Once you’ve developed and tested a formula for a new product, it can be challenging to choose just the right packaging with a spot-on look and feel. Here are a few factors to aid your design process as you make packaging choices.
Functionality
The first consideration for a new product packaging’s design should be a container style with proper functionality. For instance, very viscous products might do better in a wide-mouth tub or squeeze tube with a large opening, rather than a pump bottle or narrow screw-top jar. Consider legal requirements as well: certain products might necessitate special safety features, such as child-resistant packaging or tamper proof caps for bottles.
Material
Another consideration is material. A balance of durability, cost and audience should be considered. For example, a luxury product might look stunning in a modern metal jar, but if the ingredients are acidic, glass might be a safer, more durable choice. Similarly, considerations should be made to chose appropriate opacity or air tightness needed to protect products from environmental degradation. Keep in mind the intended users of your product as well. A product geared toward environmentally-conscious users may sell better if contained in compostable, refillable or recycled packaging. Products geared toward children might do well with very simple, easy-to-open packaging. Consider the possible income brackets of your ideal audience as well. To keep your production costs low for budget-friendly products, inexpensive plastic bottles might be the best choice, while glass bottles may be perfect for a more upscale buyer. Even the weight of the materials should be considered. Many people attribute more value to a product when it has more physical weight for its size.
Design
Both the physical packaging and label work in tandem to communicate your brand’s identity to consumers, so consider how different colors and materials will reflect your intended message. Color psychology should also be considered, depending on how you would like potential buyers to feel or think when considering your product. For instance, red packaging will stand out and encourage a sense of passion and excitement; on the other end of the spectrum, black packaging (while not be attention-getting) can communicate a sense of elegance, timelessness and luxury.
While choosing the perfect packaging for a new product can be challenging, with consideration for the functionality, material and design, it becomes a much more approachable task. By balancing these considerations, you can easily make decisions that will communicate the right message to your audience, while accurately representing your brand and setting it apart from the competition.
