But before designing an effective packaging, let's go back to some essential concepts. As a reminder, packaging is broadly divided into three categories:
Primary packaging: it is in direct contact with the product. This is what is generally referred to as "conditioning".
Secondary packaging: it allows several products to be grouped together to create batches. It is the packaging itself.
And finally tertiary packaging: it facilitates the transport of products.
The Different Uses of Packaging
The Custom packaging for its part refers to the graphic work brought to the packaging regardless of its category. A graphic work but not only.
The packaging is indeed not limited to the simple aesthetic function. To be truly effective, it will also have to facilitate transport and then use and limit risks throughout the manufacturing and distribution chain.
The 3 keys to effective packaging
Now that these few points have been clarified, let's get back to our subject.
As mentioned, an effective custom packaging for small business must fundamentally fulfill several functions. After ensuring that it is safe and able to withstand transport, you will pay special attention to ensuring that it:
Be Seen
The diversity of the offer available in stores can quickly confuse consumers. On shelves saturated with different colors and designs, your packaging must act as a benchmark.
At a glance, the customer should be able to recognize you and know what to expect when placing your product in their cart.
Arouses Envy
By the messages offered or by the graphic styles, by the materials or the original shapes, an effective packaging can integrate a multitude of creative options and they must make you want everything.
Remember that in stores, between two products with similar properties, it is the aesthetics that will make all the difference .
Informing Is Reassuring the Consumer
In the presence of a still unknown product, effective packaging will allow consumers to understand the particular advantages of what they may be about to buy. We will of course use written information, but we will not neglect the images or the color codes which can also be very meaningful.
The ideal is to prioritize this information. Keep the essential concepts easily identifiable, and provide some additional information that the consumer to go to seek if it interests him.
How to create effective packaging?
I stay in tune with his initial role
Essential perhaps, but design is far from the only criterion to be taken into account. Efficient packaging will be the one that manages to reconcile sales strategy, marketing approach and logistical constraints.
In particular, it will have to comply with the legislation in force and meet hygiene standards. As for the legal notices, they obviously vary according to the type of product but remain essential!
I develop a coherent range
As an extension of our first point, being visible, you will take care to design a specific graphic universe. And it's up to you to stick to it!
Develop your brand architecture over your creative proposals, and constantly think about how your new packaging will fit into this universe you have created. Conversely, as part of an ephemeral event, you will be able to free yourself from the codes developed on other products and offer a completely unique visual aspect.
But on a daily basis, you will have to think broad and anticipate the ranges to come.
A coherent range for the Amado cosmetics brand.
I bet on a good balance between the packaging and the product
As effective packaging reflects the values of your brand, you will ensure consistency between the product and its packaging.
Children's toys are generally found in brightly colored packaging and wrapping. Organic products, on the other hand, or openly eco-responsible, will rely on natural fabric or recycled cardboard.
Also, you will need to keep your target audience in mind throughout the design of your packaging . You need to know and understand in depth what you are selling, and who you are going to sell it to.
What is the product? Obviously you know what you are selling. But maybe there are some logistical imperatives that escape you. Take a look at the shape or material of the product, its fragility or its resistance to heat.
Enough to best adjust your packaging and optimize manufacturing costs as much as possible .
Who is your target audience?
Men, women, seniors, concerned about its ecological impact.Your target audience may also be defined by their average income or their areas of interest. Market research will allow you to identify your ideal consumer.
The development of your packaging should then take care of pleasing him. We are thinking in particular of larger texts for products intended for the elderly. Or more upscale finishes for everything related to luxury.
What will be the purchasing context? In the supermarket, online or in a small shop, each point of sale has its own specific strategy. In the context of an e-commerce, on the other hand, you will have the possibility of opting for more sober designs in order to concentrate your efforts on the security of the package during transport.
The greatest efficiency is to use what already exists to its best advantage
I ALLOW MYSELF A TOUCH OF ORIGINALITY
Difficult to stand out without being unique and original. And yet, there is no question of doing what you want!
As we have seen, effective packaging must remain adapted to the product contained. The originality you demonstrate will necessarily be limited by the very nature of this product. The brand, with its values and its graphic charter, could also constitute a constraint to be respected.
This allows you despite everything a multitude of ideas! As an extension of the product , let your packaging put on a show and combine innovative touch and play of light. A glance at the trends of the moment can certainly help you.
Efficient Packaging in A Few Essential Points
All that remains is to subtly insert or not the essential information and the mandatory information, and voila!
There is something more precious than originality, and that is universality. This contains that one and does not use it as needed.
What budget for efficient packaging?
The design of a packaging generally generates two different types of costs:
Fixed costs: generally planned in advance and integrated into your provisional briefings.
Variable costs: these are in particular the materials or labor chosen. Each added functionality, each finish; each modification will generate an additional cost. It's up to you to anticipate them to try to save some money.
Three Essential Trends For Effective Packaging
You are almost there! Your ideal packaging will finally require you to do some styling research beforehand.
Open your eyes and look around you. Get inspired by the materials, colors and shapes that you come across on a daily basis. Spend entire evenings on Pinterest collecting a multitude of inspiring images.
All while keeping in mind that your packaging should not be made according to your own criteria , but according to those of your typical consumer. Why not surf for example on:
The Eco-Responsible Trend
In France, 65% of consumers now favor one brand over another based on their convictions. A trend towards more environmentally friendly behavior which has given rise to new ideas concerning packaging.
Do not hesitate to favor biodegradable materials and natural colors that will definitely position you in the air.
The Minimalist Trend
Minimalism is no longer really new but unconquerable! We love the neutral colors and sleek designs that manage to be very meaningful. Combined with bright colors and simple, funny catchphrases, Monored has largely managed to make its mark in this way.
Something to satisfy both lovers of simplicity and quirky packaging.
The Trend towards Versatility
In the end, it is not difficult to fit the current trends into one another. And the multifunctional side of current packaging is definitely following the movement.
Half pizza box, half overhead projector!
Today, to limit waste, we are also relying on qualitative and reusable packaging that consumers can keep at home. Birch box in particular has already made it its trademark, as has Pizza Hut, whose box that transforms into an overhead projector has not finished making people talk about it
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