At Midwest Graphics, we have our own design group dedicated to assisting our clients in the development of the perfect packaging for their products. With knowledge accumulated over many years in the printing business, these designers follow tried and true rules to achieve the best packaging to drive business and meet the client’s needs.
Simply put, great packaging design is the result of following certain guidelines. We offer the following tips:
- Know your audience
You HAVE to know who you will be selling to, before any packaging design can take place. If your product is being sold primarily to teenagers, the design will probably be different from a product sold to men who are 55+ do-it-yourselfers.
- Zero in on benefits
While features of a product can be mentioned in the packaging design, it is the benefits that resonate with buyers. Highlight these prominently.
- Two ideas are better than one
The design options for packaging should include multiple choices. Show them to prospective buyers and get their opinion as to which is most appealing.
- Balance package design against the cost of your product
The last thing you want to do is overspend on packaging design relative to cost of the product. You should strive for a design that stands out, but the shape and size has to be easily displayed on shelves.
5. Pay attention to what the competition is doing
Know what competitive products will be displayed alongside of your product. What is the shape and size of their packaging? You can then design your package to fit in, yet stand out.
- Pay attention to your other family of products
If the design is for a product that is part of an additional line of products, maintain a consistency in branding and color schemes and possibly even copy.
- Understand the shopper experience you desire
Do you want your customer to be able to touch your product, or is it going to be sealed? If a tactile experience is desired, a die cut window in the package may be appropriate.
- Realize your package is your billboard
Regardless of the size of the package, focus on strong selling copy mentioning features and benefits. Photos are also a great way to tell a story, build a brand and create a mood.
At Midwest Graphics, we have lots of ideas for designing that perfect packaging.