Retail: How to Make Your Product Stand Out

When you’re designing packaging for your product, there are many functional things to consider, such as size, shape, and materials.

But you should also think about how to differentiate your product from the others on the shelf. The packaging you design for your product is the first thing a potential customer will see. It’s an introduction to your product and brand. To help you figure out how to create product packaging that will sell, here are a few things to consider.

Color Conveys a Message

The colors you choose for your logo, brand and product packaging send a message about your company. Color psychology has been well studied and can help guide what colors will work best for your target demographic.

 You may also want to do some research on your competition and look at the packaging they’re using. How can you use color to make your product stand out next to theirs? Can you use different colors or is there an industry standard that you want to follow? 

Go Green

Today, more consumers than ever care about the materials that are used and the amount of packaging on the products they are consuming. This is particularly the case for millennials, who are growing into a significant consumer market.

When designing your packaging, consider using recycled materials, minimizing plastic use, and other ways you can reduce the waste that comes with purchasing your product.

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Dare to be Different

The goal of getting on the shelf in a retail environment is the draw your potential customer’s eye toward your product and entice them into buying it. In addition to using color in exciting and different ways, there are other print finishing embellishments you can use to add interest to your packaging.

Print finishing can add reflective foil, glitter or eye-catching high gloss varnish to your product packaging. Or you could add texture with sculptural embossing, added dimensionality with laser or die-cutting, or tactile interest with grit or sandpaper finishes.

You can also use unique shapes to stand out from the competition. Why let your product be another square or rectangular box on the shelf when it could be a triangle, tube or something else entirely?

Keep it Simple

One trend that has gained a foothold in recent years, thanks mainly to Instagram, is simple, clean product and packaging design. Rather than going overboard with large fonts and loud colors, consider streamlining your design.

Calming pastel colors, clean sans-serif fonts and elements of nature can make your product packaging a soothing oasis on a crowded retail shelf.

A monochrome color scheme is another way to keep it simple without being boring. Rather than using contrasting colors for your logo, product name or other design elements, use print finishing embellishments such as embossing or clear varnish instead.

Target Your Audience

No matter what you’re selling, it’s essential that you know the customer you are trying to sell to. Consider demographics, such as age, gender, income, shopping habits and location to identify your target customer.

Once you’ve identified who you’re targeting, think of ways your product and packaging will resonate with them. For example, children like bright colors and cartoon characters, seniors may need large print in order to read what’s in the box, and millennials like modern design and minimal packaging. Design your product packaging to reflect the needs and desires of your target audience.

Tell Them About Yourself

Products and companies that are compelling have a story to tell. Include information on why you started your company, what you hope to achieve, or how your product can help your customer.

Have a strong mission statement and company story that is honest, transparent and authentic. Explain why you started the company and about any philanthropic goals.

Highlight the benefits of your product on the packaging so that it’s easy for your customers to identify how it can help them or why they need it. Additionally, indicate how to use the product. Instructions should be clear and easy to understand, with illustrations, if required. 

Product packaging sends a message to the consumer. It’s up to you to decide what you want that message to be.

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