How to develop the best product packaging strategy?

Developing a successful long-term product packaging strategy is not an easy task. There are many variables and market conditions that need to be taken into consideration. That is why the packaging professionals are here to help you make the best decisions and achieve the results you are hoping for. Many variables and market conditions need to be considered. That is why packaging professionals are here to help you make the best decisions and achieve the results you want

If you are ready to take a proactive approach to create the best product packaging strategy, keep on reading.

Why do you need a strategy for your product packaging?

Packaging plays a crucial role in the customer experience. It is the first thing people notice and their initial physical interaction with your product upon purchase. First impressions matter, so it’s wise to put extra effort into optimizing your packaging.  
Customizing it to exceed customer expectations and evoke visual, sensory, and emotional responses is key to effective packaging. Engaging designs lead to increased profits and foster positive feedback, recommendations, and customer loyalty. These are all compelling reasons why your company should establish a product packaging strategy.

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Initial questions to ask yourself

What is your product?

duct? fragile and delicate items require secure packaging with high protective qualities. Liquid goods need durable, leak-proof containers. Confectionery and edible products require perfectly fitted boxes to prevent breakage. Large items with irregular shapes need custom packaging. Each specific product necessitates a different packaging solution.  Thus, consider your product's qualities, materials, fragility, and whether it needs special storage or logistical conditions. The answers to these questions are vital for developing a strategy and creating high-quality packaging that suits your needs pr

Who are your customers?

Knowing your customers is also important when developing a packaging strategy. Pay attention to their sex, age, interests, and other demographic data. You also need to understand what they are looking for, what their budget is, and whether they tend to support sustainable brands.  

In the design process, make sure your packaging is socially relatable and oriented toward your ideal customers. First, you need to stand out to capture their attention or stimulate them to make a spontaneous purchase decision.  

How do people buy your product?

In modern days, when developing a packaging strategy it is also important to know how and where people buy your products. Are your products only available online? Do you sell them in your brand’s shops? Or maybe your highest demand is at retail stores? A mix of all?

How people access your goods should play a huge role in your packaging design decisions. Consider how your packaging should differ according to the product distribution channels.

Steps to success

Choose your box style

The first step in developing a successful packaging strategy is to choose the style of the packaging box. The way the box looks, opens, is durable, and is usable all affect how customers interact with it. Determine which type of box is most functional and best suits the product's properties.

Select the right materials

Sticking to traditional plastic packaging and wraps is a big red flag to the modern consumer. People are more eco-conscious than ever, so brands across all industries have slowly started to implement sustainable solutions.  

The best eco-friendly packaging materials are paper and cardboard. Both materials are natural, renewable, recyclable, and biodegradable. Paper is great for filling and wrapping, while cardboard boxes are a durable solution for the outer packaging.

Create your information architecture

The next step is to create an information architecture for the packaging. It could include an attractive photo of the product, a positive testimonial, a catchy tagline, an intriguing story, a recipe, or a how-to-use guide.  

The options are endless. Hence, think about what you want to be recognized for. Choose a signature centerpiece for your packaging design and add 2 or 3 more informative elements to make it work.

Design and evaluate the result

Create a design that resonates with your clients, clearly conveys your brand message, and accurately presents your products. For best results, select all colors, fonts, and visual elements carefully, while following one main packaging theme.

After the design process is over, it is time for evaluation.  

Here are the characteristics of a good packaging design:

• Authentically represents your product

• Clearly shows which is the target audience

• Photos on the packaging match the package contents

• The product stands out both on store shelves and as an online listing

• The product is easy-to-recognize among competitor products

• All statement elements are visible when the packaging is shelved

• Packaging is reusable or recyclable

• Design is versatile

Receive feedback

When you are too familiar with something, it is normal to lose your ability to evaluate it honestly. Thus, packaging design concepts should also be assessed and approved by a test group of people who are not familiar with your brand. That way, nobody is biased and you will get genuine and authentic feedback about your packaging.  

Ask the group the following questions:

• What is this product? What does it do?

• Who is supposed to purchase this product? Would you purchase it?

• What is the first thing that captures your attention in this packaging design?

Once you know these answers, it is easier to decide if a packaging design accurately represents your product and brand. Genuine feedback is bound to inspire the proper alterations to the design.

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