What makes a product sell? As much as business owners and inventors want to believe that the buying decision is most heavily influenced by the inherent quality of the product, that isn’t always the case. According to Harvard professor Gerald Zaltman, the most important factor driving buying decisions today is emotion.
And what creates emotion in a potential buyer? It’s largely the shapes, colors, and words you put on your product packaging. All of this adds up to paint a picture of what the consumer is getting from the product, beyond the product itself. Is it comfort? Luxury? Find out what you are selling beyond your actual product and you can begin to really make your packaging stand out.
Let’s take a look at a few of the best ways to do that.
The colors you choose to represent your brand and your product communicate a lot, even more than most consumers even realize. For example, yellow typically conveys happiness while black generally imparts feelings of power and control. White is indicative of simplicity, purity, and cleanliness while colors like blue can portray different things based on the shade.
When it comes to designing your product packaging, color is the last thing you should make an arbitrary decision on. Think about what you are conveying with your choice, consider alternatives and what they would mean, and if necessary, bring in a branding agency to help make the right decision. It will be worth it in the end.
The type of language you use and how it is presented on the packaging also make a big impact on the way your product is perceived. As with color, the decision you make about how the language is displayed on the packaging is largely dependent on the messages you want to send about your product.
Is it a fun, frivolous product? Is it an expensive product for professionals? With all of these qualities in mind, consider what style of font, size, and volume of text communicates your brand best. In all of these areas, consider the possible spectrum from simplistic to ornate and choose fonts, sizes, and amounts of text that agree with your brand ethos and your target audience.
The silhouette of your product packaging also tells a story. The shape of your product will dictate to a certain degree the shapes that your packaging can take, but beyond that, what does the presentation of your packaging communicate about you and your brand?
What is the experience of opening your product packaging like? It is a frustrating or pleasurable experience? Most people who have purchased a product from Apple probably remember what it was like to open the packaging of that product. When thinking about the design and shape of your packaging, think about this experience as well.
We hope this blog has helped you to think about what makes product packaging stand out in a new way. If you need a partner that can help you take your product packaging to the next level, get in touch with the experts at Performance Group today.