Today more than ever, packaging design matters to the customer experience. It can be an invisible element, seamless to the product’s function, or serve as an extension of the product itself. Packaging trends can be relative to the industry and product, while elements of packaging like material and appearance are reflective of cultural and user sets.
Interaction with packaging has the power to connect customers to a brand for life, so it’s essential that the design and format be eye-catching, efficient to produce and reflective of the brand it represents. In addition to the constant competition on the shelves, brands have a new challenge to face – the digital consumer. Ensuring focus on specific elements will help to deliver a thoughtful and authentic experience.
Storytelling
While it may seem counterintuitive, online experiences have given rise to a more immersive experience than that of a face to face interaction with a brand. The implementation of UX design has paved the way for digital interfaces to seamlessly engage with the consumer, allowing them to easily and intuitively interact with a brand or product. Conversions can be designed, and thus, can be easier to reach in an online environment. Physical packaging design must tell the story of both the product and brand to win over the consumer to truly connect.
Information
Well designed websites provide information from A to Z. From contact information to product specifications, the online representation of a brand or organization will provide the user with all the information needed to make a conversion. Likewise, packaging should include contact information, product history and (most importantly) product usage instructions. This will not only instill trust, it will simply inform customers on what a product/brand is and what it will do for them.
eCommerce
With eCommerce experiencing continuous growth, a brand must think beyond the shelves in terms of packaging. Shelf space has always been a coveted item but in terms of shipping and storage for online retailers, packaging must be able to withstand the journey, pack well and make an impact at its final destination. This is a strategic process of design, sourcing, and engineering to get the blend just right.
There’s no doubt that packaging design plays a large part in the growth and market position of a brand, but in order to be viewed as an emerging leader in the market, packaging must align with a digital persona and provide a similar, useful and memorable experience.
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