The most alluring aspect of any object is its visuals; it has to catch people’s eyes before gaining their attention. The visuals of any product, advertisement or other commercial items are given utmost priority for this reason. Several global agencies dedicate all their resources to understand and study various strategies to increase appeal. Fashion, consumer goods, interior decor, tourism, entertainment, etc.; several industries rely on visual appeal for their profits. The significance of visuals can never be underrated as it is the deciding factor during purchase on several occasions.
Product packaging design plays a crucial role in deeming a product as a success or a failure. Most start-up brands tend to apply primitive package design theories like bright colours and bold text to advertise their products, but this is no longer applicable. Like most other consumer industries, product packaging also has its trends and ever-changing principles. As people’s mindsets and ideas change, so do their tastes and preferences. Packaging designers must be up to date on people’s changing expectations and integrate the latest elements in the product’s package.
Essential Elements in Designing the Packaging
Any product package has a few primary elements that decide its appeal.
Colour
Colour is perhaps the most significant part of any product package design. Colour speaks volumes with just its positioning and juxtaposition with other colours. Each colour has an engendered perception about it, which might change over time. For example, black usually had a negative connotation, but today, it is one of the most preferred colours globally. Choosing the right colour palette is crucial, as it can make or break the brand’s message.
Specific colours evoke particular reactions from the general population, though concepts like culture, tradition and ethnicity also play a role. But brands can change the identity of a few colour combinations by associating themselves with those colours. Repeatedly using the same colour combination across products increases this association among customers. Bold colours are an archaic technique, as colour combinations and juxtapositions determine the attractiveness of a package design today.
Words
Every product package usually has some verbal message on it, though there have been successful advertising campaigns of products with plain coloured packaging. The general rule is less text and more imagery; this principle hasn’t changed much over the years. The focus is now more on the meaning of the content rather than the amount.
Designers and copywriters focus on making the verbal messages unique, relevant, witty, yet relatable to the target audience. Rarely do words attract people to the product, but with the correct placement and font, words could also become the central aspect of the packaging.
Graphics
Graphics refer to the images, patterns and other design work on the product’s packaging. These designs should be in theme with the brand’s image and message and relevant to the product. Graphics are alluring by themselves and complement the other elements on the package, tying in the aesthetic.
Accents
Accents refer to extraneous elements on the package that make it unique, for example, a bow on a box of chocolates. Accents can be both functional and aesthetic, and sometimes even the centrepiece of the product packaging. Using eye-catching or big accents is a surefire way to get people’s attention and an apt packaging design for new entrant products.
An accent that is also functional, like badges, pins or clips, have a higher chance of purchase, as it can encourage customers to try the product. But designers must be careful not to overdo the visual aspect of accents, as it can end up being too jarring. The perfect packaging design accent is attractive and relevant to the product and its customers.
