Product packaging can make an item seem as though it is worth more and is more desirable. Taking the time and care to create something that speaks directly to an audience is worth the cost and effort because it results in increased perception of affluence. The value of the item may remain the same but people will think it is higher because of how it looks or feels.
What is the magic formula to improve product packaging? Designers often try to work within a narrow set of parameters laid out by the parent company, such as specific colors and wording. However, it may or may not be well-suited to a product with a luxury look. Consider how well the item fits in with similar products of equal quality and their product packaging designs.
How Does Packaging Add Value for Consumers?
Some of the trends driving the luxury goods packaging market include using more environmentally friendly materials. Experts predict the market value will reach $4.9 billion by 2025.
Although the look and feel of packaging materials can make a difference in the appeal of a product, many other factors impact how well received the item is and whether it meets the standards of the audience.
1. Choose Material
Packaging is made up of a lot of different materials, such as plastic, cardboard and paper. However, variations amongst all those types of packages create a more or less luxurious feel. Choose a higher grade of plastic, for example, for a more appealing look and stronger protection for the product.
The consumability of the product will also dictate the material used. Beverages need glass, aluminum or cardboard packaging. Items in glass containers have a higher perceived value than those in cardboard cartons.
2. Fulfill Legal Requirements
Depending on the item, makers must fulfill legal obligations on the package design. The placement, wording and ability to meet government standards can all add to the package’s value. For example, food products in the United States have to be listed accurately according to USDA standards.
The standards vary from location to location and within different industries. Working alongside a legal team to design a product package ensures protections for the company and reduces the risk of fines.
3. Improve Access
One way to add value to a product is to make access to it easier for the user. A perforated section of plastic on the back with a thumb tab makes it easy to remove the item without using scissors or other tools.
Think about the best way for users to access the item most easily while still protecting it in packaging. It may take some trial and error to get the right balance. Test design thoroughly by opening it with one hand, both hands and in a variety of settings. Consider challenges customers might have and how to overcome them with simpler design.
4. Meet Consumer Expectations
Survey customers to see what they prefer for packaging. Some will say heavy cardboard with color print is more luxurious while others want something different. The audience should dictate which materials, colors and designs one chooses.
A few control groups can help companies try out different options and figure out which elements work best to add to a product’s appeal. Is there any information missing that they need to know to make a decision to buy?
5. Place the Logo
How well the logo blends with the rest of the design can make or break a product’s appearance. Studies show that most logos appear near the top front of the product packaging and in a noticeable location
Figuring out best placement can be tricky with all the other information one must include on the outside of a package. The logo must appear naturally but still be what draws the user’s eye. Should it be larger than the other elements on the outside of the package or blend in naturally? Some product packaging even has clear sections so the logo on the product itself shines through.
6. Lean Toward Cardboard or Paper
When in doubt, go with cardboard or paper for product packaging. Around 83% of consumers feel cardboard packaging offers more options and creativity than other types of materials. Paper or cardboard has an artisan feel, so seems more customized.
Designers must use common sense when choosing cardboard or paper. If the inner product needs to be designed in a bottle, the label might be made of high quality paper for a label. Another option is to use cardboard packaging on the outside of the product and add all the needed info to entice the user to make a purchase.
7. Make It Collectible
Truly unique package designs become collectible over time. Is it iconic to your brand? One example would be the blue Tiffany’s box. When someone sees the Tiffany-blue packaging, they immediately know there is an amazing gift inside.
Some companies choose to mix up their offerings and place different designs on the packaging as seasons change or years pass. Those who love the product may keep old packaging and add to their collection, increasing sales for the user and improving the value perception of the brand.
Can Packaging Really Change Emotions Toward a Brand?
How can companies improve product packaging today and increase the perceived value of the brand? Beautiful product packaging influences buying decisions. Thinking through the different aspects ensures a luxury feel that matches the item itself. The feel of the package in a customer’s hands and the overall impression it makes on the person is what drives brand loyalty and increases sales over time.