How to do packaging box design for your brand?
Packaging box design is what customers first lay their eyes on. The impression created in the mind of the customer by the packaging will determine whether they will buy the product or not. Even if your product is good, if it comes in a drab box, customers will steer away.
1. Understand the marketplace before packaging box design
To design the perfect box for your product, it is first important to understand the marketplace. Look into the various box designs that are prevalent in your market. Take note to study the box designs of the products that are most sold in the marketplace. This will guide you towards box designs and features that the customers prefer. Analyse what features of the box customers are most satisfied with. While you look into what makes a design work, it is equally important to look at box designs that have not been well received so as to avoid those design mistakes.
2. Build a brand personality for packaging box design
Simply put, brand personality is who you are and what you represent. It is the story you tell customers about your company. Itgives your products an individuality that is recognized by all, and distinguishes your products from that of your competitors in the market. It is also the common thread that connects all the different products you sell. In fact, your brand personality should also be reflected in the packaging of the products so that customers can immediately identify your products. Your brand personality should shine through in the colour scheme, lettering, logo, and other elements of the box.
3. Logo, typography and patterns for packaging box design
Logos, fonts (typography) and patterns add personality to your box. They create a unique identity that will make your boxes stand out in the market. The key is to present all these elements cohesively, so they do not overwhelm the customer. The logo should be clearly visible on the box. Fonts should represent the brand personality and should be easy to read. There are about half a million fonts, each of which give off different messages. For instance, serif fonts are considered traditional and exude class; whereas, cursive fonts exude elegance. The size and type of packaging should also be considered when picking out a font for your box. When it comes to patterns, you can choose from different styles including art deco, traditional, florals, minimalistic, geometric, natural, modern, abstract, etc. You can also combine different styles to create a style that is uniquely yours and attracts your target audience.
4. Picking the right colours
85% shoppers buy products because of the colour. Colours promote brand personality and evoke different moods in customers. The moods that the packaging evokes draws people to or away from products. Colours like blue, green and purple give off an air of relaxation, reliability and trustworthiness. Warmer tones like orange, yellow, red, etc., stir up excitement, and optimism. Hues of green reflect nature and freshness. While designing your box, keep in mind what you want customers to feel when they see it. Study the market to see what colours work, and what don’t and use these insightswhile choosing colours.
5. Convey the right message
We’ve seen how boxes tell customers your message to them. It is important that the right message is conveyed through the boxes. Avoid giving customer mixed messages about what your brand stands for. An example of such mixed messages would be packing a product that is cruelty-free in a plastic box. While on one hand, your product speaks of being eco-friendly; your packaging disregards that message. Choose environmental-friendly materials to make boxes so customers can see you do your part for the environment. Remember that customers want to be associated with the right ideals, and your box should reflect them.
6. Durability and quality
The primary function of a box is to protect the product that is inside it. No customer wants a product that arrives broken or in shambles. The perfect box should be tamper-proof and withstand the wear and tear of shipping as the product gets delivered to the customer. Durability and quality of the box not just protects the product, but also inspires customers to put the box to use. Most customers use boxes as a storage option to keep tiny trinkets, or jewellery, or their keys; allowing your brand will continue to serve the customer, even after the product finishes.
7. Types of boxes
There are many different types of boxes you can choose from to design the box that is just perfect for you. Some of the popular types of boxes include the mailer box where the top portion can be opened up to reveal what is in the box. They require no additional packaging to be shipped to the clients from the shelves. Shoulder boxes are another popular box type. The product is stored between the lid and the base that do not touch, but rest on a ‘shoulder’. Collapsible boxes are popular because they are easy to transport and therefore cut down on shipping costs. Telescope boxes are opened by pulling out the top from the base, much like a telescope. They are a popular choice for packaging luxury goods as they exude an air of sophistication. Folding carton boxes are another popular box type that you would have observed in stores around you. These boxes typically have tuck flaps on both ends to secure the product inside. Full overlap boxes are popular with businesses that like showing customers their creative side. They have flaps outside that cover/overlap the entire width of the box creating a great surface for unique designs.
8. Unique box ideas
Draw inspiration for your perfect box from unique designs in the marketplace. For instance, you could have your logo printed on the box on a plain background with no patterns or symbols. This way the customer’s entire focus will be on the logo and you will stand out amongst your competitors. If your product comes in two parts, a stackable rigid box with magnetic lid is a unique design that will draw the customer’s attention. You could also add customized stickers and notes on the boxes to add a personal touch. Another unique design is clear packaging. Adding see-through panels on the box will add excitement as it gives customers a taste of what is inside the box. A change is the shape of the box also adds a unique touch to the packaging. Stray away from conventional rectangular and square boxes and opt for unique shapes like a hexagon.
9. Custom templates
Boxes have dual functions – they protect products, and they draw customers to products. Given this, if your box looks like every other box in the market, the chances of drawing the customer’s attention is low. This is where custom templates come to play. They allow you to add to the box, elements of your brand, that are uniquely yours. Start with designing the shape of the box, add different tabs of different shapes and sizes to facilitate easy folding. Once you have finalized the shape, use different colours, drawing tools, and fonts to create a unique design on the box. This template can serve as your custom template across all product lines you have. If you do not have a design in mind or a template, you can seek the help of the manufacturers who will provide you with some general templates that can be customized to make them unique.