3 Factors That Influence Creative Packaging Design and Function
Packaging design plays a critical role in the success of any product, especially for startups striving to establish a strong brand identity in their respective marketplaces. Creative packaging design can differentiate a product from its competitors, attract attention, and communicate the product’s value proposition to the customer. In exploring a variety of considerations that influence creative packaging design for startup companies, let’s take a look at several examples of how popular brands have used creative design principles to improve their product’s consumer appeal.
- Brand identity:
One of the most important factors influencing creative packaging design is brand identity. A brand’s packaging design should align with its values, personality, and target audience. Startups must define their brand identity and then create packaging design that reflects its distinct personality. For example, the popular brand Lush, which produces handmade cosmetics, uses packaging design that is consistent with its brand identity of being eco-friendly, natural, and ethical. Its packaging uses recycled materials and features minimalist designs that communicate the brand’s core values, a physical representation of its identity as a company. This creative design approach has helped Lush to build authority in an extremely competitive cosmetics market while attracting environmentally conscious consumers.
- Functionality:
Another factor that influences creative packaging design is functionality. Packaging design should protect the product while enabling consumers to utilize it easily. Packaging design should also be efficient and cost-effective to not negatively impact profit margin. For example, the celebrated brand Coca-Cola, which produces a myriad of beverages, uses packaging design that is functional and attractive. Its iconic glass bottle design, introduced in 1915, is easy to hold, durable, and keeps the drink carbonated regardless of environmental conditions. The shape of the bottle remains unwaveringly identifiable, simply due to its stature as a market-leading design, and is instantly recognizable, making it a crucial part of the brand’s identity.
- Consumer Appeal:
The third factor that influences creative packaging design is consumer appeal. The packaging design should be aesthetically appealing, concisely communicate the product’s benefits, and present with an alluringly attractive shelf appeal. Startups should consider the preferences, needs, and desires of their core demographics when creating packaging designs that compete for market dominance and consumer preference. For example, the beloved confection brand Hershey’s, which produces an exceptional variety of chocolates, uses packaging design that appeals to the emotions and senses of the general public. Its packaging features bright colors, mouth-watering product images, and appealing typography that conveys the product’s indulgent taste. This creative design approach has helped Hershey’s to create an emotional connection with consumers and increase sales.
Creative packaging design is critical for the success of startup companies. As burgeoning brands seek to establish their presence in an established market, packaging design should align with the brand identity, be functional, and have extraordinary consumer appeal. Packaging design should also differentiate the product from its competitors, communicate its value proposition, and make it stand out on retail store shelves or online. The three factors discussed in this article – brand identity, functionality, and consumer appeal – are crucial for creating effective packaging design.