The Secrets of Packaging Design for CPG brands

By Lilla Lorand Peachee, Brand & Packaging Designer, L.L. Peach

July 15, 2021

Even though we like to say, “Don’t judge a book by its cover!” in today’s saturated market, we choose brands based on look. Humans are visual creatures. Imagine walking into the grocery store looking for an apple. Which apple will you pick up? That’s right. The best-looking one. Why? A healthy apple is a safe choice. You know that apple tastes good and has a lower risk of getting sick after eating it. 

When you package your goods, being the safe option is crucial, as potential buyers cannot feel and sometimes see the quality of your product through the packaging. According to a study conducted by Ipsos, 72% of American consumers say that the packaging of a product alone influences their purchasing decision, and 68% say that the materials used for packaging matter to them. So how can you create packaging that will influence people to buy your product? By having a well-designed packaging that shows your brand values and stands out.

From this article, you will learn:

      • Why you need custom branded packaging
      • What needs to go on packaging
      • How colors, patterns, fonts, and textures influence purchase
      • What type of packaging to select
      • Why you always want to test your packaging

Let’s dive in!

Why you need custom branded packaging?

Despite what you say about your brand, consumers often associate the quality and design of your packaging with their own ideas of what your brand stands for. It is hard to create loyal customers when you use similar packages to your competitors. The best way to influence a purchasing decision is by using a custom design. A branded packaging doesn’t only showcase your logo but evokes feelings about your company goals and values. It also helps you differentiate from other businesses selling similar products. Color alone can improve brand recognition by 80% (Forbes)

What needs to go on packaging

Even though in design, less is more, you always want to put everything on your package that informs consumers about your product. Of course, this can vary based on the size of the packaging, but here is a list with some basic information you should always try to include on your packaging to ensure you look professional and as a safe choice.

      • Product name(s)
      • Pack descriptors /copy
      • Weight/Volume/Pack Quantity
      • Key ingredients + usage and benefits
      • Product-based USPs (Unique Selling Points)
      • Nutritional information
      • Allergens
      • How to use instructions
      • Icons/badges 
      • Barcodes (in usable formats)
      • Best before date
      • Batch codes
      • Legal/approved ingredients list
      • Advice or warnings
      • Registered address

How colors, patterns, fonts, and textures influence purchase

Colors, fonts, and textures evoke strong feelings in consumers long before they are aware of what the product is. When choosing these aspects of your packaging, think about how you want to make your customers feel. For example, when you think about luxury products, dark, rich colors, gold/silver foil textures, and minimalist packaging design with elegant font come to mind. Meanwhile, a family-oriented brand may display vibrant & bright colors with a curvy font and fun shapes. 

What type of packaging to select

Putting your product into flimsy and poorly design packaging will automatically cheapen the perceived value of your product. “52% of online customers report they would continue purchasing from the same company if they receive their orders in premium packaging.” (Retail Minded) When you select your packaging, think about your ideal customers. Where and how are they going to use your products? What tribe are they joining after purchase? Is your ideal customer most likely to eat your granola bar during a hike & cares about the environment? Try to look for biodegradable packaging options to decrease your carbon footprint. 

Why you always want to test your packaging

The main goal of testing your packaging design is to uncover issues in your design before producing it at scale. If customers are confused by some aspects of your packaging or if your copy is hard to read, you can work out the kinks before spending a large chunk of money on production. Involving people from your target customer groups in evaluating your packaging can also increase your ROI (Return On Investment) on production cost as you ensure your packaging attracts the right people.

All in all, when you first start to think about your packaging, you always need to keep your ideal customer in mind. Investing in quality packaging design may seem pricy in the short term, but it can help you increase brand awareness, sales, and customer retention in the long run as it takes out the guesswork and positions you as the safe choice. 

More From The Blog

Restricted to Premium Members Only

Sign In

Not a Premium Member? Sign Up Here:

The online the community for food and beverage founders