The Importance Of Packaging Design

People are visual creatures

People are visual creatures. We often decide whether we like or dislike something based on what we see, and make decisions based on visual appeal. This also translates to how we make our buying decisions. Very often, the battle between competing products is actually a battle of perceptions. And the visual aspect gets even more important if we are talking about a new product on the shelves, or a first time buyer.

Packaging of products is both a science and an art, but it requires specific technologies in order to be executed properly and for the results to be eye-catching and appealing. Think Apple. Think Pringles. Think Coca-Cola. The packaging of the product helps create a visual identity that is associated with the brand more than the product features themselves.

So what are the main functions of product and packing design?

1. Protection. The fist, most obvious and basic function of the package is to protect whatever is inside. Transportation can often damage or disfigure a product so the product package must be designed in such a way that will protect it in various conditions. Products need to be protected against mechanical, electrical or damage due to temperature changes.

2. Information. The package must clearly state what the product contains, how it can be used, recycled and sometimes these information (when it comes to food, pharmaceuticals and products containing potentially hazardous ingredients) are required by the government. This information also helps the customer make a better purchasing decision.

3. Promotion. Packaging can be a very useful tool for marketeers to convey their message to potential customers at the point of sale. The package contains the logo, name, colors or any other visualidentificationsused by the company, but it can also contain marketing and promotional messages.

4. Differentiation. The package is a physical representation of a brand's identity and it's a way to differentiate the product among hundreds of other similar products on the shelves. The design itself can draw attention in today's crowded retail space.

5. Usability. The product's package must be designed in such a may that it will ease the use of the product itself or enhance the user experience. Some packages can even be reused or serve ascollectiblesand souvenirs.

The package is a symbol of style, usability and a personal differentiation that helps user identify and distinguish the brand among the competitors on the market. Packaging is by no means to be overlooked by companies just because of the importance it bears as being the first line visual communicator of a company's identity. Packaging as a business function can easily be outsourced to companies that specialize in contract packaging specifically tailored to the needs of the customer.

by: Tina

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