BUILDING THE PERFECT PACKAGE
In a retail environment, there is definitely psychology involved in designing product packaging. You need to inspire a sense of ownership before the product is even paid for. You want the customer to feel “that’s mine” when it goes into the cart. In some cases, you have to create that attraction before the product has left the shelf. Here are a few things to think about when designing a package to help bring about that feeling of ownership.
What kind of demographic are you aiming for? If your target demographic is the 8-year-old who likes super soft and squishy stuffed animals, your packaging is going to look and feel a lot different from the packaging you’d design to attract a 35-year-old mechanic looking for industrial-strength hand cleaner.
Not just the look, but the feel of the package is important—texture is an element that can be easily overlooked, but plays a part in the overall perception of the product within. Rough or smooth paper? Velvety matte varnish or shiny gloss? The texture has as much to do with your target demographic as it does with the product within. Are you aiming for that 8-year-old or the mechanic? The texture will play a part in who picks up the package.
Does your product stand out from the crowd? You’ll want to design something that doesn’t blend in with similar products. The human eye is seemingly programmed to pick up on anomalies; it is drawn to what is different. A package that is not the same size as everything else will stand out. Color is important, too. If most of the other items on the shelf are blue, pick a color from another part of the color wheel. Opposites on the color wheel stand out from one another and will draw the eye.
While we’re on the topic of color, are you familiar with the psychology of color? That’s another ballgame altogether. Are you looking to convey reliability and trustworthiness, or is your product more silly and fun? The color you choose can undermine your effort to convey a specific message about the product. You’ll want to consider the cultural implications of certain colors, as well.
Messaging is important too. What kind of message are you trying to convey? Are you an environmentally responsible company with products that reflect this, or are you a company with products aimed primarily at children? Your child-friendly design is going to be radically different from an environmentally conscious cosmetic company.
Disposal of your packaging is something to think about, as well. When designing your packaging, you need to consider how the customer will handle it after it isn’t being used anymore. Do you want them to recycle it? Re-use it? Store the product in it? The printing processes used and materials chosen can greatly impact how recyclable or re-usable your packaging is in the end.
Will your target audience accurately perceive the value of your product? Does your packaging scream “bargain basement” or uptown Manhattan? What do you want it to say to your target customer? Do you want your packaging to convey the idea that they are getting a great value for their money, or is this a luxury product with an equally luxurious package to indicate that it’s worthy of the price?
Packing Engagement Window
There is a limited window of engagement for your typical shopper. You need to visually attract their attention, inspire them to pick up your product, pull them in with the texture of the packaging, convey a sense of value in your product, inspire a sense of ownership, and a desire to take it home in a very short time frame. According to several studies of grocery store shoppers’ habits, you have 12 seconds or less to convince the average shopper to buy your product.
Global Printing Packaging
Let AA Global Printing help you through this process. With many years in the business, we can help guide you to the best practical solution for what you need to get your product noticed.