How To Make Your Products Stand Out With Optimised Packaging Design
When you are trying to market a product or a whole brand there are several stumbling blocks you are likely to come across. These challenges might be intimidating, especially if you are a new brand, but as well as being something of a hurdle they are also a fantastic opportunity for growth and learning - all of which has positive implications for your company’s reputation and longevity. After all, in life and in business, it’s not about the challenges you face but about how you can overcome them and build your business despite the odds.
A common challenge that business owners face, especially if they are a new brand, is making their products and services stand out from the competition. We all know that the markets of today are highly saturated with often similar products, and competition levels remain high across various industries. This can mean it's hard to get your brand noticed and capture an engaged audience at the right stage of their purchase journey.
One of the most important tools you have available to you in this regard is your branding, and more specifically, how you brand and package your products. It’s important to note that while branding and carefully designed packaging can have a strong positive impact on your marketability, it is not a complete solution and should be used in conjunction with other marketing strategies such as social media marketing, SEO, traditional marketing, and content marketing such as blogs and PR.
Top brands in the UK and indeed the world will spend considerable amounts of money on R&D when it comes to packaging. They use surveys and customer behaviour data to identify the kinds of products and packaging that are favoured by their target demographic. They will look at which shapes, colours, styles and materials are considered better in the eyes of their potential customers, as well as how packaging can be used to tell their brand story effectively. Here are some of the main considerations to bear in mind when using packaging as a marketing tool to make your products stand out.
Principles of packaging design
One of the most important things to do when you are designing packaging for your products is to firstly identify your target audience. Who are you selling your product to, are they male, female or both? What is their general age range? Do they have additional interests that intersect with your product niche? These are just some of the questions that will guide you when you are making your user or customer profiles, and the process you use and the questions you ask can be as specific as you like. Generally speaking, the more specific you can be when defining your target audience the better.
This process will leave you with some vital insights into your users’ preferences and the kinds of products and branding that appeals to them the most and will help you decide whether plain or printed packaging is best for your products, for example. It will give you the right foundations to guide the packaging design process to keep your project on track and aligned with both your brand principles and customer preferences.
Another key aspect of packaging design you’ll need to think about is what your competitors are doing. It can be tempting for a new - or even established - brand to want to take an idea from another company that they know works and to replicate it quite closely in their own products and packaging. It’s absolutely fine to research competitors and draw inspiration from their methods but remember that you need to stand out from them - not copy them completely!
Remember that your packaging is an outward signal of your company’s credibility and makes a huge difference to how your products are received by your customers. Packaging not only needs to look a certain way depending on your industry, it also needs to fit the bill in terms of quality, sustainable materials, and ease of use. Your customers want packaging that does not cost the earth and can be disposed of easily when they’re done with the goods. They also don’t want packaging that is hard to use or otherwise inconvenient, so focus on these aspects as well as aesthetics.
Resources:
Personalised Gift Box - CoffeeCup
Personalised Gift Bags - Monero
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