There was a time when you only needed to put milk in a glass jar and people wouldn’t think twice about buying it. But the market is always changing along with people’s preferences. Add social media to the mix and product package and label designers are tasked with creating not only attractive but also effective packaging design.
What Makes Labels and Packaging Effective?
As one famous adage goes, “Don’t judge a book by its cover.” This is a metaphor about how a product’s outward appearance doesn’t always determine its value. Despite this, lots of people still purchase products because the packaging looks good. According to an infographic from The Paper Worker, people look at attractive packaging when making purchase decisions. In fact, a third of people’s decision-making when it comes to buying products is based on packaging.
So what exactly makes product labels and packaging attractive and effective? We break it down into five elements below.
1. Clarity
Whether your product is displayed in a physical store location or can be browsed online, one thing is true: shoppers have thousands of other products vying for their attention. They don’t have the time to read through your product’s fine print. So, if your product label and packaging makes it difficult to determine what your product does, it’s not effective. When designing labels, make sure the purpose of your product is clear.
2. Consistency
Apple, Nike, Starbucks—these brands’ labels are consistent everywhere in the world, which makes their logo iconic and easily recognizable. While not every single business’ logo will achieve the same iconic level as the brands mentioned, you can see how consistency helped them grow their brand. When your labels and packaging look alike, with a few variations in colors for other variants, your audience can easily recognize you among the thousands competing for their attention.
3. Security
You want your products to stay intact on their journey to reach your customers. Spilled products or warped boxes aren’t a good look because it shows that the packaging is sloppy and there’s little care that goes toward preparing them. Create a secure packaging by ensuring they’re properly wrapped and won’t warp in transit. If your products are in boxes, secure them with kraft packaging paper sealing tape so the contents won’t spill.
4. Reusability
According to the infographic we mentioned earlier 90 percent of consumers reuse the packaging of products they buy. Tap into this recycling habit by making sure your bags, boxes, or bottles are sturdy enough that people can reuse them for other purposes.
5. Accessibility
Ease of handling and use are essential in designing a product’s packaging. You never know if your audience has some disability that makes it difficult for them to twist caps on bottles or handle heavy objects. For example, people prefer ketchup in squeezable plastic bottles over glass ones that you have to tap several times. When your product’s packaging makes it easy to use the product no matter who the consumer is, then it’s a sign of effective packaging.
Labels and packaging may only be a small part of creating and marketing your product but they play a big role in attracting customers. Pay attention to these elements so you can properly design your packaging.