How Can I Design Packaging That Stands Out On Store Shelves?
It can be incredibly challenging to catch the attention of shoppers these days. Not only are we all stretched thin and time-starved, but we’re overstimulated with the ever-constant stream of information coming our way. I mean just search #overstimulated on Instagram or TikTok.
So how can you design a package that stands out in stores and captures shoppers' precious attention? It’s not a magic trick and you don’t have to bribe people with sales or tricky pricing. By taking a few simple steps while designing your packaging you can be sure to stop potential customers in their tracks.
Get to Know Your Customers
Start by understanding who the ideal customer is for your product. This is the person who has the most to gain from using your product. Now you might be thinking, “But many different groups of people might get some benefit from your product.” But listen to the advice of marketing great Seth Godwin, “If you’re speaking to everyone, you’re speaking to no one.”
So get specific about who you're marketing your product to. Don’t just identify demographics like gender, age, location, and income. Dig deeper and get to know their habits, beliefs, values, and humor. When you understand your customer’s preferences and motivations you can tailor your messaging and design to make them feel seen and heard. This is the shortcut to connecting with customers.
Get Creative With Your Packaging
To truly capture shoppers' attention and stand out on store shelves, focus on embracing uniqueness in your packaging design. You’ll want to avoid clichés and generic designs that blend in with competitors. It’s easy to fall into the trap of using color schemes, imagery, or typical packaging shapes that consumers have seen a hundred times before. It’s good to have an element or two that is familiar, so customers feel comfortable with your brand. But too much of the same thing, it’s unlikely that your product will stand out.
To create a unique and attention-grabbing packaging design, you need to dive deep into what makes your product special. Consider the core values, unique selling points, and the story behind your brand and product. What emotions do you want your product to evoke in customers? What sets you apart from the competition? Think about how you can translate your product's unique features into visual elements on your packaging. Whether it's through innovative graphics, unconventional materials, or a completely original packaging structure, the goal is to convey your product's uniqueness and personality. Try using a unique shape, graphic style, or materials to differentiate your packaging.
Incorporate Storytelling Elements In The Design
Every product and brand has a story to tell, whether it's the journey of how the product was created, the values and mission of your brand, or the problem your product solves in consumers' lives. Your packaging is the perfect opportunity to tell this compelling story. Start by identifying the core story elements that will resonate with your audience.
Use your packaging as a storytelling tool by incorporating text, visuals, or even QR codes that provide access to a deeper narrative. For instance, include a short story on the packaging about the artisan who crafted the product by hand or the inspiration behind its creation. This personal touch can create an emotional connection with consumers, making them feel a part of your brand's story. When consumers feel a personal connection to your brand's story, they are more likely to choose your product over others on the shelf.
Conclusion
In crowded stores where everything is competing for shoppers attention, having packaging that stands out is a must. And you can design your packaging to attract attention by getting to know your ideal customer and tailoring your packaging to resonate with their preferences and values. Crafting a recognizable brand identity is equally important; it sets your product apart and connects with your target audience. This involves defining your brand essence and using consistent design elements throughout your line. However, the real magic lies in creativity. Avoid clichés and generic designs by delving into what makes your product unique and translating it into visual elements. Whether through innovative graphics, unconventional materials, or original packaging structures, the goal is to convey your product's distinctiveness. Finally, don’t forget to tell your story through the design, so that you can create a deep emotional connection with consumers, ultimately making your product the standout choice.
Craft A Recognizable Brand Identity
A clear and distinct brand identity and can make all the difference on crowded store shelves. Crafting a look and feel all uniquely your own, will help your product stand out while connecting with your target audience. To establish a strong brand identity, start with your brand essence.
Get to the heart of what makes your brand special and how the personality you want to express — this is your brand essence. Once you've identified your brand essence, you can use it to guide all your branding efforts, including the packaging design. Use a consistent color palette, fonts, and photo or illustration style through your line that reflects the essence your want to convey. Even without your logo your packaging and other marketing materials, should be immediately recognizable as your brand.