Vital Product Packaging Design Basics for Online Retailers

Posted 2 years ago by Max Komonov

The online space is听a听treasure trove of听products, offering consumers an听unparalleled variety.

However, this abundance can pose a听challenge for听ecommerce businesses. With a听sea of听competitors vying for听consumer attention, standing out has become more critical than ever.

So, how can an听ecommerce business rise above the听competition?

There are numerous strategies, but one that holds immense potential is听product packaging design. It鈥檚 not just a听container for听your product; it鈥檚 a听strategic tool to听set your brand apart.

The Value of听Product Package Design

Let鈥檚 take a听more in-depth look at听the听value of听the听product package and听its benefits.

First, there is听the听matter of听branding, which is听one of听the听most critical parts of听running a听successful business of听any听type. Any business can create a听product and听put it听on听the听market, but branding separates it听from similar products. There are numerous examples of听the听powers of听branding, such as听Apple, Nike, Coca-Cola, and听more. These brands have similar competitors, but they have used their branding to听push them to听the听forefront.

Consider this: when a听customer is听browsing for听products, what is听more likely to听catch their eye, a听generic cardboard box or听a听well-designed and听colorful package? The answer is听clear: a听high-quality and听visually stimulating product package design will more likely draw their attention.

Of听course, there is听also the听consideration that customers may not always see the听packaging when browsing for听products online. In听this case, they may be听more drawn to听the听images of听the听product itself. However, when the听product arrives in听high-quality or听appealing packaging, this helps to听build customer trust and听loyalty. It听can make them more likely to听return and听buy from the听store again.

Questions for听Inspiring the听Retail Product Packaging Design Process

So, where do听we听begin with retail product packaging design? The first step is听to听determine the听answers to听a听few questions.

1.听What is听the听product and听its details?

The first question simply establishes the听primary information about the听product. The answer can include details like the听size of听the听product, its material, whether it听is听delicate or听fragile, and听more. This question helps establish some of听the听packaging needs immediately.

For instance, more fragile products will need packaging that adequately protects them, and听products with a听unique shape may require a听custom-designed box.

2.听Who is听the听audience?

The next step is听determining the听demographic that will buy and听use the听product. Is听it听primarily for听a听specific gender or听age? Is听it听for听those of听a听particular interest or听group?

Determining this information provides crucial details for听designing packaging that will appeal to听the听target audience.

For instance, if听it听is听a听feminine product, the听packaging should probably include feminine colors. Or听is听the听audience environmentally conscious, to听the听point that eco-friendly packaging should be听required?

In听some cases, this may require surveying the听target audience to听determine what appeals to听them and听what drives them away. This offers direct information rather than assumptions.

3.听What are the听strengths and听weaknesses of听competitor packaging?

An听excellent place to听begin evaluating packaging do鈥檚 and听don鈥檛s is听with competitors. Evaluate the听packaging of听successful competitors and听what seems to听appeal to听customers.

Check out their product reviews to听see what customers have said about their packaging, whether good or听bad. This can help to听inspire potential design points and听identify bad product packaging design to听avoid.

Design Points to听Consider

Now, let鈥檚 look at听some immediate product packaging design points to听consider. These are especially critical for听retailers with an听established brand.

Product size and听shape

The packaging should be听designed to听accommodate and听protect the听product adequately. It听doesn鈥檛 do听much good to听have fancy packaging if听the听product rattles around in听the听box and听gets damaged.

Logo

If听the听company has a听logo currently in听use or听designed, this should be听incorporated into the听package design.

Colors

Colors can make all the听difference when creating packaging, such as听in听the听feminine products example above. Additionally, if听the听brand has its own dedicated color scheme, this can be听used.

Copy

Copy is听the听words written on听the听packaging, a听detail that requires ample attention. The copy should be听well-written and听communicate any听necessary or听desired information about the听product. While it听can be听tempting to听overexplain, the听copy should be听concise enough to听communicate the听intention while capturing attention.

Remember to听include industry-required information, such as听.

Imagery/Graphics

Are there any听photos or听graphics that should be听included on听the听packaging? This can include images of听the听relevant audience or听user, such as听dogs on听a听dog treat bag. Don鈥檛 go听overboard on听imagery, as听it听can clutter up听the听design.

Should You Use AI听Product Packaging Design?

The significant prominence of听AI听in听recent years may lead some to听consider using AI听product packaging design.

However, there are some pros and听cons to听using this technology, so听here is听a听brief rundown of听factors to听consider.

Pros of听using AI

The largest benefit of听using AI听for听design is听that it听can create designs and听reiterations very quickly. It听can also help to听inspire the听initial design and听make redesign as听simple as听telling the听AI听what to听change for听a听new version rapidly.

Cons of听using AI

There are also a听few downsides to听AI.

Firstly, there is听the听ethical debate that has been center stage for听AI听art creation. AI听does not actually create its own designs. Rather, it听scrapes previous work done by听designers, artists, and听other creators from all over the听internet. So, while this is听currently completely legal and听acceptable, it听is听potentially putting creators鈥� jobs and听work at听risk.

Additionally, AI听isn鈥檛 perfect, and听it听can only do听so听much with the听information it听has, which can lead to听silly mistakes or听imperfections. A听good example of听this is听the听numerous pieces of听AI听art out there that show people with deformed hands or听extra legs.

While these are blatant examples, they illustrate AI鈥檚 potential weaknesses. Even with the听quick speed of听AI听iterations, a听human eye will always be听needed to听evaluate the听designs.

This is听an听example of听how AI听imagines Hot Eco-Friendly Product Ideas to听Sell Online

Frequently Asked Questions

What should be听included in听product packaging design?

Every package design will be听different, and听the听right factors can vary for听each product.

However, some elements to听consider during design include imagery, logo, product size and听shape, colors, logo inclusion, and听more. See above for听the听full details on听each of听these.

Can I听use AI听to听design packaging?

The short answer is听yes. AI听can be听great for听creating quick designs and听early iterations.

However, its weaknesses shine through in听potential imagery errors and听needing too many redesigns.

Should I听hire a听professional?

If听there is听no听one experienced in听design on听your team, and听the听budget allows for听it, hiring a听professional package designer is听an听excellent idea. Their experience and听insights can help to听create the听ideal packaging for听any听product quickly.

It听can be听tempting to听attempt designing packaging yourself, even without experience. However, it听may have negative results if听the听packaging doesn鈥檛 capture attention or听properly hold the听product.

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About The Author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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