The Role of Package Designing in Consumer Sales

Let’s begin by talking about what exactly is Product Package Design. Packaging began as a tool that provided products with a protective covering layer. Branding and sales were simply not a part of packaging until the end of the 19th century.

Today, however, the packaging is first and foremost seen as a branding & marketing tool, and then only do we ever sit and think about the actual practical implications. In this blog, we explore what are the things that Package Design has to offer.

Importance of having a good Package Design.

1. Protection: Natural elements like wind, water, and dust are corrosive in nature. A package acts as a barrier protecting the contents of a product from these.
2. Usability: Along with being a protective shell, packaging also has several practical implications. Most packages double as containers too. For example, a packet of biscuits also holds the biscuits as a bowl or a plate would. This becomes an important feature as a lot of packaged items are meant to be single-use and should not require much effort.
3. Branding: Now it may be true that it’s not as essential as the other two things. But in the end, all companies sell products as a business. And it is very important to keep a business afloat. Branding, hence, becomes the most dynamic purpose of a package. Good package design appeals to the consumers better, boosts sales, and earns the business profits.

Let us explore the branding aspect of package design further.

How does Packaging attract customers? The proverb that dictates you shouldn’t judge a book by its cover is too idealistic. In the real world, people do judge products by their packaging. But that’s not a bad thing! Instead of being a hurdle to sales, packaging can in fact have a greater role in boosting the sales of a product than the product itself!

Packaging can do a great job attracting customers because consumers directly link the brilliance of package design with the brilliance of the product. If you were buying a soft drink for example, would you pick a can that has bright vibrant colors, big fonts, and a big logo on it, or would you pick a can that is white in color and has small text saying “Soft Drink” on it?

What are the key points to be considered while planning the package design?
There are several things that affect the level of attraction a package design might create in a consumer’s mind. A few key points that designers keep in mind when designing the product package are:

• What are we selling? — This simple question can change the entire look of a product package. Depending on the industry to which the product belongs, and what the nature of the product is, designers make changes to packaging. For example, food products usually have bright-colored packaging as studies prove bright colors induce a feeling of hunger, and apparel like watches and ties usually have minimalistic and more pastel packaging as they look more premium/elegant.
• Who is the target audience? — Who the product is made for also dictates what the package design should look like. This is a question package designers have to constantly ask themselves. Factors like age, gender, demographic, economic status, and language affect this decision.

How can we make package design more appealing?

The things mentioned above in the blog are all general guidelines that are available to all designers who start off with package design. But that does not ensure whether a package design will turn out to be successful.

The designer’s expertise and creativity play a big role here. Do you have a product, but no package design for it?

Reach us at hello@koloursync.com and let our expert Product Package Designers give your product an image that helps boost its sales.