The packaging of your product should do more than keep the contents intact. It should attract shoppers, be informative, and stand out. Making the wrong choices in packaging design can discourage customers from trying out your product, leading to weak sales. When designing a product package for the first time, it’s easy to make mistakes. Some are more common than others, and you should avoid them. Here are some of the most common mistakes first-timers make in packaging design.
Failing to communicate
What is inside this package? Why should I buy it? Why is it better than other products? Is it worth my money? The packaging must answer these questions. A product only has a few seconds to communicate with a customer, so all the information should be presented in a clear, concise, yet complete manner. However, make sure not to overpromise or mislead. The customer may be impressed by your promises, but disappoint them, and they will not buy again.
Lacking in functionality
Functionality covers many aspects of how the packaging performs its tasks. Ideally, packaging should be easy to open, easy to store, and easy to dispose of or easy to recycle. Buyers don’t want to spend lots of time figuring out how to open a package, and they don’t want the product to take up unnecessary space in their homes either. Think about times when a product package frustrated you, and keep those in mind when you design your packaging.
There is greater pressure than ever to become environmentally friendly these days, which is why even though coffee now comes in paper cups, some stores will reward you if you bring your own container. Buyers have become more environmentally-conscious and will avoid packaging that they think might harm the environment. Use biodegradable materials as much as possible, and if not, make sure to state clearly if you are using recycled material or if the packaging is recyclable.
Trying too hard
Specific brands can get away with being witty or funny with their packaging. However, this doesn’t mean you can too, especially if it doesn’t align with your brand or product. Try to keep the copy consistent with your brand, but at the same time make it exciting and emotional. It is an opportunity to connect with customers and make them feel a certain way towards your product, so use this opportunity to explain why your product understands your customer’s needs.
Doing it yourself
Even if you have terrific graphic design skills, it’s not enough. Product packaging is more than just graphics—it requires knowledge of how supermarkets work, how people behave inside, what competitors are doing, and plenty of other factors that can only be mastered through experience and requires the perspectives of several different people. If you successfully developed your product yourself, you can either gather a team of sales and marketing professionals and do research on packaging or outsource the packaging design research to a company like pactivate.com.