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Considerations for Designing Product Packaging

Posted by Jane White on
Considerations for Designing Product Packaging Product packaging often comes as a second thought to the design of the product itself. However, packaging can actually have a large impact on the overall success of the product. To achieve the highest success rate possible, the product packaging should complement and accentuate the product itself. Taking into account the following considerations for designing product packaging will enable you to create a more effective and eye-catching display for your products.

Color

One of the most important considerations for designing product packaging is color. Marketing and advertising experts have studied color theory and color psychology for a long time, as it can subtly influence consumers in rather significant ways. Though the average consumer may not consciously contemplate the color of a product’s packaging, it can still subconsciously influence their buying behaviors. Certain colors evoke certain emotions. Utilizing color psychology to encourage particular emotional responses, therefore, can influence purchasing decisions and can encourage consumers to purchase your products over competitors’. Choose product packaging colors that relate to the overall message and image of your company and that complement the design of the product well.

Shape

Product packaging comes in all shapes and sizes and you can often adjust it to fit the exact dimensions of the product held within. As one of the chief purposes of product packaging is to protect the product inside, it’s important to consider how the shape of the product packaging might influence the product’s integrity. For instance, if the product packaging allots too much space around the product, the product may shift around during transportation and suffer damage. Choosing a packaging shape that allots a little less wiggle room will decrease the likelihood of damage during transportation. You should also consider functionality when choosing the shape for your product packaging. Bulky, oddly-shaped packaging is hard to carry and store and may deter consumers from purchasing the product. Choosing a sleeker shape for your product’s packaging will make it much more manageable and appealing to consumers. Clear tube packaging, for example, is sleek and easy to carry and store while also allotting just the right amount of empty space to properly protect the product.

Text

Text can also play a large role in the overall success of a product, and you should carefully consider it when designing product packaging. Crowding your product packaging with tiny print can overwhelm the consumer and cause them to lose sight of the product on display. Instead, choose the most important information to display on your packaging. Other information on an insert within the packaging can also be helpful. You should also be cautious of the fonts you choose for your product packaging. Choose a font that is not only appealing but also legible. The more straightforward your copy is, the more likely consumers will be to put their faith in your products.

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