A Small Business Guide to Packaging Design
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Are You Packaging Your Goods Correctly?


Is your packaging design setting the best possible tone with your customers for what they can expect from your product?  When a consumer walks into a store or clicks onto a website to make a purchase, they’re met with a first line of defense—your product’s packaging. This is your big opportunity to make a first impression with your potential buyer that will stand out from the crowd.

Is your packaging design setting the best possible tone with your customers for what they can expect from your product? Are you inviting new customers to take notice of your product and maintaining brand consistency in a way that creates customer loyalty?

Read on for our best data driven recommendations to get the most out of your product’s packaging design.



Attractive packaging catches a customer’s eye. Research shows that consumers are likely to spend more time looking at a product if the package is aesthetically pleasing, and visual interest usually translates to a buying decision. Carefully consider elements such as typography and color as you design your product packaging.

Fonts should be readable and convey the personality of the product, so choose a font that portrays a professional yet vibrant edge. Font consistency is especially important, so choose one or (at most) two fonts that you prefer for your product packaging and stick with them. Too many font changes can denote chaos, confuse your customer, and make your product appear less than professional.

Color may be the most important choice in your product’s packaging, because it conveys a message about the personality of your product within a second’s glance. For example, white sets a tone of cleanliness, innocence, and simplicity, while black denotes power and expensiveness. Use bright colors like yellow and red to share happiness and excitement, and more subdued greens to convey growth or freshness for products associated with health.

The most important, instant impression packaging must give is QUALITY.



As soon as consumers see your packaging, they should be able to recognize instantly what your product is, what purpose it serves, and whether it is designed to meet their need.  For example, you can design the most beautiful tube in the world—but if your customer isn’t sure whether it is foot cream or toothpaste, they’ll be left confused and will move on to an option that is more clear. While making your product aesthetically pleasing, remember to simplify and convey your message clearly. Imagine a customer quickly scanning the shelf looking for the product that fits your need. Your name and product type needs to be obvious.


Brand Loyalty

As you design the packaging for individual products, keep in mind the overall brand message that you want to convey. To create brand loyalty among repeat customers, you want to set the tone so that the consumer can easily recognize all of your products as belonging to the same line. For example, if a customer already uses and enjoys a particular company’s face wash, they may be inclined to choose a product from the same line when buying lotion. But if the company’s lotion packaging isn’t a similar aesthetic (color, font, design, etc.) to the face wash, they won’t recognize the new product as belonging to the same line. Consistency is key to long-term brand loyalty.



When a consumer shares an image of your product packaging with their social network (think Facebook, Twitter, Instagram, etc.) that’s free marketing for your company. And it’s the best kind of free marketing, because it comes with the customer’s inherent endorsement of your brand.

Did you know that almost 40 percent of all consumers say they would be more likely to share photos of product packaging on social media if the packaging is interesting or gift-like? Since word of mouth has been shown to be the most powerful form of marketing, that’s knowledge worth implementing in your design.


Going Green

As more and more consumers become aware of the effects of climate change, living a green lifestyle has become increasingly top of mind. Customers don’t want to feel that their buying choice is damaging to the earth based on your product’s source or packaging. Where possible, simplify to use a minimum quantity of materials for packaging, and take advantage of recycled materials to show your brand as a supporter of environmental health. This is an increasingly “hot topic” and important issue to consumers.


How do you maximize convenience, great aesthetics, brand loyalty, shareability, and eco-friendliness in your product packaging design? Share in the comments!
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