Ngày đăng: 13/06/2019
It is undeniable that product packaging is considered as ambassador of the brand and is one of the brand’s most important touches with the target audience. Especially in today’s competitive age, the use of packaging has surpassed the basic values such as protecting the product inside or providing information about the product. Packaging design has become a significant impact on consumer purchasing decisions, and is an important tool to show brand strategy. Therefore, businesses need to invest carefully in the product packaging design process if they do not want their products to be humble in thousands of other products on display shelves and above all, in the minds of consumers.
More than anything else, customers will first be attracted to the products by eye-catching packag. Therefore, the packaging design must first be impressive enough to get potential customers to notice. This is the importance of packaging design – an integral part of marketing products and ensuring that products are sold. This work also involves the association of the brand with a distinctive font and color, because customers – those who are attracted to the package- will remember them rather than the product.
To create an effective and impressive package, designers must first have a deep understanding of the business, brand and product. Understanding the corporate culture, the core values, the message, and the main meaning that the brand wants to convey will be the foundation for building a brand identity system of which the product packaging is a part. After that, the team also needs to understand the product’s characteristics, highlights, uses, USPs, and the correlation of the product with competitors to come up with the most appropriate idea.
Next, the package design also requires the understanding of the target audience. By exploring the needs and interests, buying behaviors, trends in design, packaging, and insights into your customers’ behaviors, designers will know exactly what the customers need from your business and products, by what color, image or language they will be attracted. This is the basis for the given ideas which will best suit the wishes of the person who will directly use the product.
After determining the basic requirements, the creation of package design requires some specific technical criteria such as simplicity and clarity. On average, a potential customer will only spend a maximum of 4 seconds looking at a product displayed on a shelf. Therefore, the product package design must be good enough to describe exactly what the product is, without forcing customers to open it and spend more time reading and understanding. And in particular, the packaging is not described as dishonest or overstatement of the product’s interior.
Finally, product packaging is one of the basic components in the brand identity system. Therefore, when designing this item, the creative team needs to be consistent and consistent with the overall brand strategy and brand identity of the business.
At Red Onion, a team of design experts and strategic consultants work together to bring creative elements to products, which is based on a deep understanding through thorough research of the business and customer, partner, and market – the first step in every design process.
