The 5 Golden rules of Packaging Design
Packaging Design, also known as Package Design is very important element in your brand identity. A good packaging can easily inspire trust and enable you to command premium for your products. Whether you’re looking at creating a new packaging design or refreshing an existing one, here are 5 golden rules you should take into consideration.
Rule No. 1: Your Packaging Design should be true reflection of your brand/product
Neither over-promise, nor under-deliver. Packaging should be mirror image of your brand/product. It is quite human to form expectations looking at the package. Your brand should not disappoint customers, or trick them into something they don’t expect. Use the Front of Pack (customer facing side) to clearly express what the brand stands for. Use both visual + verbal methods to do so.
Rule No. 2: Your Packaging Design should be consistent
Your product may have multiple variants, packaging formats, or may be sold in varied sizes. It is important to have all of them look consistent. Own a visual and verbal style and know that your customers will recognise you with it. Consistency always inspires trust.
Rule No. 3: Your Packaging Design should be clear and precise
Use your packaging as vehicle of your advertisement. You can communicate a lot on your packaging if you use the real estate smartly. Include the reasons to believe in your brand.
Rule No. 4: Your Packaging Design should be different and own-able
A unique packaging pops out on the shelf. Differentiate your packaging by means of format, shape or colour palette. Today, we have great ease in recognising Tide with orange colour or Cadbury Dairy Milk with purple. We instantly know it, without even reading brand names. Pringles box and coke bottle does the same magic. That’s the power of differentiation.
Rule No. 5: Your Packaging Design should be functional
Think about the environmental footprint of your packaging. In international transits, cost of transportation is by cubic metres of space occupied, so keep the package moderately small. Deliberate over packaging materials and shelf life of your products. Make it recyclable, if possible. And of course, adhere to all legal compliances.
Try to raise the bar. Break at least one norm in the category you operate in. And delight your customers.