Food packaging is no longer used to protect the contents. It is a way of marketing your brand to the target customers. Companies used to only focus on protecting packaged edible products from toxins.
Today, companies use packaging also to attract the attention of target customers. It sets a brand apart from the rest and allows customers to identify the product from the shelf.
Customers prefer products whose packaging appeals to them or products with familiar packaging. Here are six proven tips for successful food packaging to take your brand to the next level of success.
The design and color of the food packaging affect the target customers' buying behavior. The design should resonate with your brand's personality and identity.
Colors that evoke positive emotions to attract the customers' attention are the best. Different colors relay different messages to the customers. Below is a brief overview of packaging colors psychology.
The design should give the customers an idea of the product even before reading the details. For example, how to describe BBQ-flavored crisps? One way is to add a high-quality photo of woodfire flames or a BBQ grill on the packaging.
Nowadays, everyone is cautious about the food products they consume. It is due to the increased awareness of manufacturers' using harmful ingredients, such as artificial sweeteners. You must include accurate and concise details of your product in the packaging.
This information will help the customers decide whether it is worth buying. For instance, If you're marketing to vegans, specify that the product is vegan.
The customers use keywords to search for your product online. So your description should also include keywords to make the process easier. It will help consumers understand your product and motivate them to buy it.
The competitive food industry requires brands to be innovative to increase sales. A generic product description won't get the job done. Take the time to look at the unique selling propositions of your product and list them in the packaging.
Here are some questions to help you identify the USPs.
Using the same example of BBQ flavored crips, you can mention that the crips are from 100% Peruvian potatoes. The USPs should be accurate. Otherwise, they will ruin your brand image and credibility.
One of the common mistakes in the food industry is including too many details on the food packaging. Too much information makes the packaging design cluttered and confuses the customers.
Make it easy for them to buy by ensuring that the food packaging is straightforward. Cut out any irrelevant details. The customers will buy a product with fewer pictures and relevant information.
A good tip is to strive to deliver the intended message using as few words or phrases as possible. Remember, one image is worth a thousand words. Thus, find an image that best complements your product and use it instead of the text.
Put yourself in the target customer's shoes when designing the food packaging. Some of the questions you should ask yourself are:
The list above is far from complete, but it does give you an idea of what you should consider.
Wrap rage is absolute. You do not want a customer ripping off the product because you didn't provide an opening strip. Make the process easier and ensure that the design is pleasing and functional.
Conduct surveys and market research to make the packaging more practical and functional. Check your competitor's packaging but don't copy the design. Instead, be creative and develop a better one to get ahead of the curve.
Go the extra mile to include instructions on opening the product on the packaging. If you are into social media marketing, post videos about how to open and use the product. This method will help you to connect with larger audiences and drive sales.
Customers prefer products whose packaging comprises sustainable materials. Use recycled materials to endear your brand to thousands of conscious shoppers. Contribute to local authorities' waste reduction efforts by avoiding extra packaging.
Don't shy away from flaunting the fact that the packaging is in the packaging. You don't have to use text. A sign related to the environment is enough.
Here is an interesting article about food packaging materials to check out.
Bayer is a successful example in this case. When they stopped shipping with an extra box, they saw a significant increase in sales. The pills are in an appealing bottle that can bear harsh outdoor weather conditions. Other pharmaceutical companies followed suit to compete with the company.
A new food packaging design will move the needle in sales and brand awareness efforts. Track the results and ask for customer feedback to know which areas to improve.
Introducing a new food product design is expensive. Thus adjust your budget to avoid plunging the business into financial turmoil. In your quest to have the best package, don't forget about safeguarding the quality of the product.
The package should be appealing to the customers and offer protection from toxins. Make sure to follow all the food packaging regulations imposed by the government. Keep in mind to follow marketing guidelines as well to avoid legal problems. Good luck!
Back to the overview
