We put together this infographic of what goes into the thinking behind our packaging design work.
Just what is going on in the mind of your customer? That’s a question all brand managers are trying to discern. If you knew more about your customer, you would know about what appeals to them and the reasons they may reach for your brand before your competition.
This quick read lays out many factors that you should know when designing your packaging.
It also gives an overview of the types of packaging and where they fit on the cost scale and the process we use to determine the best shape, structure, and design for a package design.
Jump in! I hope you enjoy...
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Consumer Purchasing Decisions Are Made In A Matter of SECONDS!
Given how many different brand sexist in each product category, marketers must make their brands OP in-store or shoppers will switch.
Category of shoppers who actively see and consider only about 50% of the brands on the shelf…
Whit new products seen less than 33% of the time!
If shoppers don’t find what they’re looking for in 8-10 seconds they will often walk away.
ON IMPULSE
20% impassively buy in categories they had no intention to buy from before entering the store.
80% of allpurchsae in certain product categories are impulse buys.
Packaging To Stimulate
Shipper Engagement
Know Your Brand
Your packaging is the main voice in front of a consumer at the point of purchase. It is important that you package:
Scream Your USP
Short and Sweet - what consumer pain point does your product remedy and how does it doit - that’s your Unique Selling Proposition!
Convey Your Brand Promise
Make sure you deliver on selling point with a quality product.
Promote Brand Loyalty
Give your consumer a positive product experience and make them repeat buyers.
Emotional Motivators
Consumers use up to 8 different emotions when deciding to buy. Getting to know your audience and skewing the packaging design to there mindset is part of the battle.
9% Want To have Fun
“I love shopping -it’s my hobby!”
9% Avoiding Remorse
“Shopping is a chore, so I buy what’s easiest and trusted.”
10% Frustrated
“I just want to buy and be done.”
11% Know It All
“Im just getting information right now.”
12% Me First
“Cool! I have to be the first to have it!”
16% I’m Special
“I expect a top-notch experience- so treat me that way!”
17% Decision Anxiety
“Hmmmm…..choices, choices. I need some time to decide."
20% Validation
“Everyone says this is the best….I’ll take it!”
Scope Out The Competition
Research reveals that even small changes in a product’s appearance and presentation can dramatically impact shopping behavior and sales conversion.
The Competition
Knowing what your peers are doing is critical-studying what works for the best of category as well as what is holding hack low preforms can yield good clues on what direction might benefit your brand.
Category Trends
Keep and eye out for trending cycles in your category -some but not all may be with a closer look.
Shopping Environment
Visual tracking studies show that shoppers will typically pound in a retail department for just 3-4 second and fixate on a 8-10 different shelf locations before moving on.
1 in 10 shoppers will switch Brands inside the store.
Millenials and Gen X shoppers are the ones most interest in new product discoveries.
A distinctive package was shown to improve brand find-ability from 20-40%
10% of shoppers who have every intention of buying will leave the category empty handed.
Packaging Types
COST CONSIDERATIONS
The decision on what type of package best fits your products is in most cases cost driven.
Size + Material + Quantity = Cost
But with careful consideration, there is a package type to fit nearly any product.
Every packaging method has it sown pros and cons plus factors such as size, Material and quantity that weigh in on final cost. All things being equal, a typical scale in cost for packaging a product in various way may look like this:
Listed less expensive to more expensive:
Label
Header Card
Stock Clamshell
Sleeve / Wrap
Paper Board Box
Corrugate Box
Custom Clamshell
LABEL
Great for when your product IS your package
Can be made to look high-end with metallic foil or a die-cut shape
HEADER CARD
One of the most affordable forms of packaging
Often staple to vinyl bag containing product
STOCK CLAMSHELL
Used when low quantity and plastic packaging are desire
No mold or set up charges for a custom clamshell
SLEEVE/WRAP
Used when the product may need to be expose or touched
Less cost than a complete box
PAPERBOARD BOX
Prints great, affordable for low to mid-range quantities.
Can include unique folds, windows to stand out on the shelf
CORRUGATE BOX
Best for products that have weight or require the protection of corrugate
Looks great litho or flex printed.
CUSTOM CLAMSHELL
High start up cost. Requires molds and machinery to do the final package
Give great product view-ability
Consider if your product requires any special needs, as this may dictate a package type:
• Large or Micro Size
• Odd Shape
• Excessive Weight
• Food Grade Material
• Temperature Considerations
• Dispensing Needs
• Eco Friendly
• Low Print Run
And not to be minimized - How do you want it to present to your audience?
THE PATH TO PROFESSIONALLY DESIGNED PACKAGING
Whether you are starting from scratch or building on an existing brand image, Most packaging design will require the following professional services:
Structural Dieline
The dieline is the structural drawing that your packaging design will be applied to. It takes into consideration how product will be displayed (shelf, hanging), weight and sizing requirements, user experience (window, poke hole) as well as folding, gluing and printing considerations. This is your ‘base’ for all packaging design decisions.
Text
Make sure your product sUSP (Unique Selling Proposition) is concise and resonates with your intended audience. What does your customer need to know about your product to make their decision? The correct amount of copy is enough to convince but not too much to confuse.
Photography
Good photography is a must for almost ever package design, especially food products. Unless you are a professional,, I suggest you hire a photographer that can make your product look its best. Remember, clear and convicting mages make an emotional connection to the consumer.
Required Elements
Make sure you’ve go the required info you need. Regularotry requirements, UPC, disclaimers and warnings. Reprints are expensive and time consuming.
Design & Layout
Having all the piece sin one thing, but pulling it all together in a coherent AND branded design requires proven marketing knowledge of layout, color and typography.
Printing
The final step, but a more one. We all want the most for less, but they right printer can ;make or break all your hard work. Pull your printer in to the packaging design process at the beginning. That way, everyone will be working for the same outcome.
Sources: Deloitte, Digital Democracy Survey, April 2014