Packaging is an essential detail when talking about the marketing plan of every shop, regardless of what they are selling. Besides the product itself, we have to take into consideration the more basic aspect of putting a product on the market such as the presentation, or the looks of the product that later will provide the reputation of the brand. The customer’s first superficial impression of the product may be a crucial point in the decision of the purchase. Therefore a lot of thought and consideration must be put into the design of a product before launching it on the market.
Given the fact that the human eye is naturally attracted to beauty, packaging can weigh a lot in the way a customer views the brand and can contribute to the overall impression the product leaves on the customer after leaving the shop. Looks and presentation are of utmost importance when trying to create an image that would emphasize the differences between one product and the rest of the competitor’s merchandise. Also, the packaging can be of great impact on the customer if it fits their expectations and tastes, therefore the target shopper must be taken into consideration as well before deciding the overall design.
There are a few important elements to consider before creating the packaging for a certain product:
First Impression: Looks
Needless to say is that the most important aspect of planning the packaging for a product would be the outer aspect. This part of the planning would consist of deciding on the target customer and also the message the producer wants to convey. Before starting a design, it is important to decide the color scheme, the shape, the size, the patterns and also how to make them appeal to the target customer.
For example, if we are talking about children’s jewelry, the style of packaging that would complement them best would be practical and safe for them to use, yet still attractive for their curious eyes: bright color schemes, playful patterns. On the other side of the spectrum, if we want to decide on the packaging for men or women’s jewelry we would rather think of a style that is simple, with fewer colors in one scheme. Here the maker has the liberty to use any colors from the palette, including darker shades – which are not suggested to be used as predominant colors in children’s designs.
The looks of the packaging may also be decided by the message it wants to deliver, making it stand out from the usual packaging, such as:
- Packaging for special occasions (e.g. birthdays, weddings, anniversaries, holidays, etc.): here the design may be custom made by the shopper themselves.
- Luxury editions of the product: usually represented by color schemes that include black, silver or gold.
- Special offers: depending on the usual style of the packaging the maker offers, this kind of packaging will have to stand out from the rest of the products.
Second Impression: Practicality
Another important aspect when deciding on a product packaging is the practicality. The maker of a product should first think of ways of improving the shopping experience of the customer, not making it more difficult, therefore think about methods that apply practicality to aesthetics. The packaging of a product should be eye-catching and aesthetically pleasing, but also useful and easy to handle.
After settling for the color scheme and other elements regarding the outer aspect of the packaging, the maker will have to think about functionality. The material of the packaging is one of the most important elements because it decides the weight, whether is secure, and whether or not is resistant enough to be used for what will be stored inside. Will it be easy to handle? Will it protect fragile products from damage? All of these details are important when a manufacturer wants to create not only a quality product, but also a wrapping to match it.
When we consider jewelry packaging, there must always be an equilibrium between what is elegant and what is practical in order to deliver in a visual and also qualitative manner. Also, another plus for the image of the product would be using eco-friendly supplies for making the jewelry packaging and avoiding use of excess material – that will be afterward discarded – therefore waste of resources.
Third Impression and Overall Impression of the Product: Quality
In other terms, this third impression would be equal to the aftertaste of good wine and represents the last impression the product will leave on the customer. After judging the first two aspects of a product packaging, this will be the moment when the customer decides whether the product was worth the money and the shopping experience was pleasurable and a good investment.
In order for a product to be successful, the manufacturer will have to answer these few questions: Will the packaging leave a lasting impact on the customer? Will it send a message? Is it unique or is it replaceable? The answers to these questions will decide whether the customer will be pleased with the overall shopping experience or not.
The Lasting Impression: Originality
This impression combines the other three discussed before and is the element that brings success and popularity to a brand. Whenever deciding to buy one product instead of the other, most of the time customers will choose the one that’s original, the one that brings something new to the table either visually or in a practical sense, but also keeps the familiarity of the product in itself. This is why the message the product is sending is important, and the most obvious way in which a producer can send that message is through the packaging. Whether it is a campaign for a charity case or just a new way of advertising a product, the packaging will be of utmost help in order to send out a message to the customer.
The secret of originality lies in the presentation and the way the producer advertises the product on the market. As a conclusion, if the item has a good aesthetical presentation and also a practical use sustained by a suitable message, the brand will have guaranteed success.