Good packaging design works in 2.5 seconds
While packaging is also there to protect a product, it is first and foremost an effective ambassador for your brand. So to realize its full potential, it requires a communicatively sophisticated packaging and graphic design. At PACOON, we can help you not only with design development, but also with implementations focusing - especially important today - on sustainability.
This special discipline of packaging design also has its own special requirements. We explain some components of a successful packaging design under our services naming, claiming, logo design, print documents, photo shooting, final artwork, print approval and the other chapters.
The great challenge of packaging design is to merge the individual components into a successful overall construct, in many cases in the small space offered by packaging.
Just like advertising, packaging must optimally lead to direct purchase by customers, analogous to the AIDA formula – Awareness, Interest, Desire, Action. This is why packaging is the most important means of brand communication for most companies, it can encourage a purchase decision directly at the POS. Together with the touchpoints at home with consumers during use, the packaging also offers further contacts to influence the brand image in the long term and to increase the loyalty of the clientele. Packaging design therefore has an effect on many levels and often long after the actual purchase.
So first, the package has to stand out from the competition at the POS, on the shelf, in the online store, or wherever the package is to be purchased. That's why we always consider the purchasing situation and the competitive environment during the design concept. Once attention has been captured, the next step is to match the product promise with the consumer's needs. To do this, the most important product information must be conveyed briefly and comprehensibly.
From a detailed briefing – just contact us by mail at info[at]pacoon.de or via our contact form – we define the information hierarchy on the package together with you.
Studies show that 4-5 pieces of information can be conveyed in the 2.5 seconds that consumers spend looking at a package on the shelf. In these 2.5 seconds, the package must therefore succeed in communicating why the product meets the needs of the customer. If this is not achieved to the satisfaction of the customer in this time, the chances of a purchase drop dramatically. This information includes the logo, the product name, the most important benefits, but also product photos or labels and symbols. Therefore, it is important to focus on the essentials in packaging design and to emphasize them accordingly.
If the USP of the product coincides with the needs of the consumer, he or she will be willing to pay more attention to the product and the packaging. Therefore, less important information can also be placed on the side panels or made smaller accordingly. This is part of the all-round design, where all legally required information and labels find their place.
By the way, studies have shown that once consumers have picked up a package from the shelf, they are much more likely to buy it than to put it back. Our experience with packaging design projects, where products had to do without any advertising or promotions, has proven that 10-15% additional sales can be achieved after a design relaunch. Entrust your project to our many years of experience and let us ensure successful sales.
We take care of the design, the corporate design, the image processing and the creation of word and image marks.