A Guide to Enhancing Customer Experience Through Packaging Design

Packaging is often the first physical point of contact between a retail brand and its customers. Beyond its functional purpose of protecting and containing the product, packaging plays a vital role in shaping the overall customer experience. A well-designed retail package not only catches the eye but also communicates your brand story effectively. This guide will delve into the key aspects of retail package design and cover aesthetics, structural design, materials, and how to incorporate your brand identity effectively. 

‍

Judging a book by its cover

The visual impact of your retail package design is key to capturing consumers' attention. The packaging should be visually appealing and align with your brand's identity and target audience. Think through the story you’re trying to tell and make sure that story is conveyed across the following elements: 

• Color Palette: Choose colors that reflect your brand personality while considering their psychological impact. Vibrant colors can evoke excitement, while muted tones create a sense of sophistication.
• Typography: Select fonts that are legible and consistent with your brand's voice. The typography should enhance readability and convey the desired message.
• Graphics and Illustrations: Use images and illustrations that resonate with your target audience. Ensure they are relevant, eye-catching, and representative of your product.

Ideally, you have already established your brand guidelines and can leverage that work to inform packaging and ensure it feels cohesive with the rest of your visual identity. You don’t want to throw out your brand identity just to design cool packaging, this can have a negative impact on your brand equity.

‍

Shaping people’s perceptions

The structural design of your retail package is crucial in terms of functionality, protection, and shelf appeal. Consider the following aspects:

• Size and Shape: Determine the appropriate package size and shape that accommodates the product securely while optimizing shelf space. Unconventional shapes can grab attention amidst the sea of standard packaging.
• Durability and Protection: Ensure that your package design provides adequate protection for the product during shipping, storage, and handling. Incorporate sturdy materials and consider additional features like inserts or cushioning.
• Ease of Use: Design packaging that is easy to open, close, and reseal. Consumers appreciate convenience and a hassle-free experience.

‍

We are living in a material world 

The choice of materials for your retail package design impacts both the visual appeal and its sustainability. Consider the following factors:

• Brand Image: Select materials that align with your brand values and positioning. Eco-friendly materials like recycled paperboard or biodegradable plastics can communicate your commitment to sustainability.
• Product Compatibility: Choose materials that are suitable for the specific product. Some products may require moisture-resistant materials, while others may benefit from transparent windows to showcase the contents.
• Cost and Production: Evaluate the cost implications of different materials and their impact on the overall production process. Strike a balance between quality, aesthetics, and cost-effectiveness.

‍

It always comes back to story

Effective package design goes beyond aesthetics and structural considerations—it should tell your brand story and create an emotional connection with consumers. Consider the following strategies:

• Brand Messaging: Craft concise and compelling copy that conveys your brand values, unique selling points, and product benefits. Use language that resonates with your target audience and showcases your brand's personality.
• Visual Storytelling: Use visuals, such as illustrations, icons, or photography, to narrate your brand's story. Incorporate images that evoke emotions and align with your values.
• Unboxing Experience: Create a memorable unboxing experience that surprises and delights consumers. Add personalized touches, such as thank-you notes or samples, to enhance customer loyalty and encourage social sharing.

‍

Wrapping it with a bow

In the competitive retail landscape, effective package design is a powerful tool to attract consumers and enhance brand recognition. By focusing on aesthetic appeal, structural design, material selection, and incorporating your brand story, you can create packaging that stands out on the shelves, communicates your brand values, and engages consumers on a deeper level. Embrace the art of package design, and ensure your audience feels your brand identity through every phase of the customer experience.

‍

At the 2023 Broderson Awards we took home gold for our work on package design for Foraged Market. 

‍