Article

Nick Mills
Nick Mills 9 October 2020
Categories Advertising, B2B, B2C, Ecommerce

5 Features Your Packaging Should Have to Stand Out

The packaging game is a pretty competitive area, whether you sell cosmetics, clothing or wine, the packaging can make a huge difference between someone picking your product over a competitor. In some industries, such as the cosmetic industry for example, packaging can almost sell the product!

The packaging game is a pretty competitive area, whether you sell cosmetics, clothing or wine, the type of packaging you create can make a huge difference between someone picking your product over a competitor. In some industries, such as the cosmetic industry for example, the packaging itself can sell the product!

So, with that in mind, we wanted to share 5 must-have features your packaging should have if you want to stand out from the crowd.

A Clear Personality

By this we mean you know your identity. If you were to remove the name of brands from packaging, there are probably many you could instinctively tell who it is, sometimes even a certain colour can resonate with customers and choosing certain design elements that are unique to your brand will instantly tell you apart.

Some elements to consider if you’re just starting to create a new line of packaging would be:

  • Typeface
  • Colour
  • Artwork
  • Message
  • Functionality

Sustainability

It’s worth knowing that a huge percentage of shoppers now look to see how sustainable a brand is as people continue become more conscious of the waste they produce through items they buy.

Creating packaging that has the ability to either be re-used or recycled will give you instant brownie points and also make the customer feel good that they are contributing to doing better for the planet.

Style and Originality

Style is fairly subjective but overall if you’re able to create something that can communicate a story or a way of life, your customers will be enticed with what your product has to say.

If you want your customer to have a moment of luxury, naturally you would create an exterior that connects to that description, perhaps it has flecks of gold or the language used on the packaging describes the luxurious ingredients used. It all tells a story, a story you want your customer to keep reading.

Originality comes from knowing your market and your audience well, as you don’t want to copy what’s already on the market but you also don’t want to steer to far from what is already working for your customers.

Durable

Aside from looking great, your packaging has to be able to perform, especially when it comes to delivery. You might even have several elements to your overall packaging, which would include the initial exterior for the product but also the packaging it's contained in when being delivered, whether that’s a box or bag.

These also have to be functional, easy to access and be able to deliver the contents in excellent condition – no one wants to see the sleeve of their new jumper hanging out of the sealed bag it arrived in.

These errors can compromise your brand and the relationship you have with your customers. Invest in good packaging, it’ll be worth it.

Easy to use

This one might seem obvious but this also blends slightly with originality. There are hundreds of different ways of getting into a box but if you could combine that with design and storytelling, you’ve created a whole new experience.

That’s not to say you need to re-invent the wheel. Whether your packaging is a box, bag, screw lid or pop-cap the elements of your packaging and product need to be elegant and accessible.

Accessibility is another subject all-together, as not all of your customers are going to be an able-person. Many of your trusted customers might have a disability that restricts them from being able to open certain materials and so including them as part of your design will only benefit your brand as you have included everyone.

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