Packaging is more than just a protective shell for a product – it’s a brand’s first impression, a storytelling tool, and an essential element of customer experience. For design and lifestyle brands, where aesthetics, function, and identity must work seamlessly together, great packaging design can be a game-changer.
- But how to create packaging that speaks your brand’s message and attracts buyers?
- Why does packaging matter?
Before we dive into how to create a packaging for your lifestyle or design products, let’s discuss why it matters.
Why The Right Product Packaging Matters
Packaging plays a crucial role in influencing consumer purchasing decisions and brand perception. Here are some recent key statistics highlighting its importance:
- Influence on purchasing decisions: A 2024 survey by Ipsos found that 74% of U.S. consumers say packaging design influences their purchasing decisions.
- Impact on brand trust: Transparency and honesty in product labeling are vital, helping consumers gain trust in a brand. In fact, 52% of consumers have changed the product brands they buy due to new packaging designs.
- Effect on luxury purchases: 61% of consumers are more likely to repurchase a luxury product if it comes in premium packaging.
- Consumer preferences for sustainable packaging: A significant number of consumers prefer products packaged in paper or cardboard, with 68% choosing such packaging over plastic when given a choice between identical products.
These new statistics underscore the critical role that thoughtful and well-executed packaging design plays in attracting consumers, building trust, and fostering brand loyalty.
How To Design Packaging That People Choose?
So, what are the elements of great packaging? How can you choose the packaging for your products that increases the likelihood of your dream customers to choose your product over the others? And what if your product doesn’t have a packaging, does this matter, still?
Define Your Brand Identity First
Before diving into colors, materials, or typography, start with your brand identity. Ask yourself:
- What are my brand values?
- Who is my target audience?
- What emotions should my packaging evoke?
- How do I want my customers to feel when they see and open my product?
One thing to keep in mind: You’re not just selling a product – you’re selling a lifestyle, a connection to others who also admire and use the said brand, a destination of your customer’s self identity. Your packaging should visually communicate the lifestyle and aspirations that you know your customers have, whether it’s minimalist and modern, rustic and organic, or bold and luxurious.
Choose Materials That Reflect Your Brand
Material choices affect aesthetics, sustainability, and cost. Popular options include:
- Recyclable kraft paper for eco-conscious brands.
- Glass or metal for premium, high-end products.
- Biodegradable plastic alternatives for innovative sustainability.
- Minimalist, uncoated cardstock for a raw, natural look.
The material should match the product and its positioning in the market. A high-end candle brand, for instance, may opt for frosted glass with an embossed label, while a natural skincare brand might use simple kraft boxes with hand-drawn illustrations.
Positioning is about how your product is in relation to others in the market. So when selling products, particularly when your products are next to other, seemingly similar products, how does it pop? Can a customer instantly see your product is different? The same goes for online sales channels – is your products different to others, and is that differentiator significant?
Lear how to position your brand, product, and business to become the first choice for your customers and clients.
Prioritize Functionality and Usability
Aesthetics are crucial, but functionality is just as important. Consider:
- Ease of opening and resealing: Frustrating packaging can drive customers away.
- Storage and portability: Will it stack neatly? Is it travel-friendly?
- Durability: Does it protect the product effectively?
Great packaging balances beauty with usability, ensuring it delights customers from purchase to use.
Example: In the Nordics, all our milk & juice cartons got a new design some years ago. This new design focused on sustainability and functionality, aligning with Tetra Pak’s commitment to reducing plastic waste and increasing the use of renewable materials.
The introduction of attached caps on cartons aimed to prevent littering, improve recyclability, and enhance user convenience. These innovations were part of a broader industry shift toward meeting EU regulations on single-use plastics while supporting a transition to a circular economy with lower carbon emissions.
Did people like them? Well, mixed emotions.
For one: they are still plastic, and people in the Nordics are very conscious about the environmental impact of plastics. Second: they are kind of irritating. Common critiques include discomfort during use, such as the cap interfering with the nose or lips while drinking, and difficulties in fully opening the cap, which can hinder pouring. This has lead to people (me, too) ripping off the caps, which undermines the environmental benefits intended by the design.
Create an Unboxing Experience
The unboxing moment is a marketing opportunity – especially in the era of social media.
Did you know that YouTube unboxing videos have garnered over 25 billion views, with 62% of viewers watching them while researching a product, making them a powerful tool for influencing purchasing decisions and enhancing brand visibility?
Elements that enhance the experience include:
- Tissue paper or fabric wraps for an elegant touch.
- Handwritten notes or thank-you cards for personalization.
- Stickers or branded tape to reinforce your brand identity.
- Unique folds or openings to add an element of surprise.
Should you encourage customers to share their unboxing experience on social media to amplify brand visibility? Yes 🙂
Read: How To Get User-Generated Content For Your Brand
Typography and Color Psychology
Fonts and colors are essential to brand recognition. Here’s what to consider:
- Typography: Serif fonts evoke elegance, sans-serif conveys modernity, and handwritten fonts feel personal.
- Color palette: Earthy tones suggest sustainability, pastels evoke softness, and bold colors create a strong visual impact.
- Contrast and readability: Ensure all text is easy to read, whether on a label, box, or tag.
Read: How to Create a Color Palette For Your Brand
Sustainability: A Must-Have, Not a Trend
Consumers are more eco-conscious than ever. Integrate sustainability into your packaging strategy by:
- Using recyclable or compostable materials.
- Reducing excess packaging.
- Encouraging customers to reuse or return packaging.
- Clearly communicating eco-friendly efforts on the package.
Sustainable packaging not only benefits the environment but also enhances brand loyalty among eco-conscious consumers.
Unique Branding Elements to Stand Out
To ensure your packaging stands out, consider:
- Embossing or debossing for a tactile, luxurious feel.
- Holographic foiling for a futuristic and premium effect.
- Die-cut windows to offer a peek inside.
- Interactive elements like QR codes leading to exclusive content.
These details create a memorable experience, increasing the chances of repeat purchases.
Test and Iterate (even if it costs you a lot)
Before finalizing your packaging, conduct:
- User testing to see how customers interact with it.
- Drop tests to ensure durability.
- Printing proofs to verify colors and textures.
- Shop testing to check the interest.
It’s important to test everything and to be humble and receptive for feedback and change. One great way to test your product’s stickiness is to partner with a retail / online store to do a test campaign. You can also create images and mockups of several different packaging and test them with online ads. Does it cost money? Yes, but testing with real customers is the best way to test the feasibility of your product and packaging!
For lifestyle brands, packaging isn’t just a necessity – it’s a powerful branding tool. Thoughtful design can differentiate your products, connect emotionally with consumers, and drive brand loyalty. By balancing aesthetics, functionality, and sustainability, you can create packaging that enhances the overall customer experience and strengthens your brand identity.
