It’s what’s on the inside that counts, but it’s amazing what good packaging can do for your product.

The way your product is packaged plays a surprisingly key role in how consumers respond to it. Good packaging can elevate your brand, justify a high price point, and serve as a key distinction between yourself and your competitors and that’s just the beginning.

To understand why packaging is so important, you have to understand what your packaging communicates. There are a few fundamental elements of your product packaging: shape, design, materials, colors, and text. Each element communicates something about your brand both on its own and in relation to the entire package. These are things like:

• Your brand’s voice and values.
• Who your product is marketed to.
• What your product does.

When it comes to choosing the right materials to package your products, you can’t go wrong by paying close attention to the details. After all, the package you choose for your product may just be one of the biggest factors in making your product a success.

The right package not only attracts consumers, it will keep your product safe in transportation and keep it fresh. This reinforces the quality of the brand and item when customers know they can count on a fresh item from when it hits the shelf to when it’s in their hand. This also means that the wrong package could be detrimental.

A sleek design and top notch branding are key elements for any product container. Functionality is just as important. In this post, we will help you to choose the right package to set your product apart on the shelf, and to meet with success after it leaves your facility.

Here is a list of important considerations we will discuss for successfully planning your package design:

• Budget
• Transportation
• Materials And Sustainability
• Size
• Design And Branding

 All of these are important things to consider for producing the best package for your product.

1. Budget

Before you begin any package design endeavor, you must determine the scope of your budget. This will determine what kinds of materials you can use, and what you can spend making your design as enticing as possible.

Finding the right balance of what you want to spend on creative and in production versus what you’ll need to spend on materials will largely affect the success of your project.

2. Transportation

Once you have decided on the package design, it’s time to consider function. No matter how amazing the design, if the package doesn’t function properly, it will do you no favors.

An amazing design that tells consumers it was made for them but can’t travel from your facility to the shelves without being damaged is a package that is worthless.

It’s always more cost-effective in the long run to pay for adequate protective package design in the first place than to replace damaged goods later on. Shoot for the middle ground sweet spot between when the cost of product damage equals the cost of a protective package and you will be in good shape to satisfy your production budget as well as your customers.

3. Materials And Sustainability

When it comes to the materials you choose to package your product, it’s a good rule of thumb to treat your products like you would treat yourself. Just as you would not want to live in a home that is too big or too small, the right space for the right package has great effect on the end result.

You will not regret taking the time to get a feel for the different materials available to you. Find out which materials work best and choose those that are most appropriate for your products.

4. Size

If you have a product that comes in four different sizes, you may well be able to reduce costs by designing two different sized packages instead of four individual sizes by being economical with the dimensions and design.

Being creative in this way and incorporating cost saving measures such as this can ensure the integrity of the product you ship. As an added bonus, you will save both time and money, and will also ensure consistency throughout your products.

6. Design And Branding

While it’s important to consider budget, transportation, materials, and package design and to incorporate each of these elements into your overall package design, it’s key to keep your audience at the forefront of each of these decisions.

Keeping your target audience at the forefront of your design along the way will help you meet overall success with package design.

The type of material you choose to use in your package design is a part of your brand, so any disconnect between your materials or design and your brand’s message will confuse consumers and make them lose trust.

To appeal to your customers, you have to research and understand them enough before you make these key marketing and branding decisions.

Market research is a great way to learn what your target audience values and decide how to pair those details with your budget, transportation, and sustainably needs and goals. Always listen to your key demographic and cater to their needs specifically.

The Possibilities Are Endless 

There are endless materials to choose from. The only limitations are those of budget, sustainability, and perhaps your imagination. Be sure to review all aspects of these material options and come up with a workable plan that keeps your key demographic as its center. 

Most importantly, make sure your brand’s message is conveyed to your audience with any package you put on the shelf. 

By taking all of the dynamics above into consideration, you will be well prepared to create a beautiful, sustainable, eye-catching, and quality package. This will ensure that the entire process of choosing the right materials for your company is a seamless and productive process. In the end, you will be sending out only the best looking products for your company.

Your packaging also inherently communicates other things, such as its market value and strange as it may seem who the consumer can become if they use the product.

Ultimately, product packaging is about marketing. The way you choose to design your packaging will help consumers differentiate between your products and other similar products and assist you in building brand recognition over time.

Well-designed packaging can also sway consumer behavior in your favor. For example, 72% of consumers say that the way a product is packaged affects their purchasing decision, with even more (81%) saying it influences their gift selections.

If you acknowledge packaging for what it is, an ad for your product that lives right with it on the shelf it becomes clear that there’s no room for error. Good packaging can make a noticeable difference on your bottom line, and it’s up to you to ensure that you end up with packaging that sells.