Whether your products are presented in elegant glass bottles, custom made boxes or bespoke cotton bags, your packaging will form a big part of the consumers first impression. In such a crowded marketplace, getting the most from your product packaging will ensure you can catch the eye of passers by and stand out from the best, portraying your key brand messaging to encourage customers to give your product a try.
We’ve seen many examples of poor packaging and are here to help you learn from them, avoiding common mistakes and undergoing thorough checks before your products hit the shelf. Here are some of the most common mistakes to avoid:
1. Excess packaging
In today’s day and age, many consumers are much more aware of their environmental impact and are making changes in their lifestyle to reduce single use packaging. Although a certain level of packaging is inevitable, taking it too far can deter customers and reflect poorly on your brand image. As well as keeping waste to a minimum, do what you can to use eco-friendly materials that can be ethically disposed of instead of materials which will make their way to landfill sites.
2. Misleading language
A customer will decide whether they are interested in your product or not within the first second, so avoid any barriers which could turn them away. It should be immediately apparent what your product is and not leave people guessing, so be sure to test it out before it comes to selling to double check that your labelling is suitable. If you also sell overseas, be sure to overcome any language barriers and ensure that any translations are done by those who are fluent, avoiding any embarrassing mistakes and maintaining a professional appearance to every audience.
We appreciate that you have very limited space to work with on your packaging but overfilling the label with too much information can have a reverse effect. As we mentioned earlier, you only have a second to catch the eye of passers-by so ensure any key messaging is immediately visible. If a consumer is interested in finding out more information, they can then turn to the small print to find what they are looking for, but your product name and any unique selling points should be the immediate focal point. This also applies to your design; any intense patterns or too many colour combinations can make the packaging appear overwhelming and unappealing.
4. Convenience is key
When your customer is opening up their new product, the last thing they want to do is spend too much time trying to get into the packaging and have to search for the scissors. Struggling to open packaging is a primary complaint and can definitely be a barrier between returning customers, so ensure you design yours with convenience at the forefront of your mind. For perishable items, it is always helpful to consider storage. For example, fresh food which is unlikely to be eaten in one sitting should be resealable so it can be kept in the fridge and saved for a later date.