Product packaging isn’t just the box that your product comes in. It isn’t just the plastic wrap that forms the perfect seal around the flaps. And it isn’t just the main way to transport something to your customer’s door without anything getting broken.
It’s a branding opportunity. It’s a way to market yourself. And it’s all part of the amazing customer experience you’re trying to provide.
As such, when you’re knuckling down on the final stages of the packaging design for your product, you’re probably going to be most focused on making sure it’s sturdy enough for transit, and has all the right information on it.
But there are a few very important details you don’t want to forget about before you sign off on your packaging. Here are 3 of these elements for you to consider while you’re still in the testing stages.
How Easy it is to Open
When packaging is shut down tight, and taped shut in such a way that it’s impossible to open without a sharp implement, you might find that your customers get pretty frustrated with your packaging design.
Of course, you don’t want anything to get past the seal (especially if you have to ship items internationally), but you also don’t want to make it too much of a fuss to open once it’s actually arrived.
Many brands will include an easy open tab that’s either indented already, or there will be an easy-rip tab that can be pulled off in one go. Both times, however, it will also be clear to see if someone has already attempted to open the package.
What You Want to Say (and how to say it!)
Your packaging needs to have the right information on it. But this information needs to be delivered in the right way too. Because branding isn’t all just words. It’s colours, tones, textures, and emotions too.
When it comes to your packaging, your info stickers can’t just be jam packed with everything someone might want to know. There needs to be a stronger sense of visual branding across the board.
You should also think about whether or not you’re delivering too much information. Product packaging is about the product inside, and the focus should be on that product. If it’s all about you/your brand’s journey and/or mission, it’s not going to speak to your consumer at the right level.
Whether the Design ‘Fits’ Your Brand
Say you’re selling a sleek, stainless toaster that has a touchscreen that lets you pick from 10 different toasting settings.
What should your box look like? It should invoke the same design as the toaster inside; it should bring to mind the sleekness of premium technology.
And this principle applies to any and all products. Double check that your packaging design ‘fits’ with the item inside.
Your product’s packaging isn’t the last thing to think about. It needs to be as carefully branded as every other part of your product experience.
