What are the characteristics of good packaging?

We live in an increasingly competitive market in which differentiating from the competition is a complicated task. A company’s packaging can be what makes the difference, providing visual personalization to the product.

Many companies place too much importance on the product, when in fact the packaging should have the same importance, as the packaging of the product is the first thing the customer sees. If the package has a design that catches the eye, it will earn the sale of the product.

The main function of packaging is to protect the product, but not only: it must also have an exclusive design that attracts customers.

Characteristics of good packaging

If your goal is to have a packaging that offers a good brand presentation in order to grab the attention of customers, you should make sure that it meets the following characteristics:

Attractive design

For the elaboration of an attractive design, you must take into account the following three aspects:

  • Identity design: the logo and any brand slogans must be included in the packaging
  • Visual design: in this aspect you must take into consideration the shape of the package, and include corporate colors, typography and other elements that provide an attractive design
  • Information design: it should include all information related to the product, such as its weight, the ingredients / materials used in its creation, its intended use, etc, thus increasing the confidence of the consumer with all the information needed. It is important that the distribution of the information elements on the container is done in an orderly manner and without breaking the aesthetics of the design.

By combining these three aspects that packaging design must include, your aim is to offer a more original and creative packaging than that of the competitors. Furthermore, the distribution of the informative elements on the packaging should be done in an orderly manner.

Clear and direct communication

When the customer sees the product for the first time, you only have a few seconds to be able to transmit all the necessary information in a container that can attract the buyer. The clearer and more direct the information you provide in the product packaging, the sooner you will be able attract the customer’s attention and incentivize the purchase of the product. For example, in cosmetic packaging a direct message has to be conveyed due to the great competition in the industry.

Sustainable quality and protection

Today companies are very aware of climate change and are betting more and more on the purchase of products that take into account the ecosystem, offering sustainable packaging, but also of good quality so that the product is well protected.

Good ergonomics

The container must be easily transportable, and the customer must be able to open, store and transport it in a comfortable and simple way. This is a key aspect in jewelry packaging, where we usually deal with small containers with which jewelry can be safely stored and transported.