You’ve probably heard the stats about how important first impressions are in your personal and professional worlds. Data suggests that you have less than 10 seconds to make a lasting impression on a new acquaintance and even less time to impress a new customer.
So, what does this mean for your product packaging? Everything.
In less than 10 seconds, your packaging must capture the attention of your buyer, inform them, and convince them. That is no small feat for such a short time window.
In this post, we’ll explore a few ways that you can ensure your product’s packaging is making a strong first impression on behalf of your brand.
1. Clarify your brand story
Your product design should effortlessly contribute to the brand story you want your customers to know. So, before you design your packaging, make sure that your brand story is completely flushed out and finalized.
Let’s use Apple as an example. Before the modern Mac and iPhone were released, the world of personal computers was full of systems and software that were complex, clunky, and designed for techies, not the average consumer. Part of Apple’s brand story was their belief that personal computers should be accessible and easy to learn for every single person, not just those who were already tech-savvy to begin with.
This brand story is reflected in all of Apple’s product packaging. Their computer, laptop, and iPhone packaging are simple, with very little writing or clutter. In fact, Apple used white space to their advantage. The non-cluttered packaging cohesively tells their brand story: we will make this sophisticated technology easy and enjoyable for you to learn and use.
2. Design with your ideal buyer in mind
We’ve said it before, and we’ll say it again: developing an ideal buyer persona is a key step in developing a brand that feels authentic to the right audience.
So, head to the nearest whiteboard (or Post-It, or note in your phone, or whatever works!) and write down lots and lots of details, even seemingly trivial ones, about your ideal customer.
- What do they wear?
- How old are they?
- Where do they live?
- What’s their sense of humor?
- Favorite shows?
- Favorite places to eat?
Once you’ve really “gotten to know” this buyer, you can more strategically develop a product and design that will speak to that person as if you know them.
Dollar Shave Club is a great example of this. They aren’t marketing to the masses. Instead, they are clearly targeting millennial (or younger) buyers who appreciate tongue-in-cheek wit and humor in the brands they follow, and who love the subscription service phenomenon of the last few years.
3. Be Consistent So You Become Recognizable
Consistency in your packaging design is key, especially for businesses whose products are sold on retail shelves. Consistency is what makes your brand recognizable, which in turn builds trust in your brand, which results in loyalty from your customers over time.
So, from the very start, have a clear-cut brand guide that includes colors, font choices, slogans, and logo variations. Once you’ve landed on those, do not deviate from them. This will, over time, contribute to the strength of your brand’s presence in the market.
Remember, your product’s packaging can act as your most convincing salesperson. It is your 24/7 sales pitch that communicates your brand’s values, voice, personality, and mission.
That is no small task. For input from a team of professionals who have ample experience in product packaging design, reach out to our team here at Deal Design. We can help your business maximize your product’s potential with a design that speaks to your overall brand.