It's critical to get your product packaging right: for sales and branding purposes.
So what is product packaging? Product packaging design refers to the creation of the exterior of a product. That includes choices in material and form as well as graphics, colors and fonts that are used on wrapping, box or paper bag.
To the consumer, sloppy packaging suggests a sloppy product.
Your packaging has to reflect the care you pour into making your product in the first place. And sometimes you only have seconds to grab attention and make the right impression.
If your packaging needs to represent a certain brand aesthetic, make sure you’ve gathered the following information before you start:
Before you start in designing your product packaging make sure you’ve gathered the following information:
You would already have the CMYK values or Pantone Matching Values (PMS) colors include those as they’re specifically for printing. (If not, a hex code is fine, too.) Your Graphic Designer would have provided you with these with your logo or other branding files.
Make sure you have the proper fonts. Again your Graphic Designer would have worked with you on finding the right font for the brand image you want to create for your product.
If you need to put a logo on the package, make sure you have a vector file available -- .pdf, .ai
Here are the guides to make your packaging print stand out:
Capture attention and aid brand recall
It may sound obvious – and it probably is – but the use of bold colours can really make for a striking, impactful appearance when your customers receive their order.
Perhaps even more importantly however is to make sure that the colours chosen reflect your brand.
Whilst they may not have to strictly follow the exact colours you use elsewhere (as your logo can still be used to tie it all together), if it is completely different from what your customers have seen before, it will inhibit recall and potentially seem a bit jarring.
Detailed graphics and imagery
Whilst usually reserved for retail packaging applications – where appearance of your product packaging can make or break its success in crowded retail spaces – some high end brands are beginning to use full colour graphics and designs on their printed ecommerce boxes.
Full colour print can, as with bold blocks of colour, create an impactful appearance – crucial when aiming to foster engagement and loyalty with your customers.
However, it can also be used for more than this, being useful for conveying instructions, example uses, returns info and even upselling accessories or other products in the range.
Popular, contemporary trend
A popular trend is the use of white inks.
Whilst many packaging companies are not able to print in white, for those that can it creates a unique and interesting appearance which can help your brand stand out.
It can convey a sense of luxury and help with positioning as a premium brand.
It can of course be used with other colours to create some interesting and unique effects.
Spot Laminating or Spot UV
Subtle way to add a touch of class
Another way to create a striking (and fairly unique) appearance is to use spot UV.
Often used on glossy brochures and book sleeves to add areas of high gloss to otherwise matt surfaces, a similar technique can be used on corrugated packaging too.
This can involve picking out specific colours – effectively used in conjunction with other printing techniques – or can even be used in isolation to create a very subtle, high end effect.
Plain Spot UV
Coloured Spot UV Print
Surprise customers upon opening
Whilst many companies will look at printing a logo on the outside of their printed ecommerce packaging, doing just this can be missing a trick.
Many of the most striking unboxing packaging experiences look fairly innocuous on first appearance – a plain brown box. But upon opening, the customer is greeted with bright colours, logos and information about their purchase.
Single Colour Logos
Simple, easy to recall branding
Even if you cannot afford to do something more advanced – or your target market / brand positioning do not warrant it – it is nearly always a good idea to print a simple company logo somewhere on the box.
Combining different print options
Finally, don’t be afraid to consider combinations of the above options.
Some of the most beautiful packaging designs combine various colours, techniques and ideas to create truly breath-taking appearance that your customers are certain to remember.
Spot UV and Gold Foil Print
Full Colour Print with Gold Foil Logo
Custom Printed Bags and Boxes Australia and New Zealand specialises in supplying fully tailored packaging and paper bags to our clients. We can print to your exact specifications, to make your product packaging stand out!
Contact us to discuss your product packaging needs.
Clara Cassidy, Founder and Marketing Manager of Custom Printed Bags & Boxes, is a marketing professional with years of experience in branding, promotions and events.