What are the main criteria
for successful product packaging?
Beautiful packaging is not necessarily effective. To sell well, it must meet at least three other criteria:
1. Packaging design that grabs attention
Every customer who goes shopping in a supermarket, grocery store, or pharmacy sees an average of 5 products per second. That is why it is important for your product to be different and stand out from competing products—with its shape, colors, packaging material, and a combination of many different design parameters, so that it visually screams, “Hey, I’m here!”
2. Packaging design highlights the main benefits
Once the design has caught the eye of the potential customer, there is approximately half a second to explain why your product is valuable.
3. Packaging is adapted to the realities of the points of sale
It must also be valuable to the store. If the volume is reduced, for example, the product will be more readily accepted by retailers. It is also important how quickly and accurately the product is handled by store clerks.
From concept to shelf
The above criteria are important and mandatory. They stem from an understanding of sales channels and target groups. The actual implementation of the packaging design requires a range of other knowledge and skills—color, typography, illustration, photography, as well as knowledge of the properties of materials. The process from the conceptual stage to the production of the final packaging can be long – sometimes the product itself can change its properties or lifespan depending on the packaging.
How packaging design process works at Zen Studio
At the beginning of the project, the studio researches the market and trends for the product type. Based on this analysis, the packaging is positioned, taking into account the client’s history and marketing goals. Once a strategy has been chosen, we apply our knowledge of materials, technologies, graphic design, and printing to move from idea to prototype. We try to achieve maximum impact while optimizing material waste and cost.
