Product packaging design might have started as a purely practical endeavor to protect items in transit, but it’s quickly evolved into a powerful branding and marketing strategy.
Today, online shoppers don’t just expect to receive their goods in a timely manner; they also want to be delighted by the overall delivery experience. This is where stellar product packaging can make all the difference to your ability to attract and retain customers.
In this guide, we’re going to cover how you can create a winning product packaging design for your eCommerce store, including all the top tips and examples you need to tell a compelling story about your brand.
Why does product packaging matter?
Keeping your products safe. Your customers receiving damaged or defective products is hardly going to endear them to your brand. It’s more than likely they’ll choose to shop elsewhere next time. A strong product packaging design is your most effective tool for keeping goods safe in transit to prevent this worst-case scenario.
Differentiating your brand from competitors. Both online and offline retail has become incredibly saturated with brands selling similar or the same products. In this landscape, a memorable brand identity is a key to attracting your target customers’ attention. Without an eye-catching packaging design, you’re unlikely to stick in consumers’ minds.
Creating a memorable customer experience. In the age of social media, product packaging is part and parcel of your marketing strategy (no pun intended). It’s a valuable touchpoint in the shopping journey that helps drive repeat purchasing behavior by offering your customers a novel and enjoyable post-purchase experience.
How do you select a good product packaging design?
When your product packaging design requires a refresh, it can be difficult to know where to begin. Ultimately, designing effective product packaging comes down to answering three key questions:
- What product(s) do you require packaging for?
- Who is your target audience?
- Where/how is your packaging being used?
These areas all involve careful consideration to ensure that your design is appropriate for your needs. So, let’s take a closer look at each question in-depth:
What product(s) do you require packaging for?
Your product catalog should always be your starting point for a new packaging design. They’ll be some key logistical considerations that dictate the type of packaging you’ll need, such as:
- How big/small are your products?
- How light/heavy are they?
- Are any products classed as fragile items?
- Are there any regulations you’ll need to abide by for shipping/handling?
For example, small, lightweight products such as jewelry are better suited to slimmer packaging types like mailer envelopes, rather than cardboard boxes. This will lower the DIM weight of your packages for cheaper shipping costs. It also prevents you from needing to use high quantities of packing filler to stop items from moving around in transit.
Who is your target audience?
The market segment you’re targeting will have a big influence on your product packaging design. After all, not all box designs are alike. There’s a big difference between going the Amazon route with generic cardboard versus a custom printed box. The most appropriate design will be dictated by the preferences of your ideal customer.
If you’re a high-end retailer, your customer is likely to expect high-quality packaging with more deluxe elements, such as tissue paper or ribbon. But if you’re an eco-friendly brand that puts sustainability at the heart of your brand strategy, these embellishments may be considered unnecessary and wasteful.
In sum, your package design should reflect your customer’s values and what they look for in the brands they support. This helps provide confirmation and reassurance that they made the right purchasing decision.
Where/how is your packaging being used?
If you’re an eCommerce merchant, your packaging considerations will be very different than a brick-and-mortar retailer. Product packaging design for the store shelf is about aesthetics and how to entice consumers to interact with products. But packaging for online orders requires a bigger focus on durability and fulfillment costs.
A large, colorful box will look impressive sitting on your customer’s doorstep. But your business will have to swallow some hefty carrier fees due to the amount of space the parcel takes up in a courier van. Multiply this by hundreds of orders, and your choice of product packaging could start cutting into your product margins. That’s why you need to consider every stage of the fulfillment process when choosing the best packaging design for your business.
Wrapping up
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