Effective product packaging requires a meaningful brand story, recognizable graphic elements, and consideration for how people read labels. Familiarity should be balanced with distinctiveness to stand out from competitors. Information should be presented effectively, taking into account eye flow.
To design effective product packaging, it is important to focus on certain graphic elements and create a meaningful and memorable brand. The package has to sell the product, which means it should tell the story of the brand and demonstrate something that sets it apart from its competitors. The visual elements of the packaging are also vital, so that it remains recognizable, standing out among other brands. It is also important to design product packaging with consideration for how people see a label or carton, as graphics need to function as advertising and present information.
One of the most important elements needed to design meaningful product packaging is the creation of brand story and identity. If a company is based in a particular region, such as a city’s historic district, this can be incorporated graphically and via text on the labeling of the products it produces. This serves to significantly distinguish the item from the competition and establish the brand for potential customers.
Graphic elements are important when a company chooses to design product packaging, however, and should be visually familiar while being distinct. Familiarity is key because customers often identify products based on certain general shapes or designs. A soda bottle, for example, often has a fairly simple shape that is recognized as a beverage container.
While this sense of familiarity should be maintained, design must also make a product stand out. To design product packaging that grabs a customer’s attention, you need to include colors and graphics that are different from your competitors. There are numerous types of soda bottles on the market shelves, but each one incorporates certain colors and images to distinguish it from the others.
Information on a product’s label or packaging is important and should be presented as effectively as possible. It is crucial to design product packaging that takes into account the flow of a person’s eyes through a label or carton. A simple design might include a large graphic across the top, which automatically draws a viewer’s eyes. From here, smaller pieces of text and images can be placed underneath this, encouraging the viewer to look and read the label. Taking into account how people look at an object allows companies to design product packaging that is easy and natural to read.
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