What Defines Good Packaging Design?

What Defines Good Packaging Design?

We are halfway through the year, so now is a great opportunity to look at what defines good packaging design in 2023. In our experience, there are several priorities for both customers and end consumers.

The Role of Packaging

Packaging has several key roles to perform and good packaging design has to balance these priorities.

Functional Role – Firstly, the packaging has to protect and, in some cases, preserve the goods inside. Every consumer wants to buy undamaged goods, so finding the right packaging materials and form is an important starting point.

Sales Role – Secondly, packaging has to attract interest and create an emotional response. Buyers need to be convinced that the product inside is the best match for their requirements and feel compelled to buy. On this point, when opened, the contents should match expectations.

Marketing Role – Thirdly, the packaging needs to build brand recognition and reputation. That means consistency in style, convenience and evidencing environmental responsibility.

Changing Approach to Packaging Design

In the past, packaging design has focused on eye-catching imagery and layers of material to entice buyers. Although typography, colour and graphics still play an important role in helping brands to stand apart, consumers now favour a minimalistic approach.

Minimise Print Design – We are bombarded with so much sensory information, that a pared down approach often holds more appeal than trying to squeeze as much print as possible onto packaging. For this reason, focus on the essential message or information. Use print on the inside of boxes or the back of labels, along with QR codes, to direct the curious to other details about the product. This could include the process, brand story, care instructions, serving suggestions and more!

Minimise Packaging Materials – Layers of unnecessary material are wasteful and potentially damaging to a brand’s reputation. Good packaging design limits the materials used, ideally to one, as this increases the likelihood of recycling. Packaging manufacturers, like Aylesbury Box Company, can advise on ways to reduce the volume of materials used, without compromising on protection.

Minimise Costs – Consumers don’t have the budget to pay for excessive packaging. Therefore, it is important to consider solutions that look good without going over the top. Again, your packaging manufacturer’s advice on best fit and volume reducing solutions can keep costs in check.

Considering Customer Experience

Enticing packaging design might encourage a buyer to make a purchase, but they need positive experiences to make a repeat purchase and become a fan. Packaging has a role to play in this, for example, packaging design will ideally:

• Be secure, yet easy to open
• Be straightforward to reuse, refill, return or recycle
• Display clear information that informs purchasing decisions
• Avoid any greenwashing and other false claims
• Look great to generate positive emotions as the product is unboxed
• Make your brand memorable for the right reasons

Responsible Packaging Design

As you may have picked up, the underpinning theme for 2023 is responsible packaging design. It is important to consider the full life cycle of the boxes, bottles, cartons, pouches and packets. When it is possible to reduce or remove the packaging, do so. If it is commercially viable to use recycled or sustainably sourced packaging materials, do so. Where there are ways to encourage reuse or recycling, do so.

Packaging design does involve typography, colours and graphics. However, to remain relevant, it also has to address sustainability and make it easy for consumers to make green choices. What’s more, with customers focused on getting the best value, this must be achieved cost-effectively.

Aylesbury Box Company are happy to advise on ways to minimise packaging materials and volume without compromising protection. Our print and finish options ensure that you can still make an impact with a strong brand statement. All of our cardboard packaging is sustainably sourced and, as an FSC® certified packaging manufacturer, we can evidence this.

Contact our team on 01296 436888 or enquiries@abcbox.co.uk for packaging advice.