Importance of Packaging – Top 7 Reasons Why It Matters

Today, we are going to show you everything you need to know about the importance of packaging design.

The seven reasons we are going to cover in this post have come to us as a result of years of experience. Hundreds of projects we have worked on have proved that there is no successful packaging design which lacks in any of these elements.

The list is never definite, but it covers the most important topics.

Let’s dive right in.

Importance of packaging design icon - two shopping bags.

#1 It Keeps Your Product Safe
#2 It Keeps Your Customers Informed
#3 Your Brand is Your Packaging Design
#4 You Only Get One First Impression
#5 It Creates a Special Unboxing Experience
#6 Colours Influence Branding and Marketing
#7 It Has an Effect on The Environment
Your Course of Action
Conclusion

1) It Keeps Your Product Safe

The functional purpose of packaging is to protect your product from different types of damage.

Transportation can do a lot of harm, especially if your product is sensitive or breakable. Transit services usually take care of this, but you can never be too safe.

Sturdy, reliable and high-quality packaging will go a long way in making your product trustworthy. It shows your customers the effort you put in every detail. This process includes making sure they receive their order safe and sound.

Infographic showing characteristics of a protective packagin - sturdy, reliable and high-quality.

Better and (usually) more expensive materials also provide a premium sense of quality. Customers might have ordered your product for the benefits it offers, but the packaging is a part of it as well. They will notice and appreciate it!

Better and more expensive materials also provide a premium sense of quality.

2) It Keeps Your Customers Informed

A vast majority of packagings out there contain some information on them. The purpose of the packaging is also to inform the consumers about the qualities and ingredients of the product.

It is not rare that there are legal obligations regarding the information displayed on the product. You should find a reliable person to consult when it comes to this.

However, there is a fine line between informing and overwhelming. Please keep it simple. It would be best if you place only the absolute minimum of information on the box.

There is a fine line between informing and overwhelming. Don't overwhelm your customers.

Simplicity will enable you to have a clean and professional design. Your consumers will easily find the information they need. They will read what they care about and understand it.

3) Your Brand is Your Packaging Design

We always talk about the importance of branding here at Die Welle. You should have a clear and consistent brand image.

By creating a set of rules, and following them, you will quickly become recognizable. Everything from your logo to your copywriting should be coherent.

Packaging design is no exception. Always use your brand’s colours, fonts and your tone of voice.

Returning customers and people familiar with your brand will easily spot your product on the shelves if you do this! That is one more way to stand out from the competition.

Pro Tip: Brand product lines. Next to your company’s branding, you can always create a single product line which will have its voice. It should still follow the overall brand’s guidelines. The great thing is that it can develop a unique identity inside those guidelines. If it goes well, each product from that line will hold a special place in your customers’ hearts. We bet that you wouldn’t mind that!

4) You Only Get One First Impression

Imagine you are a buyer. You are strolling down the aisle in your favourite store. You come across a rather curious product on the shelf. It is something you have never seen before – something new!

The packaging looks so smooth. It even feels like it in your hands! You read the label and take a glance at the price. It is not the cheapest, but it looks like it will be worth it. You drop it in your shopping cart and move on.

That sounds like an ideal story for your product. It can be.

You only need to nail the first impression. It isn’t as easy as it sounds, but it is achievable. The only way to do it is through captivating packaging design.

Infographic showing the lifecycle of a happy shopper.

Nobody will care about the quality of your product inside if they never manage to pick up the box. Standard marketing plays its role, but you need to take advantage of every opportunity.

Why do books need attractive covers? Because readers judge the books by their covers. Forget what your teachers told you. Take a look next time you find yourself in a bookstore.

Same goes for packaging designs. Make them eye-catching, and people will want to see what’s inside.

5) It Creates a Special Unboxing Experience

Building a successful brand is all about experiences. Your brand is defined by how it makes people feel.

If you manage to create a unique and enjoyable buying experience, people will naturally want to take part in it again.

The thrill of purchasing a new item you have wanted for a long time is incredible! The smell, the feel, the shine of a new product is what makes shopping fun.

Packaging comes into play here as well. Unboxing is an excellent opportunity to connect with your customer. Let them enjoy the process of picking up and unwrapping their new purchase.

Well-designed packaging can go a long way in creating a meaningful and lasting connection with the buyer.

By making the unboxing unforgettable, you will leave them wanting to come back for more. Additionally, people talk to their friends about things they enjoy!

6) Colours Influence Branding and Marketing

It is well-known that colours influence perceptions and behaviours. Colour theory is an extremely complex topic. For now, we must understand that it matters.

If you have been in your niche for some time, it is clear to you that certain colours are more common than others. There is a reason for that.

For example, red is a colour which signals excitement, passion, danger and action. Black is mysterious, elegant, powerful and sophisticated. Each colour carries meaning. Use it appropriately, and it will help you define your brand’s identity.

However, it would help if you kept in mind that these rules are not absolute. Each person is unique, and the effect a specific colour has on you might differ from the effect it has on your friend.

What is important is the impact of colours on how a brand is perceived. We highly recommend reading more about the psychology of colour in branding and marketing if you are interested in the topic.

7) It Has an Effect on The Environment

Sustainable and eco-friendly packaging has become a standard in today’s world. We are battling a lot of environmental issues, and mass production of millions of products across the globe isn’t helping.

The hard part is making it aesthetically pleasing while using natural materials and avoiding unnecessary design errors.

The packaging should be minimal and functional. Unnecessary elements have no place in your packaging design. The smaller it can be, the better. The less room it takes, the easier it will be to pack and transport your product.

The benefit is also the lower cost of transportation in this case. Save money while being environmentally conscious!

Save money while being environmentally conscious with smaller product packaging.

Material choice is crucial. Mistakes in material choice can completely ruin the experience of your product.

How does your packaging react to sun exposure? What about heat? Is your product sensitive?

You should always ask yourself these questions and make sure that you haven’t made any detrimental mistakes.

Sustainable packaging and shipping are growing in importance every day. Stay updated and informed.

Pro Tip: Consider using recycled materials. Bonus points if your packaging is reusable! Repurposing used materials and existing boxes is becoming a trend these days. Why throw away when you can find it a new use?

Your Course of Action

Each of these seven reasons is equally important. While it might sound interesting in theory, it means nothing if we can’t apply it in real life.

We have put together a checklist to go through so that you are positive that your packaging is on point.

Let’s go through it.

Your packaging protects your product and maintains its quality.
It contains the required information, but it is not overwhelming.
You have included all legislative requirements, measurements and warnings that are necessary.
The design is in line with your brand’s visual identity.
You made sure that it is unique and attractive. The first impressions will be unforgettable.
It has an engaging unboxing experience.
You have given the choice of colour proper attention.
The materials are reusable and eco-friendly.
Your packaging can be repurposed.

Conclusion

Now we would like to hear from you:

Which of these elements will you give more attention in the future?

Maybe there are some reasons for the importance of packaging that we haven’t mentioned.

However it may be, let us know by leaving a comment down below!