People often claim that first impressions last. While it’s not necessarily true in all cases, it does apply to product packaging. In fact, according to research, about a third of consumers’ buying decisions are based largely on the packaging of products. That means shoppers perceive packaging as important as the product it contains.

designing product packaging

Moreover, with a wide array of choices available, shoppers tend to go for whatever item catches their eye first. In line with this, manufacturers must be more meticulous in designing the packaging of their products.

In this article, we’ll discuss how companies can create impactful product packaging that stands out—from text to colors and visuals. We’ll also tackle how packaging can be used as an effective marketing tool.

The Basics of Product Packaging

There are various factors to be considered when designing product packaging, which include shape, color, style, and text font. Apart from these aesthetic aspects, the material to be used and the packaging’s size and weight should also be taken into account.

Below are some essential characteristics of good product packaging:

Attracts Attention

While an item’s packaging doesn’t have to be the most inventive, it must be unique enough to stand out in an aisle of goods that fit the same category. As previously mentioned, shapes, colors, and textures are all important. However, this doesn’t mean that opting for the brightest and boldest designs is the way to go. Sometimes, more subdued packaging stands out more for looking premium and elegant.

Moreover, the packaging should be able to communicate the product’s unique selling point. Consider this: all detergents can clean clothes, so it’s a must to focus on what makes a specific product special.

Clearly Labelled

People will not purchase a product if they do not understand what it is and does. Also, not every shopper takes the time to read product descriptions. Hence, the packaging must clearly convey what the item is at first sight.

Other than typical methods like putting huge labels, more creative design choices can be explored. For instance, instead of marking a bottle with “spaghetti sauce” in bold text, using visual elements that people associate with the product, such as the color red and illustrations of tomatoes, can be effective.

Arouses Emotions

Emotions and memories are inextricably linked. This being said, packaging designs that elicit emotions are more memorable than those that don’t because the brain areas that process emotions are also largely involved in developing long-term memories.

Additionally, packaging that appeals to people’s emotions outperforms those that just state features and benefits. For this reason, many companies try to appeal to consumers’ feelings of nostalgia, joy, or aspiration.

Highlights Advantages

As explained earlier, it’s important to convey the product’s distinct selling point. Therefore, packaging text should provide clear, succinct information about the brand and the product, including advantages, company values, and packaging sustainability.

If the packaging is biodegradable or easily recyclable, this should be indicated. If the product is low in sugar, organic, or plant-based, it should be stated explicitly. People often become more interested in a product after learning about its distinguishing features.

Suits the Target Audience

Different demographics have varying preferences and needs. Thus, firms must make sure that their packaging design appeals to the right audience. Achieving this may be tricky, but substantial research will enable them to know which types of packaging attract certain groups.


For example, younger people may appreciate artistic or aesthetically pleasing designs. An older demographic, on the other hand, may value convenience and practicality more. It’s crucial to create packaging designs with the target market in mind.

Promotes Brand Consistency

Maintaining consistency of tone, voice, message, and values is crucial for building brand credibility. It also helps boost brand recall, which is very beneficial for any business.

Brand identity can be conveyed through packaging with a consistent colour palette and other design components, such as logos and typography. When consumers become familiar enough with a brand to associate a particular look with it, they are more inclined to think about the product the next time they shop.

What Makes Product Packaging a Good Marketing Tool?

A lot of times, packaging can be overlooked as an opportunity to convey a brand’s marketing message. This is because many limit packaging to visual aspects, and of course, how products can be transported conveniently.

However, it’s not solely concerned with how goods are packaged. Companies can also send subtle but crucial messages to their customers when they employ effective packaging strategies.

What is the Significance of Packaging in Marketing?

The primary function of packaging is to safeguard products during transportation, from the time they leave the manufacturing facility until they are delivered to the buyer. This being said, every exposure that a product gets on its way to the end-user is a good marketing opportunity.

In addition, packaging, as a marketing tool, is focused on the experience a customer goes through when they receive, open, and use a product.

With that in mind, here are six compelling reasons why product packaging is a powerful marketing tool that you should consider to promote your brand’s offerings.

1. Quality Packaging Builds Trustworthiness

Consumers have evolved from shoppers to specialists, according to modern marketing strategists. A lot of people consider unpacking as a ceremony nowadays, especially since “unboxing” products have become a popular type of content on video platforms like YouTube.

When an item is securely packaged, consumers feel that the brand cares about them enough to ensure that their product is delivered to them in pristine condition. In fact, even if the product itself is good, once the quality of the packaging is compromised or the material is not adequately durable, consumers can still post negative reviews online.

2. Packaging Helps Provide Better Customer Experience

Consumers also love convenience, so it is essential to provide packaging that can be opened without the use of complicated tools.

The industry of personal electronics views packaging as a consumer experience. For example, Apple’s boxes, just like their iPhones, MacBooks, and smartwatches, create an experience that captivates their target consumers. Their packaging makes people anticipate unboxing and reflects the famed robustness of their gadgets.

The same can be said of high-end fashion brands that put a lot of effort into making packaging as stylish and elegant as their products.

3. Packaging is Highly Customizable

One of the best things about packaging is it can be customized for different marketing strategies. For instance, many companies produce special, limited edition packaging that loyal customers can collect. Packaging can also be modified to suit various holidays, occasions, or events, making it more timely and relevant. Furthermore, it can be used for interactive marketing tactics, such as promotional contests.

4. Sustainable Packaging Helps Improve Brand Image

Sustainability and green living are all the hype nowadays. As consumers are becoming more and more environmentally responsible, they tend to choose products with sustainable and reusable packaging over disposable ones. Ecologically minded people also favor nonplastic materials, or at the very least, fully or partially recycled plastic.

Not only is sustainable packaging in demand. It also promotes a good reputation for the brand, which is extremely beneficial for the business in multiple ways. Not to mention, companies can also help protect the environment.

5. Packaging is an Effective Communication Medium

People often dismiss traditional, paid advertising because of its perceived lack of sincerity and truthfulness. Accordingly, product packaging is a more authentic way to convey brand messages. Shoppers also often don’t see it as a form of advertising, so they don’t get as wary as when exposed to conventional ads.

In line with these, companies should not pass up this opportunity to promote their brand to their target audience. As previously discussed, packaging can communicate the values and mission of a firm, as well as highlight a product’s main benefits without seeming too pushy and commercialized.

6. Good Packaging Prompts Customers to Promote the Brand

In this digital era, it’s very important for product packaging to be aesthetically appealing. People adore Instagram-worthy packaging because they can share it proudly on their social media accounts through posts and stories. Furthermore, if the packaging looks good and is reusable, customers can carry it around with them like a tote or shopping bag, giving it more public exposure.

The Key Takeaway

In a highly competitive market, brands must focus on being unique and standing out. They can achieve this through well-designed and impactful product packaging.

Accordingly, the packaging is a creative and effective way to tell a brand’s story and reinforce its public reputation. It can also be used as a more authentic marketing tactic.

Consumers nowadays are becoming wiser and more meticulous when it comes to selecting products. Apart from the quality of the goods they purchase, they consider various other factors, such as special advantages, the sustainability of the packaging, and the brand’s overall reputation.

Keeping all these in mind, companies must create product packaging that grabs shoppers’ attention, provides them with improved customer experience, and allows them to lead a more environmentally conscious lifestyle.