Packaging, in the modern world serves an important function for brand visibility and promotion. To that end, an effective packaging design strategy goes a long way to ensure that the brand gets a lot of attention and through creative ideas, makes for good brand visibility too.
Packaging for it's core function is about preserving and protecting the product. To that end, the company has to be careful about ensuring that the package serves the product it means to protect and preserve. Right from the time that it is packaged to the time that it is delivered to the end customer, the package has to last and at the same time preserve the product too.
Selecting the right material, binding it together, creative touches for the same and shelf life - there is a lot to be considered for creating a good package. Additionally, buyers look for transparency and authenticity. Hence having the product images on the package or product information is important. Buyers tend to be more at ease if they can directly see a product through the package but it may not be always possible. Hence a good mix of product information, catchy design, creative content and content placement makes for an attractive option and then, a compelling buy.
From the perspective of having the brand elements and/or the business elements as part of the packaging creation, it is important to connect well. The colour(s) of the brand, tagline, picture illustrations and messaging if any, through the content has to be consistent and precise. Catchy design and content makes for great recall value and also establishes a sense of interest and trust in the minds of the buyer(s).
A good strategy in terms of using font types, sizes and colour for the package are important. Catchy designs are likely to attract buyers and at the same out helps stand out from competitors too. A colorfully made shelf rack having the same design that of the package for example, helps unify the package design and amplify it very well.
We have too bear in mind that packaging though a vital ingredient in the product sales and marketing function is also likely to be an overhead once the product is taken out from it. Information about reuse or disposal of the package is an important area of consideration as buyers today are conscious of the use and disposal of plastic, card board, paper etc that are used for creating good packages. Therefore, the choice of material to make a package is as important as the design and text, to use and then to promote the product.
Hence Packaging is an enabler, enhancer really as to how you want to promote your brand and with it your business image. More often that not, the last mile to the customer is the most important one.