How to successfully redesign your packaging - Serendipity2

Top Tips for Successful Product Packaging

A packaging redesign can help energise your brand and maintain a deep running grasp of identity. First things first, you need to let go of any unhealthy tenderness and nostalgia with your current design and start accepting the great possibilities that are in store for the future.

Next up, you need to keep in mind that you have a core group of loyal consumers that love your product which you must not lose. The aim of a packaging redesign is to gain new customers while retaining and exciting the old ones as well.

Brand image

Attractiveness – First impression. What are the good points about your product? Why should someone buy it? Focus on your unique selling point and the ‘goodness’ your product does and make that clear on your packaging.

Consider your target market

If your product targets children, you want the product designed in a way that is attractive to children. You want the children to pick your product up off the shelf and show their parent, so you should be thinking about using bright colours, illustrations, characters, animals.. Things that kids like, can resonate with and will want.

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

Priorities of Communication (POCs)

What are the main points your product needs to communicate? See this as a hierarchy of information. The main points are usually brand, product name, contents, cooking instructions.

This also leads to the usability and legibility of your packaging, how hard is it to follow your sequence of points? If you have too much information, consumers will get lost and most likely frustrated as it’s taken them far too long to find where the ingredients are. Keeping the design clear and easy to follow with only the necessary information is the best way to go.

Storage, shelf space, packaging size

Round bottles leave more free space than square cartons, meaning you could fit more into a box which saves shipping costs. Flexible bags leave the contents open to crushing, and fragile packs could collapse if they have to be stacked. If your packaging is too big to fit on the consumer’s shelves at home, that’ll deter them from purchasing it. If it’s an odd shape that won’t stand up on it’s own, it’ll deter the consumer from purchasing it, let alone retailers stocking it.

If you want to read more, head over to our full white paper on this topic –

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