The Power Of Packaging
Following the launch of our new branding for Donnelly, we wanted to share some of our insights on effective packaging design. Let’s dive into some of the key considerations that go into these types of projects.
For most FMCG brands, the packaging is an all-important selling feature. 66% of consumers try a new product because of its design. Thousands of new products are released in the food and beverage market every year. In this competitive space, where 60% of purchasing decisions are made at the shelf, you need to make sure you stand out.
We’ve created a list of key ingredients to ensure that your packaging looks as good as your product tastes.
Of consumers have tried a new product because of its packaging
Your packaging should immediately introduce your product. Your branding needs to shine through in your whole visual identity. The average customer spends a maximum of 4 seconds looking at one particular product. That is nothing. It’s so important that your key messages are eye-catching and communicates clearly to new customers. Your brand should also be easy to pick out from a crowd. This will ensure your returning customers aren’t doing laps of the aisles looking for your product.
Variety is the spice of life. It’s also the thing that makes brands memorable. The average Tesco Superstore stocks 25,000 food and beverage products. Standing out from this crowd is essential if you want to increase sales. We encourage clients to be bold and take risks. If customers are looking to try new products, they are much more likely to pick up a totally unique piece of packaging. Why create a copycat brand when you have the opportunity to shake up the market entirely?
Design your packaging with the future in mind. Take brand extensions into consideration at an early stage so you save time and money in the long run. At later stages, when you want to launch a new flavour or product, you won’t be caught back tracking. Create a systematic design that is both clear and flexible to allow for the family of products to grow under a united brand.
Of course, you want to show your product at its most appealing, but be careful to not mislead customers. Dishonesty will only lead to disappointment. Avoid a lost sale the next time shoppers walk down your aisle at all costs. Clear flavour descriptions and serving suggestions can help manage customer’s expectations whilst remaining appetising and enticing.
of consumers form their impression of a brand based solely on packaging
TELL A STORY
We create brands that are memorable and tell a story. This doesn’t stop at the logo. Your packaging design is a perfect opportunity to continue your brand story, from copywriting to illustrations. 70% of consumers form their impression of a brand based solely on the packaging. So, tell your brand story on the pack. We all know how successful Innocent’s tone of voice is, but we don’t think this is limited to the smoothie market. Whatever narrative you want your brand to tell, use your packaging as your platform.
- Laura Jackson
Founder, Popcorn Shed
THINK OUTSIDE THE BOX (LITERALLY)
We know we’ve been harking on about the importance of packaging. But, remember your other brand touch-points are useful tools to steer customers to your aisle too. If you can introduce your brand before consumers enter a shop and get them looking for your brand, you’ve done half the work already. Posters, billboards, and online advertising all play a part in reaching your audience.
As with any new project, cost will remain one of the biggest factors in packaging. Call us biased, but we believe that packaging is one of the most important investments you can make for your brand. With a lot of consumers moving to an online market, your packaging is going to have to work even harder to sell your product. Bold designs and clever use of the above categories ensures that all important return on investment.
At White Bear, we approach every packaging project with a fresh perspective. We make sure your brand stands out and reaches its target audience. By considering the above criteria, we create branding and packaging that not only looks brilliant, but have a proven return of investment.
If you’d like to discuss a project, please get in touch: firstname.lastname@example.org