Packaging Design

Package design is a key element in consumer branding. It allows goods to stand out on the shelf, attract attention and motivate the buyer to purchase in conditions of high level of competition in the market. In turn, label design is one of the stages in creating packaging. It is often associated with the development of the original form of packaging - shaping. In a number of categories, such as spirits, brand success depends on the integrity of the design concept embodied in the label and the shape of the bottle.

In the field of consumer goods, packaging is an integral part of the brand - it is the main identifier that makes a product desirable and recognizable. We can distinguish several stages of interaction or “communication” of the packaging with the consumer, as well as several basic functions that it performs in this case:

"Attraction"

Each modern buyer, having come to the store, is under the attack of a huge amount of information - around him are shelves with a wide variety of packages, different manufacturers, shapes, sizes and colors. Considering that the shopping list is usually rather big, we spend from a few seconds to a couple of minutes choosing each item. That is why the moment of contact of the buyer with the new brand is very brief. And only in the case when the packaging design is noticeable among many competitors, we can talk about the fulfillment of the first function - to stand out, attract attention, arouse interest.

"Acquaintance"

After attention is drawn and the product is in the hands of the buyer, the stage of acquaintance with the product begins. Given the presence of dozens of competitors on the shelves - it will also not be long. Therefore, the next task is to convey to the consumer the most important information about the brand and product as briefly, clearly and structured as possible. This information can be emotional and functional. Thus, the packaging design and its individual components (logo, illustrations, product image, color, font and compositional solutions) are evaluated by the consumer more likely from an emotional point of view, with their help you can convey the brand’s target associations. For example, the packaging design of a dairy product or mineral water most often exploits a sense of naturalness and environmental friendliness, and the cognac label design reflects status and traditions.

The “functional” part of the package is data that the customer analyzes rationally. This information is about the manufacturer, place and date of production, shelf life, availability of preservatives, number of calories, etc. Despite the technical nature of this information, its presentation can also significantly affect the impression of acquaintance with the brand. Therefore, the development of packaging design always implies a layout in which information that is significant for the consumer and forms a positive image of the brand comes to the fore.

Accordingly, the second function of packaging at the stage of dating is to be informative and form a positive brand image.

"Dialog"

If the acquaintance turned out to be successful and the consumer made a purchase, the third stage of interaction begins, which can conditionally be referred to as a “dialogue”. Often, after the purchase, we begin to consider the product in more detail: notice new design details, carefully read the texts, delve into their meaning. When the packaging design is built taking into account this stage - on it you can often find interesting details that are invisible at first sight; any texts and facts that reveal the brand’s legend. It is these details that allow the brand to build a dialogue with the consumer.

The function that is pronounced at this stage is to communicate with the consumer, revealing interesting details.

"Recognition"

Finally, if the packaging design was done correctly, and the brand managed to build a dialogue with the consumer, having won his sympathies, the stage of re-purchase becomes relevant.

If at the first stage of communication with the consumer, uniqueness is important for attracting attention, then for making a repeat purchase, the uniqueness and recognition of the packaging become even more important. Here, by uniqueness, we mean: a) the presence of unusual copyright findings in design; b) avoiding established categorical stereotypes and the possibility of differentiation from competitors.

Thus, the final function of packaging design is to demonstrate individuality and be recognizable.