Packaging Design for Beginners
Did you know that:
"72% of American consumers say their purchasing decision is influenced by the packaging design." - Ipsos
"61% say they are much more likely to repeat a purchase of a luxury product if it came in premium packaging" - Dotcom Distribution
"30% of businesses report an increase in revenue after improving product packaging" - Packaging Of The World
Mind-blowing, isn't it?
Packaging is more than just a pretty box for your products. It is a practical and creative tool that can turn uninterested shoppers into loyal customers if done right. However, when your packaging looks flimsy, cheap, or DIY-ish, it can lead potential customers to choose your competition even if your products are much higher quality. [insert Scared face emoji]
But don't worry my friend, I got you covered!
The great thing about product packaging is that it's a sensual experience as it engages multiple sensory receptors in customers, such as sight, touch, and(or) smell/taste. Intriguing more than one sense allows you to build a more meaningful emotional connection between your consumer and your brand.
From this article you will learn:
Top 4 questions to ask before starting
What you need to collect before the design
How to select the right packaging for your products
Where to find a designer to create your artwork
Most important factors that determine the length of your packaging design
So without further ado,
1. Top 4 questions to ask before starting your packaging
#1Q: What is the product?
I know it is pretty simple, but your product will help you determine the type of packaging you will select. Are you selling organic beat chips? Unless this is your way of standing out on the store shelves, it is pretty unlikely you will package those into a beer can.
#2Q: Who is buying your product?
Knowing your ideal customer will help you determine your branding, price point, and choice of material. Are you trying to attract moms who want to provide a healthy lifestyle to their families or busy men who want to turn fat into muscle?
#3Q: From where do people buy your products?
Are you selling them online, in the stores, or at trade shows? When you sell online, you need shipping boxes, branded tapes, Thank You cards, and wow gift items to create an over-the-top unboxing experience. However, when you plan on selling in stores, you want to look at your competitors and how you will stand out on the shelves.
#4Q: What makes my business different?
Why should customers choose your products over your competitors? Is it because you are the only one in your field whose business is 100% sustainable? Find your why, and make sure to include it in every marketing copy!
2. What to collect before the design
You probably know that you will need to include your logo, the name of your product, and some contact information on your bottles/boxes. But what else do you need to show potential customers to tell that your brand is the real deal?
You will need:
Icons you wish to use (approved)
Barcodes (in usable formats)
Best before date
Batch codes
Legal/approved ingredients list
Advice or warnings
Registered address
Website address
Pack descriptors /copy
Weight/Volume/Pack Quantity
Key ingredients + usage and benefits
Product-based USPs (Unique Selling Proposition)
Nutritional information
Allergens
How to use instructions
Download your checklist from my How To Create A Packaging That Sells article!
Pro Tip: Make sure your colors and fonts are consistent with your other branded assets and platforms!
3. How to select the right packaging for your products
After you have clarity on the type of product you are selling and who you are selling to, it is time to look at your competitive landscape. Analyze your direct and indirect competitors' branding, target audience, and packaging. Is there a gap where your brand can stand out? Let's say your goal is to sell 100% organic makeup in Sephora eventually. Since most of the brands in Sephora are large brands with expensive and luxurious packaging, you may want to invest more money into developing custom packaging for your brand and adjust your pricing, so you are not the cheapest option. You may notice that most makeup brands come in plastic container packaging. Since you are selling organic products, you may decide to package your offerings into something more sustainable such as kraft paper with gold foil treatment to stand out on the shelves.
Once you finished analyzing and narrowing down your options, it is time to research printers. To help you with your research I collected a few online printer companies for you.
List of online printers:
Noissue - Sustainable packaging with low MOQ on orders
Packlane - Custom packaging and boxes
Hero Packaging - Compostable Mailers
Ecovative - Custom Compostable Packaging
PakFactory - One-Stop-Shop Custom Packaging
4. Where to find a designer to create your artwork
Well, this one is a loaded question. The short answer is that it will depend on your budget. If you have a startup business with investors, you may have the budget to work with an agency, that takes care of it all for you. (your investment approx. $10k-$50k) If you are in the mid-range, you may want to partner with a freelance designer like myself. (your investment approx. $5k-$15k) However, if you have a small budget, your best bet is to look on 99designs or Upwork. (your investment under $5k)
5. Most important factors that determine the length of your packaging design
1.Do you already have a branding established?
If you do, it will reduce your time as you already have multiple versions of your logo, easy-to-follow color and font hierarchy, and possible brand patterns. However, if you are starting from scratch, it will take longer.
2. How many products are you planning on launching?
You need to create different artwork for all your product ranges and scents/flavors to help your customers easily navigate amongst your products. Logically, the more products you have the longer it will take.
3. Who is on your design team?
It may be obvious, but an agency can produce your design much quicker than a one-person freelancer who works with other customers simultaneously.
4. How quickly can your printer produce your order?
When you work separately with a printer and a packaging designer, it can take a bit longer as the printer needs to create the packaging dielines that you will provide to your designer. However, it doesn't mean you cannot start working on a project while the printer produces the exact dielines. Once you have a rough idea of the size and shape of your bottles/boxes, you can start the branding process, and the only step your designer will need to do is apply the artwork to the dieline once you receive it from the printer. A project like this usually takes roughly 4-8 months.
5. What is your timeline for your project?
It is possible to reduce the time frame on a project but be aware that it will cost you more. Essentially the sooner you need it, the more you need to invest in it. I'm a huge fan of planning things out and leaving room for human error, so I would always advise you to start at least a year before your planned launch. Starting early not only leaves room for unaccounted mistakes but allows you to launch your brand with a champagne pop as you have plenty of time to think about wow factors.
All in all, investing in your brand and packaging can potentially help you increase your profit margins, as your return on investment is $7.21 for every dollar spent. (Statistic from Catalpha). So make sure all your ducks are in a row before launching!
Need help? Click the button below, and let's chat about your project!
