The packaging is what makes products catch our eye. You'll often buy something because you liked the box or go for the more appealing case when choosing between two unknown items.
This tendency can be an advantage for you as a business. Consider the box as part of your marketing strategy and a way to communicate your company values.
Let's examine the essential factors in selecting the ideal custom packaging for the items you're selling.
Material & Durability
We'll start with a pragmatic aspect. Apart from communicating with the customer, your packaging needs to be practical and travel well. The specifics depend on what you're selling, but it pays to consider these things, especially if your products are bulky or fragile.
When it comes to your boxes, here's a quick guide for the best applications of commonly-used materials:
- Paperboard - excellent for printing, best used for retail goods, food, and cosmetics.
- Corrugated - sturdy and flexible, great for fragile or bulky items, shipping boxes, and produce.
- Plastic - lightweight and cost-effective, suitable for storing food.
- Foil sealed bags - highly adaptable, excellent for tea, coffee, and clothing items.
Of course, the list goes on in reality. View this as a starting point for your deliberations.
Using environmentally hazardous materials is a terrible practice, and it'll make your company appear in a negative light. If possible, incorporate green materials in your design.
Luckily, there are many sustainable packaging options for you to choose from, and they aren't inconvenient or cost a fortune, either.
Finally, if your product requires specific labeling, incorporate it into your overall design. That way, it doesn't seem like an afterthought or harms its overall appearance.
Knowing Your Audience
When creating a product, you should leave aside your tastes and think about what your audience would like most. The same applies to packaging.
To design customer-centric boxes, you first need to understand your target demographic.
Projecting Your Customer
Well-developed customer personas facilitate the design process. Once you create one, you can use it for reference while making small aesthetic decisions.
Developing a customer persona isn't that difficult if you've been in the business for a while. Know who you're selling to and what they enjoy seeing. Then, reflect on which emotions you want to evoke with the audience and create a custom package that matches that idea.
Note: If you're new to the market, you won't have a target audience developed yet. In that case, use the other companies in your niche as a reference.
A Short How-To
Of course, determining the specifics depends on your company's commodities, message, marketing campaigns, and budget. While no two companies will follow the same process, we can offer some general guidance.
Most importantly, start with your product. After all, it's the purpose of designing the package, and it needs to fit it and sell it. Answer the following questions:
- Is the packaging physically suitable for my product?
- Does the aesthetic match what I'm selling?
- Is there a sense of my brand on this box? Will the customers recognize it?
- Am I sending a message with this packaging?
If you don't have the skills for it or a design expert in your team, hire a third-party to prepare the artwork.
For example, check out the offer here to see everything you would get from such a service. It might seem unnecessary to outsource this part of the manufacturing process, but once you understand how impactful it can be, it becomes evident that doing it right matters.
Lastly, when you put your final creation out there, don't be afraid to receive feedback and act on it. Don't stick to the original idea if it's not working - customers will get used to a new design, especially if it's better.
In a Nutshell
As you can see, there's a lot to think about when choosing the right packaging.
Still, it's worth the challenge when you recognize how much it can do for your company's image. Plus, when you finish the process and your design is on the market, it does the rest of the work for you. Don't pass on that opportunity.