What Product Packaging Can Do For Your Brand

First Look: Men's Natural Care Products

You may have noticed that brands, both up-and-coming and those that are well-established, are investing in their product packaging in new ways. The reason is simple: packaging is a canvas from which to communicate to your audience, both from afar and up-close-and-personal. Designed well, it can have an enormous impact on your sales performance, audience engagement and brand awareness. 

Here are 3 objectives your product packaging design should strive for:  

1. Draw Attention: 

The first and foremost responsibility of product packaging is to draw consumer's eyes away from the other products on the shelf. Design must take the lead. It must even lead over content. Qualities like color, texture, shape, and material are all important in capturing consumer attention. 

2. Educate & Engage: 

Just as design has to work to capture consumer's attention, your content has to work to educate and engage them. What does your packaging say? Does it tell them everything the product is, what it will do for them, why it has value and who you are as the manufacturer? Does it invite them, in some way, to find you online? Think about including a Call-To-Action, or providing some food-for-thought that will lead the consumer back to you to learn more. 

3. Be Emotionally Evocative: 

Packaging needs to inspire a reaction from your audience. This is where both design and content work hand in hand. Think about how you want your consumers to feel: exclusive? responsible? savvy? Then work to create packaging that lends to an experience that will evoke those feelings. 

(see more after the jump) 

The first, physically produced, product packaging prototype for Men's Natural Care Products. 

For Men's Natural Care Products we worked to design packaging that would separate the product from others on the shelf in a way that would lead the consumer to learn about the product's unique qualities. It's artisanal, organic, designed equally for the consumer's benefit and the safety of the environment. The design leads the consumer to the content, which in turn elaborates on the product's numerous benefits. Both the content and design quickly work to show the product as clean, sustainable, responsible and obtainable. 

That's what packaging should do: describe the best features of the product - and the brand - in as little time as it takes for a consumer to make the decision to move (or not) onto the next product.