People are visual creatures by nature. What differentiates a bad company from a good company is the fact that the latter knows how to attract customers’ attention with the help of packaging design. While an interesting and eye-catching logo does play a big part in marketing a product, nothing comes as close as the effects a visually appealing and striking design has on prospective customers.
Customers are drawn, more than anything, to products that look good. Something that is well designed and interesting is bound to attract more potential customers than a product that is poorly designed and looks bland. This is the importance of packaging design. It is, after all, the key part in marketing a product and ensuring it sells. It is also the key part in associating a brand to a certain thing – be it a color or a font. What that means, essentially, is that customers that are drawn to a package are bound to remember it later down the road before coming back to the product.
A good design should always reflect the product and the creativity and personality of the company. There is more, however, to packaging design than simply ensuring a package looks appealing. There is a whole science behind it – from the shape of the package to the materials used without forgetting of course its functionality. For example, of the many things to take into consideration when creating a package, one of the most important things to remember is certainly the protection it offers to the product. There is no point in making a package look visually interesting if it is unable to do what it was intended to do in the first place.
Many research studies have been done on the importance of packaging design, and if there is something they all have found, it is that simplicity sells. What people want, more than anything, is to get the information in a quick and simple way. Though it starts by attracting their attention through the means of elegant and eye-catching packaging, clearly labeling what the product is about is of the utmost importance. Companies want people to buy their products – they do not want people to walk away and buy a competing product merely because the information can be accessed more quickly on their package.
Other than simplicity, customers also want honesty and authenticity. In other words, they want to know for a fact that the product that is labelled on the packaging is clearly the product that can be found inside. For that to happen, companies should always ensure the package makes them look trustworthy. This can be achieved by making sure the package is made of the highest quality materials available. Good packaging should also reflect the personality of the company. If a company is green and modern, then the packaging should be recyclable and innovative.
There is no denying the fact that a logo plays a vital part when it comes to marketing, but the power a visually appealing package has on customers cannot be compared to it. Customers want to associate a product with something positive, and the packaging design is often the first thing that comes to their mind.