Packaging must reflect the product
If you have a premium product, it must look and feel premium, else your customers won’t believe your product is worth the money they’re paying for it. For example, if you’re marketing pasta sauce for £4.00 but it’s packaging is tacky and looks cheap, people will think the profit margins are ridiculous and won’t want to be ripped off.
You should also think about whether consumers will want to see the contents of the product before they buy. You wouldn’t buy a pack of bananas until you could see how ripe they are… Is your product the same? Having a see-through pack or even just a window are solutions to this.
Consider illustrations and imagery, if your product is a baking kit for example, will the consumers want to see the end product to get an understanding of what your product is meant to look like when baked. Consumers also like to see serving suggestions, they want to know they’re making the right amount and it gives an indication on what other ingredients they could add to make their meal even more delicious… See Serendipity2’s recent packaging design for Men’s Health