Never judge a book by it’s cover, but always judge a product by it’s packaging

As a nation we tend to be pretty brand loyal, so for new products it can often be difficult to compete and stand out from the crowd. Below are some of the key things we take into consideration when we start to work on new packaging design projects.

Unique Selling Point (USP)

What is your USP? Does the packaging design let the customer know at a single glance? Customers usually only spend a few seconds glancing at aisles, so make sure whatever you’re selling is clear straight away, as people will not go looking for it.

Brand Personality

A key example of this is the Innocent brand – they have injected so much personality into their brand that it’s instantly recognisable. People often buy into the personality as well as the products. So It’s important to set the right tone –  we wouldn’t necessarily recommend adding jokes to your light bulbs. Find a style and tone that works for you and make it prominent.

Point of Sales Display

You may have spent hours on a product design and tested it till the cows come home but when it is placed on a shop floor it can easily blend into the background. We always encourage clients to get a point of sale display for their products, especially if the range itself is new, to increase sales. It will give you valuable space to promote the USP as well as shout about the product.

Is it memorable?

How many times have you gone to order something on your online shop and you can’t remember the name of it? That valuable customer may be gone unless you have something on your packaging that they can remember and is easy to track down. This may be something like a symbol, a mascot or maybe a tagline, the options are limitless, but again make sure it ties in with your brand and its personality.

Why not have a look at some of the product packaging designs we have worked on and see if any of them help you when starting your own packaging redesign.