How To Create A Selling Packaging Design

Marketing

Contents

Design is a tool with which you can attract consumer attention to products and increase sales. The packaging design helps to present the product in the most attractive light. High-quality packaging design helps to understand what the product is intended for, how to use it, and, most importantly, makes you want to buy it.

Key Issues

To create a marketing package and label design, you need to answer 3 questions.

1. For what product is it being developed? When creating the design of the label and packaging, it is necessary to consider the main characteristics of the product. For example, fragile items need a tight package that can protect against mechanical damage.

2. Who is his target audience? Are these men, women, or does the product fall into the unisex category? It is also important to know what price segment the product is designed for. All these factors influence the choice of packaging design. For example, when developing a packaging design for a luxury product, you need to use elements that inspire thoughts of luxury: discreet colors, embossing, etc. Products can be targeted at environmentally conscious people. In this case, for the design of the packaging of goods, it is necessary to use natural materials.

3. Under what circumstances do people buy products? You need to know the place of purchase: supermarket, boutique, small or large retail. Packaging design is perceived differently, depending on the place where the consumer sees it. The consumer’s reaction to the packaging that the customer sees on the Internet and his reaction to the same thing on the store shelf may vary.

Package design

Packaging design significantly affects sales. About 60% of consumers pay attention to the product due to the attractive packaging design. Another 50% of consumers are willing to buy unwanted goods for beautiful packaging.

How to develop a label design: basic rules

Designers call packaging and label the face of the brand. Thanks to them, you can show the inner essence of the product, reveal its main characteristics. To develop a quality label design, these rules must be considered.

1. Harmonious composition. On the label you need to put a lot of elements:

  • obligatory information (expiration dates, barcode, production address, etc.);

  • logo

  • additional brand information.

All these elements must be in harmony with each other and combined in the space of the label.

2. Free space. Gone are the days when it was necessary to fill every millimeter of the label. A sense of space and airiness is a new trend in label design. The balance of filled and free areas must be maintained. An overabundance of information is annoying for buyers.

3. The hierarchy of information. It is psychologically determined that a person perceives information in a certain order. This also applies to the selection of goods. Also, people want to get the information they need as quickly as possible. Therefore, the information on the packaging must be arranged so that the buyer can read it in a few seconds. These factors must be considered when designing a package. For the consumer, the most convenient arrangement of information looks like this:

  • an element to attract attention;

  • brand name;

  • the product’s name;

  • product information.

Package design

When developing product designs for children, many manufacturers focus solely on the tastes of their parents. Manufacturers are afraid to contact the child directly. At the same time, children can take an active part in the selection of goods. Besides, the child will have to use such products, which means that the design should be pleasant to him. Developing packaging design for children, you can apply such tactics.

Using simple stories

It is difficult for children, especially kindergartens and primary school children, to keep multilevel stories in their heads. Therefore, packaging design should reveal one specific aspect. For example, on the packaging with ice cream, you can draw the process of its use.

How to increase email conversion

It’s more and more difficult to reach the buyer on the Internet. Therefore, marketers decided to climb right into the brain of the client to understand how it works and how it can be used. This is not the first year that scientists have made discoveries in the field of neuromarketing, which are immediately picked up and used to increase the conversion of email newsletters and not only. Let’s see how this is done.

The brain processes a picture 60,000 times faster than text

Our brain perceives visual information faster than textual information. Therefore, about 90% of all the data that we receive per day pictures. It follows that the text without pictures is several times worse absorbed.

If your newsletter has a lot of text and few pictures, change the tactics. A modern client needs a kind of content that can be understood in 2-5 seconds of viewing. If you can convey information only with the help of headings and pictures, go for it!

The brain forces us to follow other people’s actions

If on the street we see a person looking closely at something, our eyes will automatically follow in the same direction. The brain is trying to determine what interested the other person.

Use this property to tell the client the algorithm of action. If you place an image of an attractive person in the mailing body who is looking at the ‘Order button’, the client will quickly complete the target action. The brain evaluates the situation no more than 3 seconds.

The human brain performs dozens of actions in a day that we do not have time to realize. The amygdala is responsible for involuntary reactions, affecting which, you can consider the visitor a successful buyer.

To act on the amygdala, you need to make a person feel a slight excitement and the need to act. To do this, you need a little – turn to the basic instincts (show images of mouth-watering food, magnificent landscape, danger).

The brain remembers the unusual better

The obvious fact. However, this phenomenon received a special name – Von Restorff (insulation effect). The bottom line is that we better remember the object that stands out against the background of objects similar to it. Sales email marketing has long been using this property of the brain, creating black and white images in which only the main product stands out with rich colors.

That is why the multi-colored bright buttons ‘Order’ is much more effective than traditional links with text.

The brain makes us to follow the crowd

If the visitor cannot make a choice, s/he will be guided by the choice of other people and will buy the same that they bought. This is because we trust other people. According to statistics, only 15% of buyers follow brand recommendations. About 84% listen to the opinions of relatives, friends, or acquaintances.

Add custom content to the newsletter (reviews and photos of real customers). The client will believe them more than you.

Conclusion

Effective emailing should be designed with these factors in mind. However, each businessman and company has its own audience with its own brains and reactions. This means that it is not enough to use the discoveries of neuromarketologists. You need to test them and find your own optimal solutions.