In the CPG world each day, countless products jostle for attention on crowded retail shelves, and to consumers glossing by, packaging design can make all the difference to catch their gaze. Beyond merely containing your beloved product, packaging serves as a silent saleswoman, communicating your brand’s identity, values, and enticing consumers – whether they are conscious of it or not – to choose one product over another amongst factors of price, nutritional benefits and perceived value.

Communicate Value to Consumers

So, how can brands make effective packaging decisions to make their product stand out? First, impressions matter, and in the retail environment, packaging is often the first point of contact between a product and a potential consumer. A well-designed package grabs attention, conveys a brand’s personality, value, and may even establish an emotional connection, like the nostalgic fonts and illustrations of functional coffee brand Jibby. Especially for food and beverage brands, it’s important to capture the deliciousness and functionality of the product in the design that communicates that value very quickly in a way that isn’t too busy or confusing to the consumer. From juicy hand-drawn illustrations like Freeflow, to on-pack product photography of Toto, enticing consumers visually can make a lasting impact (especially when we’re shopping on an empty stomach, right?). The design and copy on the packaging should focus on the product’s top selling points in a way that clearly solves a unique consumer need.

Build Recognition with Unique Elements

One of the primary reasons why packaging is crucial for standing out on the shelf is its role in creating brand recognition, which is vital in the retail landscape. Consistent, eye-catching packaging builds a visual identity that consumers can quickly associate with a particular product or brand. In recent years, there has been a renaissance of design innovations for brands, such as retro-styles, characters, bubble typography, and bolder colors. This has been a great opportunity for brands to push creative limits, especially in more stale categories ripe for innovation, and reimagine their packaging to stand out from competitors. Even for DTC brands, having effective packaging and photography to showcase it can amplify the brand’s growth on online marketplaces and help strengthen recognition in the digital landscape.

Align Functionality with Design

Beyond aesthetics, functionality is another critical aspect of packaging design. Ease of use, convenience, and practicality can influence purchasing decisions, especially repeat purchases. Packaging that is easy to open, resealable, or eco-friendly may appeal to environmentally conscious consumers or those seeking convenience in their busy lives.

Key Tips for Effective Packaging Design

1. Use elements aligned with the brand’s core identity through fonts, colors, illustrations or images on-pack.
2. Keep messaging simple and highlight only your most important value propositions.
3. Anchor your approach in your target audience’s needs.
4. Explore innovations that can catch consumers’ attention.
5. Stay inspired by regularly exploring retail shelves and new brands.

In conclusion, packaging design is a multifaceted element of brand building that goes far beyond mere containment. It is a strategic piece of brand strategy that influences consumer behavior, builds brand recognition, and sets products apart on the competitive retail shelf. In a world where first impressions are crucial, and attention spans are ever-shortening, investing in thoughtful and compelling packaging design is a key element in the success of food and beverage brands that last.

Wonderkind Co. is a team of 40 gals in Austin, TX obsessed with brands and the experiences they give their consumers. We specialize in design, photo, Instagram and TikTok strategy, content, execution and management. We work with you to challenge trends in the digital landscape, creating brand identities that are novel and drive consumers to join each unique world our brands present online. Our goal is to always infuse your brand with creative solutions that meet the moment and propel you into the future. Whether it’s an out-of-the-box photoshoot, a logo refresh, or an Instagram takeover-and-makeover – your best foot forward is with Wonderkind. As a young team of digital natives, we are experts in what content resonates with the Gen Z + Millennial audiences. You can drool over more design work by Wonderkind here!