Packaging design is pivotal in capturing customers’ attention and convincing them to buy a product. According to research, 7 out of 10 shoppers decide their purchases in the store, and 1 out of 10 will change the brand they’ve previously agreed on. The implications of these findings further back the importance of having attractive packaging.

In another study, researchers found that, when participants looked at beautifully designed packaging, it triggered the brain area associated with positive emotions. On the other hand, unattractive packaging prompted negative emotions.

All these indicate that the success of your product does not only depend on its quality, but also in the way you package it. However, with so many competitors and products saturating the market, how do you make your own stand out? Check out these tips to design creative and eye-catching product packaging that will seize customers’ attention.

Invest in High-Quality Packaging

The packaging is more than just a container for a product. It’s a marketing tool and a reflection of your brand. Most of the time, the packaging is the first thing that comes into consumers’ minds when they think of a brand or product.

If the product presentation is poor, it will affect the image of the brand or business negatively. That’s why you should invest in well-designed and high-quality packaging. Doing this is the same as putting your best foot forward to establish a favorable impression with your target audience.

Know Your Audience

When you cook food for someone, you always consider their taste when choosing which dishes to prepare. Packaging design is the same.

When you’re designing product packages, you always need to think about your audience’s preferences. Your goal is to attract their attention and convince them to buy; therefore, you need to give them what they want. This applies to both your product and your packaging.

Stay on Top of Trends

Trends can drive a lot of attention and sales to your product. Riding on the coattails of the latest trends in movies, television, music, and the internet can put your brand in the spotlight and generate more sales for your product.

You may also want to consider updating your product packaging in line with the latest design trends to keep your product and your brand relevant. Of course, trends can be fleeting, so you should carefully choose the ones that will never go out of style even after the fad dies down.

Concentrate on Typography

In product packaging, it’s not just the words used in the label that matter. How words look, which is also known as typography, also matters. Eye-catching typography is a combination of high readability, symmetrical alignment and arrangement, perfect spacing, and complementary colors when laid out with the rest of the package design.

Ensure Clarity and Functionality

Clarity and functionality are two of the essential qualities of good packaging design. Clarity means that the packaging can quickly answer three fundamental questions that customers ask:

  • What is the product?
  • What does it do?
  • What is the brand behind it?

Your packaging should display these pieces of information in a way that can be consumed in less than 10 seconds. That’s how long most shoppers are willing to spend to look at a product.

Functionality is just as important as clarity. This refers to the effectiveness of the packaging in doing its job, which is to contain and safeguard the product inside, especially if you’re running an e-commerce business and the package must go through fulfillment. Functionality also includes the accessibility of the product.

The packaging should provide enough protection without making it difficult for buyers to use or consume the goods. Most importantly, packaging should have value and use even after all the product is used up.

Make It Stand Out

Different is not always bad. In the competitive world of business, being different gives you an edge over your competitors. You should look for that edge and incorporate it into your packaging design stand out from the sea of similar-looking products. Whether it’s a unique bottle shape or specially customized packaging, anything that can set you off from the rest can be used to gain an advantage over your competitors.

Think of Production and Manufacturing Constraints

When designing your packaging, consider how it can be applied in real life or the final presentation with the product inside. Technically speaking, the packaging is marketing the product, so it should make what’s inside look appealing to the shopper. The size, color, and texture should complement the contents and display a picture-perfect package.

The Importance of Packaging Design
Product packaging is more than just bottles, boxes, and bags. It’s an entity that has as much influence as the product it holds. Your product packaging helps build the image of your brands, puts your product in consumers’ radars, and aids in boosting sales. The packaging is an investment that has been proven to yield high and consistent returns.

By Eddy

Eddy is the editorial columnist in Business Fundas, and oversees partner relationships. He posts articles of partners on various topics related to strategy, marketing, supply chain, technology management, social media, e-business, finance, economics and operations management. The articles posted are copyrighted under a Creative Commons unported license 4.0. To contact him, please direct your emails to