tip may sound the same as honesty, but it’s different. In this case, the focus is on what your brand represents. This should come through when you sit down to design your product’s packaging.
Your brand is different from every other brand trying to sell the same thing, so let that show in the design of your product’s packaging. If your brand’s mission statement is about connectedness, you could incorporate a tear-away postcard into the packaging, so your customers can stay connected with their friends in a unique way.
5. Shelf Impact
This tip generally applies only if your product is available in a physical store, but it could still have an impact in an online shopping scenario too. The way products are presented and organized in stores means that your product will likely end up in a sea of others that also claim to do the same thing.
Your product needs to stand out from the others on the shelf. But how do you make it do that? The first rule is to know your competition.
If the other top-selling brand of raisins only uses red packaging, maybe you make yours in green instead. Another strategy that can work is to mimic your competition so closely that consumers will not notice when they pick up your product instead of theirs. This can backfire, though, so think it all the way through first.
6. Make it Fun
Including creative, fun ideas and even some humor into your product packaging design will not go unnoticed or unappreciated. This invites consumers into the product and gives them a feeling of familiarity.
One company designed tea bags that look like t-shirts that also included a hanger design, so the teabags could easily hang on the edge of a mug. This design makes the product easier to use and is also sure to give customers a chuckle and keep them coming back.
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