1. Know Your Audience

  • You should know this BEFORE you start designing. Who is your customer?
  • Is it a woman, 35+ age that likes to garden OR a man, 55+ that is a do-it-yourselfer?
  • Knowing your audience will make the rest of the decisions easier

2. Prominently Display The Benefits

  • Many customers focus on the features to determine if it's worth buying.
  • Answer the question: What does it do for the customer?

3. Create Multiple Designs

  • Create a couple different designs. Print them out and compare
  • Don't think because you like it that your customers will like it
  • Test

4. Consider the Price Point

  • You should design according to the cost of the product
  • Don't over design for a lower price point
  • Packaging can boost up the cost and break your budget

5. Study the Competition

  • Design so you stick out from your competition
  • Ask your self: Where will your packaging be displayed? Who's package is it next to?
  • Take the time to scope out the stores and learn on what your competition is doing
  • Knowing your competition will help you rise above it

6. Consider the Shopper Experience

  • Think about how the shopper will interact with your product and design the package accordingly
  • Example: If your packaging has a tactile feel or a sound, you may want to design the packaging so customers can feel or hear it

7. Think of your packaging as a billboard

  • Make sure you show the features & benefits
  • Consider photos, large typography and bright colors to make your package stand out

8. Don't use too much copy

  • Customers are visual and don't like to read a lot of copy
  • Keep your copy short and to the point
  • A good picture says a thousand words

9. Perception

  • On average, you have 4 seconds to catch the customers attention and communicate all of the benefits and features of the product
  • In the short time the shoppers also makes the decision based on perception derived from what is presented on the packaging
  • You want to connect with the customer through emotion and appeal to their interests

10. Remember how a shopper will read the packaging:

  • The shopper first notices the package on the shelf
  • The shopper mentally asks "What is it?" brining the product name and category into play
  • They then ask "Why do I care?" which is answered with a "why to buy" message
  • The shopper looks for more information to support the why to buy message (features and benefits, price, guarantees, awards, etc..)

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