You’ve exerted untold effort into developing a superb product. But if you hide it behind lackluster packaging, it’ll be relatively invisible on the store shelves. Customers will often bypass it and pick other products with more attractive packaging.
So, don’t view packaging solely as a means to protect your product. The other equally important function is communicating the value of the item hidden within to customers.
If the packaging mesmerizes the shopper, they won’t hesitate to pick it up. That’s because it demands attention, and the pull is so compelling. In fact, research shows that packaging influences impulsive buying.
First impressions matter, especially on the store shelves. With that in mind, this guide gives essential details on how to create compelling pouch packaging.
Table of Contents
Understanding the fundamentals of effective packaging design
Designing an outstanding pouch packaging is no mean feat. You must pay careful attention to detail, perfectly blending visuals, function, and message. Below are integral facets of product packaging.
- Purpose
The packaging must communicate the product’s core purpose. Whether a gourmet snack or a luxury face cream, the design should instantly pass across this message. When customers know your product’s intention right away, they can quickly make the purchase decision.
- Standing out
One of your main priorities should be differentiating your product on the shelves. For instance, you can have stand up pouches custom designed to get noticed from an ocean of similar product offerings, especially if your competitors use traditional packaging options like cans, rigid plastic, or glass containers.
- Brand consistency
Brand consistency is about presenting your company in the same way across all marketing channels, including product packaging. In this regard, your wrapping should include a strategically placed logo. Also, blend your primary brand colors to boost memorability. When customers see these elements that they’re already familiar with from previous interactions with your brand, they get more confident and can readily purchase the product.
- Material matters
Think beyond aesthetics and consider how the packaging feels or how durable it is. You wouldn’t want a flimsy cover that can’t properly preserve what’s inside.
A durable packaging material portrays your brand as one that upholds quality standards. You may also want to consider eco-friendly options. Many consumers are growing environmentally conscious. Thus, using materials like bioplastics or recycled ones will appeal to them.
Mastering the art and science of pouch packaging tells customers a lot about your brand and product. Ensure each inclusion is consistent with your company’s ideals and meets typical customer expectations.
Trends that elevate product presence
Knowing what’s trending in the product packaging sphere is critical. You wouldn’t want your company to be viewed as outdated. Below are some handy trends in product packaging.
- Sustainable choices
Green packaging is, nowadays, a significant unique selling point. In a global survey by McKinsey, 43% of consumers said that environmental impact is an extremely important characteristic when making purchasing decisions.
Using eco-friendly packaging materials shows that your company cares for the planet, and customers will reward you for that kind gesture.
Cardboard and corrugated boxes are sustainable packaging solutions, accounting for more than 33% of global packaging material demand as of 2019. They require less energy and funding to produce.
- Minimalism
While flashy and elegant designs stole the show years back, today’s customers appreciate simplicity. So, hone in on the essentials by only highlighting the product’s core features. A clean, uncluttered design has the power to communicate your message strongly and convince the shopper to purchase your product.
- Interactive elements
Transform the user experience by incorporating tech elements into product packaging. For instance, you can print a QR code linking to tutorials on product usage. Or you can employ augmented reality to help shoppers visualize the product in use.
Another option is using near-field communication (NFC) tags, which can provide special promotions and content and authenticate product genuineness.
While trends come and go, tapping into such can make your product appealing. Custom packaging is known to drive customer loyalty. Just remember not to follow the crowd blindly. Ensure whatever you incorporate aligns with your company’s ideals and resonates with your customers.
Consumer-centric design approach
The consumer lies at the center of every successful product. Thus, it’s paramount to understand their pain points and preferences. Below are tips to prioritize consumers’ needs when designing pouch packaging.
- Research your audience
Knowing your target audience is non-negotiable. Analyze demographics like age, gender, and cultural preferences and psychographics like attitudes and values. They provide incredible insight into the purchasing behaviors of consumers, helping you come up with packaging that resonates with them.
- Test your design
Never assume your design will resonate with your target audience. Test it before settling on it as the final one. Identify a focus group to run the test with. They’ll provide candid feedback, highlighting your design’s strengths and shortcomings. You can incorporate the criticism into your design for the final output.
- Think about user experience
Ensuring an excellent user experience fosters brand loyalty. For instance, you can opt for product packaging that’s easy to open, reseal, and store in case it isn’t a single-use product.
To sum it up, a consumer-centric approach makes your fans feel heard and valued. Thus, they’re more likely to trust and choose your company over and over again.
Creating the visual elements
The fonts, colors, and images you choose become your product’s voice, highlighting its essence and helping customers choose wisely. Below are tips on cleverly incorporating these elements into your pouch design.
- Color psychology
Color has the power to evoke emotions and influence purchase. Warm tones are known to spark off passion, whereas cooler hues bring a sense of calm. It depends on what emotion you want to arouse.
For energy drinks, for instance, you may use bright red or electric blue to create excitement. For high-end products like perfumes, using gold and deep purples signifies opulence and sophistication.
- Typography
Choose legible fonts so customers don’t have to struggle to read. Nevertheless, don’t hesitate to use elegant scripts for luxury items or bold typefaces for authoritative branding.
- Imagery
Use captivating images to ensure shoppers capture the product’s essence instantly. Typically, you’d want a snapshot of what’s inside the pouch packaging. It could be a real image or a custom illustration. This way, you build anticipation and excitement in the shoppers.
By and large, harmoniously combining colors, typography, and imagery creates a visual harmony that’s hard to ignore.
Conclusions
Product packaging is usually the first point of interaction with customers, and you only have a few seconds to capture their imagination and influence them to purchase. With the above design considerations, your pouch packaging should look fantastic.
But remember, markets shift, and consumers evolve. What they loved a few years back may not appeal to them today. So, keep abreast of emerging trends and see if you can advance your product packaging design. Commit to excellence, and you’ll witness the benefits through increased sales.
