Have you ever stopped to check out a product simply because the packaging caught your eye? Or found yourself choosing between two nearly identical products, only to let the packaging make the final call? If so, you’re not alone. While we’re often told not to judge a book by its cover, we make snap decisions based on appearance all the time and product packaging plays a huge role in those decisions.  

No matter how high-quality or innovative a product is, if it’s wrapped in poor packaging, it’s going to struggle to succeed. Packaging does much more than just hold a product. It protects it, markets it, and communicates key information. In today’s competitive marketplace, packaging needs to perform on all fronts, functionality, brand representation, consumer appeal, and even sustainability.  

Let’s take a closer look at what makes great packaging and why it’s essential for product success.  

The Core Functions of Packaging  

At its most basic level, packaging must work. That means it should effectively protect the product, be user-friendly, and clearly communicate essential information. But great packaging goes beyond just being functional.  

Here are the primary roles that packaging should fulfil:  

1. Protection 
   First and foremost, packaging must shield the product from damage, whether in transit, in storage, or on the shelf. It should be durable, tamper-resistant, and appropriate for the product’s fragility and shelf life. 
2. Attraction 
   Packaging should grab attention. Through the smart use of colour, typography, shapes, or even unique materials, a well-designed package can stop shoppers in their tracks. This is crucial both on crowded store shelves and within digital storefronts. 
3. Information 
   Good packaging tells consumers what they need to know, what the product is, how to use it, ingredients or materials, expiration dates, and manufacturer details. All of this helps customers make informed buying decisions without needing to ask for help. 
4. Differentiation 
   In a sea of similar products, packaging is what sets a brand apart. Creative use of logos, brand colours, taglines, and design features can establish a visual identity that makes your product instantly recognisable and memorable. 

Why Packaging Design Makes a Difference  

Design is the emotional hook that gets people to pick up (or click on) your product. And it plays a crucial role in building brand perception.  

Here’s why packaging design should never be an afterthought:  

Gives a Strong First Impression  
You rarely get a second chance to make a first impression. For products, packaging is that first impression. An eye-catching design invites curiosity, signals quality, and builds an immediate connection with consumers.  

Establishes and Supports Brand Identity  
Your packaging is a visual extension of your brand. It should reflect your company’s values, tone, and style. Consistent use of brand colours, fonts, and logos helps build recognition and trust over time.  

Facilitates Communication with Consumers  
Well-designed packaging answers key consumer questions, like:  

• Who is this product for?  
• What does it do?  
• Why should I buy it?  
• Where can I find more info?  
• Is it safe and reliable? 
   

The design should clearly and honestly represent what’s inside, without misleading visuals or exaggerated claims.  

Key Considerations When Designing Packaging  

Before diving into the design process, take a step back and consider three essential questions:  

1. What product are you selling?  
   The size, shape, fragility, and storage needs of the product will dictate the type of packaging material and structure you need.  
2. Who is your target customer?  
   Designing with your audience in mind ensures your packaging appeals to their tastes, needs, and expectations.  
3. What’s your brand aesthetic?  
   Your packaging must reflect your brand personality. Define the visual elements (colour palette, fonts, logo placement, tone of voice) that align with your brand image.  

Evaluating Your Packaging: Does It Work?  

Once the design is in place, test it using the following criteria:  

• Is it easily understandable?  
  Can consumers quickly identify what your product is and what it does?  
• Is it honest?  
  Avoid misleading graphics or images that overpromise. Build trust by keeping it real.  
• Is it versatile?  
  If you plan to expand your product line, can your packaging design adapt across different SKUs?  

Modern Packaging Priorities: What Today’s Experts Recommend  

According to industry professionals, there are several more advanced packaging considerations that brands shouldn’t overlook:  

1. User Experience 
   Opening the package should be smooth, frustration-free, and ideally reusable. A good user experience sets the tone for how the product is perceived. 
2. Environmental Impact 
   Sustainability is more important than ever. Eco-conscious consumers look for recyclable, reusable, or biodegradable materials. Smart eco-packaging can turn a first-time buyer into a loyal customer. 
3. Place of Purchase 
   Design your packaging based on how and where your product will be sold. Retail shelves, e-commerce platforms, and boutique stores all require different packaging strategies. 
4. Clear and Concise Copy 
   Avoid overloading your packaging with text. Instead, focus on simple, benefit-driven copy that speaks to your audience’s needs and solves their problems. 
5. Budget and Production Costs 
   While it’s tempting to go for flashy designs, always factor in the cost of producing and shipping your packaging. Stay within budget without compromising quality. 
6. Shelf and Shipping Efficiency 
   Packaging shape matters. Consider how your product will be displayed and shipped. Efficient shapes reduce shipping costs and maximise shelf space appeal. 
7. Uniqueness 
   Stand out with a fresh take, unusual colours, bold fonts, unique shapes, or unexpected materials. A distinctive package helps your product stand out and be remembered. 
8. Product Safety 
   No matter how creative your design, it must prioritise keeping the product safe. Use materials and structures that match the durability needs of your product. 
9. Social Media Appeal 
   Packaging that looks good on camera increases your chances of organic promotion. Make it something customers will want to photograph and share online. 

Final Thoughts  

Product packaging isn’t just an outer shell, it’s part of the product experience. It attracts, informs, protects, and communicates your brand story in a matter of seconds. In a market saturated with options, standout packaging can be the difference between a product that sits on the shelf and one that flies off it.  

Invest time in thoughtful, strategic packaging design. Your customers, and your sales, will thank you.