Use Packaging to Improve Customer Experience and Loyalty

Jul 13, 2020
11 minute read

When it comes to packaging, there’s a lot more to it than simply choosing what type of container you’re going to put your product in. In fact, every single choice you make, from colours and fonts to the material itself, will have an impact on how consumers view your brand and your product. In addition to clearly communicating what the product is, what it does and who it’s for, packaging design can also appeal specifically to what your target audience is looking for. Well-designed product packaging can determine whether customers reach for your product or your competitor’s, and can improve the overall customer experience.

5 things to consider before you start your packing design

As with the other areas of branding, like a website and logo design, your packaging supplies need to effectively communicate what your product and company are all about, and why a customer should choose to buy what you’re selling. Even if you know that you make the absolute best product in your industry, potential customers won’t ever get the chance to find that out for themselves if your product packaging doesn’t convince them to make the purchase. That means that the packaging you choose is your number one opportunity to convince shoppers of your product’s worth and reliability so you can close the sale. Here are some of the key elements to consider before you jump into your packaging design.

1. Branding

There’s a lot that goes into branding your company and product effectively. Strong branding can help your product stand out and make a memorable impact, whereas poorly considered branding choices can lead to your company being seen as unprofessional and untrustworthy.

If you already have established branding for your business, including a registered business name, logo, slogan, and colour scheme, designing your product packaging will be a lot more straightforward. Simply gather the exact colours, fonts, and logo that you already use and apply them to your product packing design.

However, if you are just getting started in your business, and this product will be your first design opportunity, you’ll want to make sure that you don’t rush through developing your branding. A good way to get started is by researching packaging design for products within your industry that stand out to you, and establishing what common elements you are drawn to. Keep in mind, though, that your product packaging should be designed with your target audience in mind. Cater to what appeals to them, even if that’s not the same as what you would choose as a consumer. Likewise, try using words in your website, tagline and product descriptions that your ideal customer is likely to use when searching for your item, rather than the words you might use to describe it as the creator of the product.

Professional branding services can be expensive, but it’s not something that you’ll want to cut corners on. It’s worth investing the time and money into developing a brand identity that works. However, if you’re confident in your graphic design skills, you can always start off by designing your own branding and then revamp it further down the line when you have the funds to take it to the next level.

2. Target audience

In order to effectively market your product to customers who are actually going to buy it, you’ll need to determine who your target audience is. This will help you clarify not only the visual elements of your packing design but also the materials. Start simple: what is your product used for, and what type of person is likely to use it? Depending on what you are selling, your market may be very broad or extremely specific. For example, if you’re selling hand sanitizer, a large variety of types of people will make up your target audience. However, if your hand sanitizer is environmentally friendly, all-natural, and cruelty-free, your market narrows to people who value those things.

Marketing your product starts with packaging design. It’s the first thing customers will see, so you need to be able to let them know immediately what differentiates you from the rest of the items on the shelf. The more specific you get about who you are designing your product for, the easier it is to speak directly to what your ideal customer wants in your marketing and product packaging design. It’s up to you to decide if you want your product to appeal to a wide range of people, or if you want to cater to a specific niche market. Budget-friendly products will likely have very different packaging than a more upscale, luxurious brand. 

Determining what type of store your target customer shops in can also affect your product packaging. Do they shop onlin