The food industry is one of the most competitive industries. Smart brands understand that strong food packaging design and package graphics play a vital role in grabbing the consumers’ attention.
Why is food packaging vital?
Food packaging helps in protecting products from the environment. It also helps to extend the period for which the food or drink is safe to consume. Moreover, it helps consumers identify the product easily.
Food packaging improves the convenience of consuming food and drinks. For instance, some milk packaging makes it more convenient to store and pour the beverage as compared to other competitor milk products.
Lastly, the design of food packaging helps promote the product and convince consumers to make a purchase decision. Therefore, as a brand, you must do what you can to stand out from the crowd.
How food packaging contributes to the success of a brand?
Social media campaigns, digital marketing, and traditional marketing efforts help in improving your performance in the marketplace. Sponsorships, sports events, affiliations with charities, as well as word-of-mouth marketing still play a huge role in your product’s success. But, if your product packaging isn’t appealing to your target market, you will not be able to succeed with any type of marketing campaign.
An attractive product packaging design allows you to place your product in the consumer’s mind positively and memorably. It will incite feelings and emotions in your consumer and build a culture around your products. Most of all, it will help to increase sales.
With the help of appealing food packaging, your brand can appear forward-thinking, ethical, and conscious. It can show customers how much your company cares.
Now that you know how crucial it is to select a creative packaging design, here are 10 essential things you must consider to design appealing food packaging for your products and make them fly off the shelves.
- Establish a Brand Identity
One of the first principles of food packaging is designing packaging that aligns with your business’ value. It focuses on developing a package design that strengthens your brand identity.
For instance, the packaging of high-end foods, such as chocolates, is generally in ornate boxes with symbols and images that send out the message of luxury. The box could also be wrapped in fancy ribbons or have a satin veneer. The objective of such a packaging design is to let the consumers know that the brand resonates with their values.
The brand identity aims at conveying your values to the target market and establishing a connection that makes them want to purchase your product. It doesn’t matter if you are selling green products, organic fruit juice, or expensive candy.
When you develop a brand identity, you must follow the steps given below:
- Analyze your business and your market.
- Establish key goals.
- Identify customers.
- Develop a product personality.
To initiate the process, you must take inventory of your business. Next, you must develop relevant goals and objectives that include the identification of your consumer market. After you conclude the menial work, you can create the brand’s personality through marketing campaigns and strategies.
- Leverage the Elements of Architecture
Three simple principles guide the architecture of packaging design. These are:
The function of the package is to protect the product’s contents. The form must be in relation to the shape and size of the product. Beauty relates to the aesthetic appeal of the product.
Your food packaging design agency must ensure that the product’s package meets the form, beauty, and function requirements. Accomplishing function is the most important as it avoids losses if the product reaches the store damaged.
You get only a few seconds to divert the customer’s attention away from competitor products. If you don’t use these seconds well, you will not be able to grab their attention and inform them about the contents of the bottle. When you apply the elements of architecture, you create a product package that appeals to the tastes of the consumer.
- Convey Simplicity through the Packaging Design
If the food product is natural and organic, designers might decide on using graphics that convey the message. Instead of a busy design with lots of images and many different colors, some products use up to three colors and a simple script to convey the idea of natural ingredients to the customer.
Generally, these products have a simple background in neutral colors with very little script and graphics to convey the idea. Although the product has a wide range of ingredients, its packaging design conveys that the product has natural and real ingredients.
With less color, script, and design on the package, the consumer understands what the product contains.
- Packaging Must Complement The Contents
You must consider the actual food contents before deciding on the food packaging materials. If you are selling foods that spoil quickly and need refrigeration, you must package them in aluminum or plastic sealed packaging. Similarly, if the products you sell contain preservatives and have a longer shelf life, you can be flexible about the packaging.
While safety concerns are one of the aspects, the food packaging design you choose must complement the contents.
You will not see flavored water in a pop-top soda can. This is because water is not carbonated and does not have ingredients that require aluminum packaging. Moreover, containers that hold crackers and cookies cannot store crisps as they would get smashed.
Designers from the top packaging design companies in India should create packaging that is creative, attractive, and appealing. It must be original and engage the consumer immediately.
- Ensure the Packaging is Versatile
It is also vital to consider that your design is useful in several ways. Many food manufacturers create packaging designs for standard sizes of products. The design is suitable for a box of crackers. But, if you want to sell single servings in the future or create product combos, your product package design may not be able to fit the different types of packaging.
For this reason, your packaging design, along with the logo, should be versatile and comfortably fit the different sizes of product packaging.
If you sell your food item in its original packaging, single-serving, plastic containers, and other size boxes, the package design should be appropriate for how you package your product. Regardless of the packaging, the logo and design should be seen clearly.
When manufacturers ensure that their food packaging is suitable for use in several ways, they can accomplish two major goals:
- You have more chances to cater to the different tastes of your target population.
- Customers instantly recognize your products by looking at the packaging. This way, you save on money in the long run as you don’t have to re-invent design for products packaged differently.
- Create Limited Editions
Including designs for limited editions, especially in the food industry, is a great idea. Consumers love limited editions for every product. When you visit any grocery store around the festive season, you see a vast range of limited edition products. These limited edition products can grab the attention of consumers a lot sooner.
- Think About a Range of Materials
You can use a variety of materials for packaging products. Here are some factors that you need to consider when you choose packaging material:
- Products must remain edible throughout delivery to the grocery store.
- The product must reach its destination without it getting spoiled or sustaining any other damage.
- Storing the product during transport and its placement on the shelves should be easy. If your food packaging is bulky, it can become a hassle for the grocer, making it tough to shelve.
- Manufacturers must estimate the amount of time the product will remain on the shelf before being purchased by the customer.
- You must include the nutritional and content information on the package without disturbing the packaging design, especially in small products.
Therefore, before creating a creative packaging design, manufacturers need to think about these factors.
Most packaging material uses cardboard, aluminum, or plastic. Alternatively, some niche markets can opt for materials like metal, wood, or glass containers for storing items like tea, soda, and wine, respectively.
- Creatively Avoid Printing and Production Costs
The cost is a major consideration central to any product packaging design. Most manufacturers know that the cost for producing the package should not exceed the price of the product itself. It can be challenging to present an aesthetically appealing product to the target audience when you are on a budget. But, with plenty of material options, as well as modern ingenuity, brands can think of creative ways to print and produce packaging within their budget.
- Get Playful with Color and Patterns
Simplicity helps in reducing costs. But, you can use patterns and bright colors as per your choice. Once consumers become familiar with the brand, it is easier to create brand loyalty. It is easy to attract customers to your brand by using colors and patterns playfully.
- Share the Product’s Benefits
To catch the customer’s attention, you should share the benefits of the product on the packaging, including some of its health advantages. Nowadays, consumers have an understanding of the ingredients used in products. Brands must share the contents upfront to increase the likelihood of their purchase.
If the product contains a specific vitamin or does not contain a dangerous ingredient, you can make the words on the package eye-catching, just like the package itself. When you take a look at the shelves of your grocery store, many products have product descriptions that advertise their products as low calories, not containing transfats, etc.
Several elements make the design of food packaging appealing to attract and engage consumers. Apart from color and pattern, designers have to consider printing and production costs. Besides, the types of materials to use for packaging the product needs consideration. If you need to package your product in different ways, designers must ensure that the image can be adjusted as per every packaging style.
Food packaging designers are creating packaging types that are attractive to customers yet can withstand the elements during transportation. The objective of packaging design, at the end of the day, is to gain consumers’ trust in your product and convert them into brand loyalists.