Packaging is becoming more important and more important from a creative point of view. Developing good, attractive, practical and original packaging can become the decisive element that determines the decision of a buyer.
Below I propose a selection of ten most useful tips to develop innovative packaging and designs:
- Create facing: Facing is an important point. That the packaging has a face and that it is easily recognizable is of vital importance. Without a face there is no identity, without an identity we do not exist as a brand. There are many products that are not facing because they cannot stand upright and do not have a clear face. A very good example would be the packaging of pasta (spaghetti, macaroni, noodles ...) which are usually presented in a totally soft container, in a bag, preventing a clear face of the product from being presented and a fixed position ensuring that the identity of the itself is always available and easily visible to the user's eyes.
- Closeness and complicity: If our packaging is presented giving a slightly more active role to the buyer or even facilitates a possible bidirectionality between the two, much of the work will already be done. In addition, the use of constructions and imperative sentences where the user is treated and a much closer environment is created, will help us improve the relationship between the product (our company) and the consumer, although this depends a lot on the style of our company . Our tone and the voice of our packaging should be adapted to the style of our brand in general terms. If we are designing the packaging of a product that is aimed at a more select audience and in more serious or technical terms, it makes no sense to use an informal, close and casual language.
- Use of metaphors and visual games: Originality not only fulfills an aesthetic function, there is also an important symbolic component that will decisively affect the impact that the product has on the consumer in the first contact. If for example we are developing the packaging of a food product, we can design a packaging that simulates, for example, a character eating the product itself, for example. In this way, we will achieve a differentiation of the product at first sight and secondly we will incite a specific act, in this case it would be to eat the product.
- Integrate new technologies: The image that the company and the product itself will have is essential and for this reason we need it to transmit a current wave. Somehow we need our product to be inserted in our current visual system and in the communicational trends of the world today. Playing with all the resources that are not possible such as QR codes, raffles, some kind of game that requires the use of the Internet ... Imagination and interactivity is synonymous with quality in today's times.
- What does our packaging offer that the rest of the packaging does not? You can offer a distinction in terms of quality by working on qualities such as utility, comfort, novelty ... Developing a closure or dosage system that does not leak, that helps to measure, save or simply that is novel and practical, can be a point crucial starting point.
- Alternative departures: Another very interesting way to increase the purchase of your product influencing through the packaging is the double utility. A good example would be the Nocilla jars, which are made of glass and the same dimensions as a glass. This is a plus, because the user gives output and utility to the container after consumption and use. Surely there will be a greater number of consumers and buyers if we sell our cocoa cream in a glass bottle, or if we do it in a plastic one that is not reusable later.
- Exploit the strengths of your product: In the event that we are talking about a product that is visually and unwrapped extremely attractive and stands out easily at first glance, we can develop a packaging design that allows the product to be seen through a kind of window or even create a kind of effect of dematerialization of the container in an aesthetic way and giving all the prominence to the product in its total nakedness.
- Colors are a tremendously important element: When we speak of colors, we speak of vibrations, sensations and consequences in the minds of all those who observe them. The chromatic composition of our packaging designs must be in absolute and strict harmony with the corporate identity of the company in question. The user or recipient must identify the moment they are in front of a product from our company. It is also highly recommended that we have a certain background and information about the significance and impact of colors on a psychological level.
- Weighting is synonymous with safe shopping: When we reinforce some aspects or concepts of our products using quantifying constructions (for example using words like everything, nothing ... also using percentages or figures) and comparative adjectives of superiority or even superlatives (the cheapest, the best, the most cheap than ...).
- The graphic finish is essential: All and absolutely all the details that appear and make up our design are essential. We must learn to take care of even the smallest detail because a perfect finish will be synonymous with quality and one more reason for the consumer to decide to buy from us.
