A packaged product has more to do than just sitting on the shelf of the supermarket aisle and look pretty. It has just four-five seconds to connect with customers and capture their attention. Yes, contrary to what people might say, looks do matter.
When it comes to product packaging, businesses (both online and offline ventures) need to address multiple requirements instead of just focusing on the aesthetics of the package. The purpose of a package is not to look overtly beautiful and fancy but to amplify the brand value and customer experience.
Listed below are the latest trends that product and packaging innovators are tracking to make the product unboxing experience all the more memorable for the customer:
Clarity and Simplicity
The first thing that a customer notices about a product is not its color or design but the brand name. The purpose of the package is to present the name, features, and USPs of the product in a positive light. The brand name and basic functionalities of the product must be easily visible at just a glance.
The modern smart packaging design is always simple, clear, and to the point. Most retailers mistake aesthetic appeal for fancy, exaggerated designs. The package might look great on the outside but it of no use if your prospects don’t get fascinated about what’s inside the box! You’ll find tons of products in the market listing numerous benefits but having no clear branding. The number one rule of the packaging is to keep it simple.
Pastel Shades and Doodles
Pastel shades and neutral colors like light blue, green, yellow, pink and purple are currently pretty popular. Using light colors in the background also highlights the brand name and other information on the package. Pastel shades are in sharp contrast with the explosive colors that were used until very recently. The radiant burst of hues, though eye-catching, often leaves the customer overwhelmed and dazzled. Try using lighter colors to create a warm and comforting aura around the product. Doodles, on the other hand, are more of a millennial thing. These casual drawings portray a fun, personal, happy image of the product. A good doodle automatically uplifts the viewer’s mood.
Vintage designs are back in the game and have been influencing everything – from fashion products to jewelry. Retro themes are pretty over-the-top, flashy, and full of bling. But they also have a sense of nostalgia, of remembrance that most customers find very endearing. The overall packaging of a product is constantly tweaked to match with the trends of the market. However, there are some aspects of brand image that remain unchanged. A vintage design highlights the commitment of the brand to its coveted principles. A vintage design speaks volumes about your dedication to upholding the quality of the product.
The Practical Aspects of Packaging
Practicality in packages applies to actual shape, size, and functionality of the package, not just its design. The more realistic and user-friendly the package is, the more it sells. Functionality is one of the key aspects to consider before choosing product packaging. For instance, when Heinz ketchup introduced the new upside-down bottles, their sales skyrocketed. Most designers concentrate on making the package look beautiful, but completely overlook the practicality (real-life usage) of the package. Customers will always go for a product whose packaging makes it easy to use, carry, or store than one that simply looks pretty.
Vibrant Holographic Effects
Vibrant photographs and big, bold fonts send out a clear message to the customer. It helps them identify the product almost immediately, thereby creating a sense of familiarity with the brand. However, your product cannot survive the present competition unless it has some special effects like 3D imaging, holographs or other graphic elements in it. Holographic designs, for instance, add depth and dimension to the package. It gives the wrapper (plastic or paper) a shiny metallic tinge that gives you product the extra oomph and flair.
Honesty and Authenticity
Fun fact, most of the packaged products you see in stores are misleading. This gap between appearance and reality not only disappoints the customer but also hampers the brand image and repeat sales potential of the product. Most packages present the product to be many times better than it actually is. For instance, what appears to be a cookie drenched in chocolate chips is in fact just a simple chocolate-flavored biscuit with but a few chips here and there! Don’t overpromise and under-deliver; do it the other way around.
The “Shelf Impact”
The distinctive appeal of a product, when placed on the shelf among several similar products, is referred to as the “shelf impact” by most retailers. Your product might look fabulous but if it fails to create powerful visual impact, chances are it will be overlooked by the shopper. From the point of view of the customer, a product is never viewed as a separate entity. All they see are veritable patterns across the aisles. There are numerous similar products arranged in huge rows and columns at the supermarket. You cannot really blame the shopper for not observing the details in the design of the package.
To Wrap Up
Packing is not just limited to adding an extra covering on the product to protect it from wear and tear. If used the right way, a package can actually be a profitable marketing tool that convinces the customer to buy the product.