Product packaging and labelling is often overlooked as something unimportant. However, like an extension of the product itself, it can attract customers as well as build the brand’s reputation.

Well executed product packaging can attract customers and build a brands reputation, but packaging aesthetics is only one small part. The product packaging should appeal to the customer, but must also appeal to any potential retailers.

One of the most crucial elements to consider is the users. Is it difficult and frustrating to open the packaging or is the process simple and easy without causing an undue mess. Often the biggest difference between leading brands and new-to-the-market brands is the packaging user experience.

Sustainability is now at the forefront of the modern consumers minds. Minimal packaging which uses less material and material that is also reusable or recyclable can help to promote a positive response from customers that are new to the brand.

Packaging with clear, concise and simple copy that shows—doesn’t tell—the major benefit of the product. Keep it simple and short and show how the product can address queries the customer may have. It’s also important to be conscious of the cost involved in creating effective packaging. High-quality printing with additional processes, such as foiling, embossing etc all come with an additional price that may not fit a product’s budget. In many cases, it’s best to go with a simpler design.

Finally, at times products can look the same on the shelf which follows a similar design to its competitor’s offerings. Imagination doesn’t come with a cost, so make sure your packaging stands out. Whether that buys using bright colours or a different packaging shape or material than competitors. When people see it in-store you want the customer to know they’ve bought something unique.

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