How does the design of a product package affect the sales of that product? A lot more than you might think! In fact, packaging design can make or break how much people are willing to pay for that product, or even whether they choose to buy it at all.
Here are some common packaging design mistakes and how to avoid them so your products don’t end up in the discount bins.
Cluttered PackagingThe package design must be kept simple. Overly complex packaging can cause consumer confusion, which leads to product returns and customer frustration. As a rule of thumb, try asking your consumers what they think of your product’s packaging before launching a new campaign or printing more product labels. If they have trouble explaining how your packaging works or what it is used for, consider redesigning it. You don’t want confused customers calling customer service or returning their products—it’s expensive and time-consuming!
Colors Don’t MatchIt’s important to make sure your colors work together and aren’t too similar. If a customer can barely see one item from another in your store, you might as well not have both items on display. Colors are used strategically in design for a reason—to ensure customers can find what they want and easily tell items apart. Test out colors before finalizing your brand identity so you don’t end up having to return your inventory.
Fonts Are Too SmallFonts are a big deal in product packaging design. If they’re too small, your package’s copy will be unreadable and no one will buy your product. Small fonts aren’t just annoying, they tell customers (incorrectly) that you don’t care about them and/or are cutting corners by trying to fit too much information on a single package. Big fonts reinforce a positive brand identity while also improving conversion rates – two goals any good business should have in mind when designing their packaging.
No Contact InfoIf you don’t provide a way for potential customers to contact you, they’ll never be able to purchase your product. At best, your package design can merely be put on a shelf and admired. At worst, it’s in people’s home or office but is unattainable because they don’t know how to buy it. Make sure you have contact information somewhere on your packaging—preferably at multiple places so consumers can access it easily!
As you’re designing your product packaging, be sure not to make any mistakes that could lead a buyer to pick another product instead. For example, if you’re creating a new brand of baby lotion, you might want to avoid choosing packaging colors similar or identical (even subtly) to those of another manufacturer.
Illogical LayoutPackaging design is an extremely important part of any product’s success, including how it is perceived by consumers. In fact, numerous studies have proven a correlation between design and purchase. However, great packaging design can only be realized when it flows with a product’s marketing strategy.
Poorly Designed Packaging Is Expensive To Maintain
Unnecessary changes are expensive and can negatively impact your brand by making it look unprofessional. It’s better to hire a professional packaging design company early on so you can prevent mistakes from happening in your brand’s packaging.