What to Consider When Designing Custom Packaging

There are some things in business you can never do over, so you better get them right the first time, and at the top of this list are first impressions.

For many customers the first impression they will have of your product is your packaging which is why designing custom packaging can be a wise investment.

“Your package design communicates key information about your brand to prospective buyers and sparks their interest in your product,” says Pulse Marketing. “A well designed package encourages them to select your product over a competitor’s, while an unattractive package may cause them to favor another brand. In fact, businesses have reported a 30 percent increase in customer interest when they pay attention to packaging.”

A well-designed package can not only protect the product but can communicate information, attract customers, capture attention, enhance brand identity, and boost sales.

Designing effective custom packaging, however, requires careful consideration of various factors starting with understanding your product and your target audience.

Understanding Your Product

The foundation of effective packaging design lies in understanding your product intimately.

So before diving into the design process, it’s crucial to have a comprehensive feel for your product and its unique characteristics. Consider the following factors:

• Size: The dimensions of your product directly impact the size and shape of your packaging. Oversized packaging can lead to excessive material usage and increased shipping costs, while undersized packaging may not provide adequate protection.
  
  
• Shape: Irregularly shaped products require custom-shaped packaging to ensure a snug fit and maximum protection. Packaging design must accommodate any protrusions, curves, or unconventional shapes to prevent damage during transit.
• Weight: Heavier products require sturdier packaging materials to withstand the weight and prevent crushing or deformation. Lightweight products, on the other hand, may benefit from cushioning or void fill materials to prevent shifting and damage.
• Fragility: Fragile items necessitate protective packaging solutions to safeguard against impact and vibration during handling and transportation. Consider using cushioning materials such as bubble wrap, foam inserts, or corrugated dividers to absorb shock and prevent breakage.
• Storage Requirements: Consider how your product will be stored both during transit and at retail locations. Stackable packaging facilitates efficient storage and reduces warehouse space requirements, while shelf-ready packaging enhances visibility and accessibility on store shelves.

These characteristics dictate packaging design choices and influence material selection, structural integrity, and overall packaging performance. Let’s look at two examples:

• Company A manufactures delicate glassware and must opt for robust packaging materials such as corrugated cardboard boxes with internal dividers to prevent movement and protect against breakage during shipping.
• Company B manufactures electronic devices and must design custom foam inserts within the packaging to securely cradle delicate components and mitigate the risk of damage from impacts or vibrations during transit.

Target Audience and Brand Identity

Who are you trying to reach with your product? Understanding your target audience is essential for crafting packaging that resonates with them.

Your packaging should not only protect your product but also serve as an extension of your brand identity, communicating your values and messaging in a visually impactful way.

Consider brands like Apple, known for their minimalist and sleek packaging, or Tiffany & Co., synonymous with their iconic blue boxes and luxurious feel.

Here are some points to keep in mind:

• Target Audience Preferences: Packaging should resonate with the preferences and expectations of your target demographic. Research your audience's demographics, psychographics, and purchasing behaviors to tailor your packaging design accordingly. Vibrant and playful packaging may appeal to a younger demographic, while minimalist and sophisticated designs may attract a more mature audience.
• Emotional Connection: Packaging design should evoke an emotional response and create a memorable brand experience for consumers. Consider incorporating storytelling elements or unique design features that resonate with your audience's values and aspirations. Eco-conscious consumers may prefer packaging made from sustainable materials, reflecting their commitment to environmental stewardship.
• Brand Consistency: Packaging serves as a tangible representation of your brand identity and values. Ensure consistency across all touchpoints, including packaging design, logo placement, and color palette, to reinforce brand recognition and loyalty. Consistent branding instills confidence in consumers and fosters long-term relationships with your brand.
• Differentiation: In a crowded marketplace, packaging design plays a crucial role in differentiating your products from competitors. Identify unique selling points and value propositions that set your brand apart and reflect them through innovative packaging design elements. Whether it's a distinctive shape, bold typography, or eye-catching graphics, strive to make your packaging stand out on the shelf.
• Consumer Experience: Packaging should enhance the overall consumer experience and facilitate ease of use and product enjoyment. Consider ergonomic design features, intuitive opening mechanisms, and informative labeling that guide consumers through the unboxing process and highlight key product benefits. Positive consumer experiences foster brand advocacy and repeat purchases.

Other Key Elements to Consider When Designing Custom Packaging

Understanding your product, brand identity and target audience will go a long way to helping guide the design of your custom packaging. Here are some other elements to consider:

• Functionality and Protection: At its core, packaging serves to protect your products. Choose materials that offer the necessary durability and protection during transit and storage. Factor in considerations like stacking, shipping, and environmental conditions to ensure your packaging performs optimally throughout its lifecycle.
• Design and Aesthetics: Visually appealing packaging captures attention and communicates the essence of your brand. Pay attention to color schemes, typography, imagery, and product information placement. Strive for a balance between aesthetics and functionality, ensuring that your packaging not only looks good but also effectively communicates key product details.
• Cost and Production: While designing custom packaging, it's crucial to consider budget constraints and production feasibility. Explore various materials and printing methods that align with your budget while maintaining quality standards. Partnering with a reliable packaging supplier can streamline the production process and ensure timely delivery of your packaging materials.
• Sustainability and Environmental Impact: In an increasingly eco-conscious market, sustainable packaging practices are paramount. Choose eco-friendly materials, minimize waste, and explore recycling options to reduce your environmental footprint. Sustainable packaging not only benefits the planet but also enhances your brand's reputation and resonates with environmentally conscious consumers.

Businesses that carefully choose custom packaging can not only protect their products but also enhance brand perception and foster customer loyalty.