Product Packaging Basics for Newbies

If you are the owner of a new business and you are about to launch a product, there is a good chance that you are thinking of ways to package it. Product packaging is a fundamental part of your product’s personality. Sure, packaging protects the contents inside, but it can also be a great way to market your brand and inspire consumers to choose your product versus other products on the same shelf. Some product packaging becomes so synonymous with a certain brand that it is hard for other companies to compete. This is why it can help to know some of the basics when it comes to great product packaging. Here are some product packaging basics for newbies.

  1. Do your research. Before you jump into designing your product packaging, you want to do a lot of research. This may require spending some time at libraries or just browsing the Internet. You want to look at everything – the design of press kits, menus, posters, or anything that you can find. Doing this research will help you find an aesthetic voice for your product’s packaging.
  2. Find out what your product’s experience is. It is also important to think about what your product’s experience is. For instance, if you sell perfume, you want think about capturing the scent on the packaging. How do you capture a scent? Well, you start by thinking of all the mental associations that the scent brings to mind – flowers, warm breezes, sand, ocean, vacations, love, and romance. All of those things can be captured in your packaging with photos, words and graphics. It may be important to spend some time with your product to find out what that specific experience is.
  3. Use color. Color is a simple, but incredibly powerful component in product packaging design. Without color, your product will disappear in the miasma of hundreds of other products. When it comes down to it, color can be used in unique ways – you can go the simple route with a primary color scheme or you can go for a more complex color scheme. Whatever you choose, you want color – it doesn’t need to be a lot of color, but it needs to pop.
  4. It’s okay to provoke. In life, you probably don’t want to go around provoking people, but in product design and product packaging, you can get away with a little poking and prodding. In fact, it may even work in your favor! When putting together your product packaging, you may want to think of a way to provoke people’s attention. You don’t need to be rude – you just want to call attention to your product.
  5. Think way outside the box. When it comes to product packaging, it is funny to think outside the box because you may literally be working on a box – the box your product comes in. This is why, though, you want to think outside of the box – because it is really a lot more than just a physical box – it is vessel by which your company connects with consumers; if the connection is not there, your product packaging has failed in its intentions.

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