The Power of Packaging

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Supermarket packaging

First impressions are everything and that’s never more true than when we look at product packaging. With consumers being overwhelmed with shelves of different packaging, colours, brands and product messaging it’s never been more important to stand out from the competition and ensure your packaging jumps out and speaks to your target demographic. So today we are talking about the power of packaging and how to get it right.

Market Research

Market research is an integral part of package design and is the essential starting point for all brands launching new products into the market. Proposing different ideas, designs and aesthetics for your products and testing them before they go to market is the best way to test their ability to stand out and build desire. As packaging can be as crucial as the product itself it’s critical that brands are investing time and money into creating the best packaging they can to connect with their consumers.

Neuromarketing research is a very interesting development in the world of package design and offers very insightful metric research into the way people actually react to the product environment around them. This new eye tracking research is making waves in enabling brands to understand what stands out to consumers so that we can learn more about how to build desire for our product ranges.

Dare to be Bold

One of the most important elements of packaging is finding a way to stand out from the competition and grab the customer’s attention. So brands should be spending time researching their competition. Looking at who’s getting it right, who’s getting it wrong and why. From there brands then need to look at how they can then be different in the visual impact their packaging makes.

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The Science of Colour

The colour we use within our packaging is paramount in creating effective and powerful packaging. The brain reacts differently to different colours so brands need to look into the science of colour when looking at packaging. Thinking about the values that your product stands for and the benefits that it provides should then be extended out into the colour palette of the packaging. Think about whether you want your packaging to be chic and sophisticated, or whether you’re looking for fun and approachable and then plan your colour scheme around those brand values.

Create Brand Recognition

All package design should be aiming to create brand recognition across all products ranges and into the greater marketing strategy. Making your branding memorable and recognisable will enable you to ensure people start taking notice of your products on a long-term basis. Staying true to one specific look, logo, colour scheme and overall packaging design will ensure you begin building trust with consumers, with the end goal being to obtain true customer loyalty.

The end goal is that with effective packaging you will have consumers going to the shelf and looking specifically for your product. So first you must stand out, then build trust, so that eventually you can obtain the ultimate product goal- customer loyalty.

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Student @ Advanced Digital Sciences Center, Singapore. Travelled to 30+ countries, passion for basketball.