We all buy many products based solely on the packaging, especially in an age where many do not have the patience for TV-based advertising, and print media and newspapers are no longer bought and read as habitually as they once were. So how do we know which brand is the best for us? Good packaging sells, without a doubt.
It doesn’t matter whether it’s bottles, cans, boxes, or tubes, the packaging is at the heart of a perfect storm – where the consumer, the product, and commerce compete in a buy-it-or-leave-it situation. Packaging uses psychology to convince the consumer to close the sale during the final moments of the purchasing decision cycle.
But packaging must also fight for our attention on busy supermarket shelves to induce an impulse first-time buy, to challenge loyalty to a different brand, and tap into the emotional area of brand loyalty. Packing needs to be effective, because if consumers cannot see what you are selling in an overcrowded environment, then the battle is lost.
The role of packaging is to create clear, simple graphic messaging that is telegraphic, understandable, and memorable.
Often the trouble lies in wanting to retain a minimalist design while conveying the information to need and want. Considering that a billboard advertisement is generally limited to seven words, trying to fit 600+ words on a small box is a challenge.
There’s a myriad of information that a packing box needs to show: what the product is, who makes it, what it does, how it’s different and why to buy it. There is then an information hierarchy over what messages to priority. Plus, there is the legally mandated product information and disclaimers to add to the packaging somewhere.
Packaging design can’t be summed up as simple the collaboration between science and art, or purely simple design and copywriting. The most effective packaging also has to tap into the emotional experience of buying.
If you need a custom cardboard packaging manufacturer, talk to our team today.