Manufacturers of goods have a matter of seconds to capture the attention of customers. After all, it’s very difficult to stand out among all the boxes, logos, and slogans. In fact, the first thing that sells any product is its packaging. Of course, in the end, everything is decided by the quality, but it is the packaging that becomes a business card or presentation after which the buyer makes a decision. And it is packaging that we work with at Evopack.
What tasks should packaging solve?
Effective selling packaging solves several problems at once:
- Lets customers know what kind of product is underneath;
- Explains how this product is better than its analogues;
- Highlights the product among hundreds of boxes on the shelf;
- It hits the tastes and preferences of the target audience.
In addition, packaging should be budget-friendly, because it cannot cost more than the product. By the way, it is for this reason that we recommend using universal cardboard.
You need to understand that packaging should be functional first and foremost, and only then can we talk about beauty. There is no point in putting priceless author’s illustrations on the box if the buyer cannot understand why he needs this product.
Creating effective selling packaging
Here are some basic recommendations on how to create packaging that will make your product sell:
- Hierarchy of information. The most prominent blocks should be those that explain what’s in the box. All elements should be clearly structured, without a chaotic jumble. Moreover, the structure should be familiar and understandable. It is in this aspect that excessive creativity is likely to play a disadvantage to the brand. The main information should be in the foreground, and the secondary information should be on the back or side.
- Answers to questions. If the buyer chooses milk, he or she must know exactly what kind of milk it is, what fat content, what expiration date, and where it is produced. It is important that pickled, salted, chopped, whole and any other cucumbers, even in identical jars, differ from each other.
- Specifics. The information on the packaging should be comprehensive but concise. No need to use general phrases about a unique product and impeccable quality. Give specific facts and figures.
Honesty. After buying the product, the customer should not have new reasons to joke about expectations and reality. If you use photos and illustrations, they should match what is inside as closely as possible. Otherwise, there is a high probability that the buyer will prefer another brand next time. - Simplicity. Use simple fonts and equally simple color combinations. Ideally, a customer should be able to understand what is in front of them within a few meters of the counter. Inscriptions should be read from different angles, so avoid slanted fonts or complex outlines. In rare cases, complex fonts can be used in logos, but this mainly applies to products that are already known and understood by their audience.
- Uniqueness. Simplicity does not mean boredom and uniformity. Keep track of the main trends in packaging design in your industry and go against the grain. If your competitors mostly use bright and colorful boxes, go for white minimalism. And if you have a laconic modern style and neutral color scheme, add bright spots to your packaging.
