Have you ever been walking through the grocery store, or Target, and a creative package design catches your eye? Did the look of amazement on your face prompt you to purchase said item, even if you really didn’t need it? If so, don’t feel bad: you are among the majority of people who are persuaded by shiny things, or as I like to call them, “creative designs.”
The earliest recorded purpose-made packages (so, not just old stuff that was lying around) date back to 1035 AD in Cairo, when a Persian traveler walked into a market and noticed that hardware, spices and vegetables were all wrapped in paper for customers. Since then, packaging design has evolved into a prolific industry that serves many purposes for today’s society.
People often purchase items solely off the design of the package rather than the contents, which is why package design is one the most essential parts of the sales process. A first impression makes all the difference, especially in today’s fast-paced world where everyone is running around and has little time to stop and read the features of a product. An estimated 70% of purchasing decisions are made in the store, with consumers spending, on average, about 20 minutes in any given store. Therefore your packaging should appeal to your target market while at the same time walk the thin line between conveying the necessary information and triggering a desired emotion within the customer.
An easy way to achieve this is by simply choosing the right colors. 85% of consumers say the color of a product is a primary purchase factor. By choosing the right color, you can provoke an emotion within someone that could sway them into purchasing your product. Besides color, texture, imagery, layout and copy all contribute to the success of a package design.
Recently, we’ve had the chance to put these package design principles to work. Currently we’re working on the packaging for the Dustless wet + dry vacuum that will help attract not only contractors but homeowners as well. We’re working with another division of the company to redesign the packaging for their line of ash vacuums.
And in the non-vacuum world, we recently worked with Pacific Plug & Liner to create the package design for Savour, an edible basil tree that allows you to “Grow Gourmet.” The unique design makes the tree the focal point, giving Savour awesome shelf appeal.
I will be posting some case studies on these projects soon, giving you a look into all the different elements we take into consideration and the process from idea to finished box. In the meantime, some inspiration. Here are a few examples of unique and creative packaging from various designers and companies:
BANDiful
Image courtesy of thedieline.com
Ginsters
Natural Delivery Pack
Image courtesy of thedieline.com
Hudson Made: Worker’s Soap
Babees Honey
Hanger Tea
By Yanko Design
If you’re interested in partnering with BatesMeron on some creative package design, get in touch. If you’d like to join our support group for people who are attracted to shiny things, we meet in the appliances aisle at Target.
Courtney Wright is the founder and president of CDW Merchants, a leading provider of retail displays and packaging. Courtney exudes creativi...
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