When it comes to launching a new product, nailing the packaging design is absolutely necessary.
So, what is good packaging design?
Nailing good packaging design isn’t just about making your product look nice on the shelf.
It’s about effectively communicating your brand’s story, values, and essence to your target audience.
It’s the first impression consumers have of your product, and it can make or break their decision to purchase.
Let’s delve into the six qualities that define good packaging and how you can ensure your packaging design is on point right from the start.
What are the 6 qualities of good packaging?
Let’s talk about some of the most important qualities of good packaging, and give you some questions to help you define what that means for your brand.
Our Atlanta designers pay attention to these things, and we think it will help for you to look at them closely as well.
These qualities will help determine your goals and criteria for your package design.
1. Functionality
- Ask yourself: Does the packaging protect the product adequately? Is it easy to open, use, and store?
- Example: Think of Apple’s iPhone packaging – sleek, minimalist, yet highly functional, protecting the product while being easy to unbox.
2. Aesthetic Appeal
- Consider: Does the design catch the eye and evoke the desired emotions in your target audience?
- Example: Toblerone’s distinctive triangular packaging not only stands out but also communicates its premium quality and Swiss heritage.
3. Brand Consistency:
- Question: Does the packaging align with your brand identity, values, and messaging?
- Example: the graphic design of Coca-Cola’s classic red and white packaging remains consistent across its range of beverages, reinforcing brand recognition and loyalty.
4. Differentiation
- Reflect on: Does the packaging set your product apart from competitors on the shelf?
- Example: Tropicana’s unique orange cap and straw-in-the-orange packaging instantly distinguish it from other orange juice brands.
5. Practicality
- Consider: Is the packaging practical for retailers in terms of storage, display, and stocking?
- Example: Pringles’ cylindrical canister not only protects the chips but also maximizes shelf space utilization for retailers.
6. Environmental Sustainability
- Question: Is the packaging eco-friendly and aligned with consumers’ increasing environmental concerns?
- Example: Lush Cosmetics’ naked packaging approach eliminates the need for plastic containers, promoting sustainability and reducing waste.
So start from these points, and work on refining your plan to meet the needs of your brands and your customers.
At the End of the Day
Good packaging design isn’t just about aesthetics; it’s a strategic tool for building brand identity, establishing consumer trust, and driving sales.
By considering these six qualities and asking the right questions during the design process, you can create packaging that not only looks great but also resonates with your target audience, setting your product apart in a crowded marketplace.
Remember, great packaging is an integral part of becoming a great brand, so don’t underestimate its importance in your overall branding strategy.
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