3 Qualities of Great Product Packaging

With the right kind of packaging, your product will sell itself. It’s attractive and sleek, and anyone who sees it will want to pick it up. Bad packaging has the opposite effect. If it’s ineffective in its function, or even if it’s just plain ugly, bad packaging will repel customers from your product. When it comes to creating great packaging, there are three qualities you should keep in mind.

It’s Uniform

If you have a product that comes in many different sizes, flavors or scents, don’t reinvent the wheel for every variation. Have a “look book” or template that you can apply to the entire line, so consumers don’t mistake individual options for separate brands—or assume it’s another product entirely.

It’s Practical

While glass bottles might be visually dynamic, they are expensive. If you plan on selling items overseas, or even across the country, you’re going to have to invest extra time and money into shipping to prevent breaking and loss of revenue. Plastic however is a more durable material and requires less protection during shipment and might make more sense for your needs. You’re similarly going to want to avoid unusual or cumbersome shapes. They look great on a shelf, but they might break before they get there.

It Knows Its Audience

Making your sprayers for bottles look like dinosaur heads might be eye-catching if your target demographic is children, but if you’re trying to sell a bathroom cleaner to adults, they might not see the appeal. When choosing the overall aesthetic for a product, your design team shouldn’t just be paying attention to who your target demographic is, but how they see themselves, what’s popular with them culturally as well as past marketing trends.

Always aim to stay “on brand” with your packaging. It shouldn’t just look nice; it should also be a reflection of your company’s values.