You’re strolling down the supermarket aisle, and suddenly, a vibrant package catches your eye. You pick it up, intrigued and curious to learn more about the product. That’s an effect that’s almost always a preserve of great packaging design.
In this case, the packaging isn’t just a container. It’s also your silent salesperson. It’s what makes a customer pause, pick up your product, and hopefully, toss it in their cart.
If you constantly find yourself pondering how to design packaging for food products that can elicit such reactions from your customers, you’re in the right place. This guide will walk you through some good food packaging design tips that gets the eyeballs.
Define the Product and Target Audience
Before you even think about packaging, you need to know your product inside out. What makes it special? Is it organic? Super tasty? Quick to prepare? Now, picture your ideal customer. Are they busy moms? Health-conscious millennials? Older folks looking for easy-to-open packages?
Understanding your audience goes a long way too. What do they want? What problems are they trying to solve? Maybe they’re looking for portion-controlled snacks or eco-friendly packaging.
For example, if you’re selling organic baby food, your target might be health-conscious parents aged 25-35. They probably care about natural ingredients and easy-to-use packaging.
Conduct Market Research
Check out what your competitors are doing. What’s working for them? What’s not? Go to the store and focus on the shelves. Which packages catch your eye? Which ones blend into the background? Keep an eye on food product packaging trends too. Maybe compostable materials are all the rage, or perhaps minimalist designs are in.
But above all, ask actual people what they think. Set up focus groups or online surveys. You might be surprised by what you learn. For instance, you might discover that customers struggle with resealable bags. That’s valuable info that can lead to a more effective food packaging design.
Material Selection and Sustainability
Think about the whole lifecycle of your packaging. Where will it end up after use? Can it be composted? Recycled? Reused? For instance, if you’re packaging fresh salads, you might choose clear, recyclable plastic containers. They show off your product and can be easily recycled.
Or maybe you’re selling artisanal chocolates. You could opt for a beautiful, reusable tin that customers will keep long after the chocolates are gone. But these aren’t the only packaging alternatives out there.
Check out flexible food packaging or others like it. These packaging are often made from advanced polymers which gives them improved sustainability profiles and efficiency in production.
They often require fewer resources to manufacture and dispose of, which aligns with current trends towards minimalism and environmental responsibility in package design. Whether it’s meat or dairy products, snacks or baked goods, you can pack them safely and responsibly.
Remember, consumers are getting savvier about sustainability. Making eco-friendly choices could give you a real edge.
Set Packaging Objectives
What do you want your packaging to do? Maybe you want to boost sales by 20% in the next quarter. Or perhaps you’re aiming to make your brand look more premium.
Think about it: could eye-catching packaging help your product stand out on crowded shelves? Or maybe you want to show off your eco-friendly values? Choose the biggest objective and work towards it.
Design and Development
Ask yourself, what’s your brand’s personality? Are you playful and quirky? Or maybe you’re all about luxury and elegance? Your food packaging designs should be clear about that.
Let’s say you’re selling organic granola. You might go for earthy colors and nature-inspired graphics. It tells customers “Hey, we’re all natural!” without saying a word.
But don’t get carried away with looks just yet. Remember the practical stuff too. Will your package protect the granola from getting crushed? Can customers easily open it for their morning breakfast rush?
Remember, good food packaging isn’t just pretty. It’s functional too. Your package needs to look great on the shelf and work great in your customer’s hands.
Prototyping and Testing
It’s one thing to see your packaging design process on a computer screen. It’s another to hold it in your hands. Make a few mock-ups of your design.
Now, put your creative packaging through its paces. Can people open it easily? Does it keep the food fresh? Does it stack well? Get some real people to test it out. You might spot issues you never thought of.
For example, you might realize your cool new jar design is too hard for kids to open. Or that your eco-friendly bag doesn’t keep chips crispy. Remember, testing isn’t just about avoiding mistakes. It’s about making your good ideas even better.
Packaging Production
Look for manufacturers who know food packaging options inside out. They should be asking you questions like, “Will this product need a moisture barrier?” or “How long does it need to stay fresh?”
Make sure your packaging materials meets all the necessary food safety standards too. Keep a close eye on quality. Even small inconsistencies can make your product look unprofessional. For instance, if you’re packaging artisanal cheeses, you’ll need a manufacturer who understands temperature control and hygiene.
Remember, your food package is often the first thing customers see. It needs to be perfect every single time.
Market Launch and Evaluation
Your beautifully packaged product is hitting the shelves. But your job isn’t over yet. Give your new packaging the spotlight it deserves. Maybe do a social media reveal or in-store promotions. Get people excited.
Now, watch closely. Are sales going up? What are customers saying? Keep your ears open for feedback. You might hear things like, “Love the new look!” or “I can’t figure out how to open this.” Both are valuable insights.
Make changes if needed. Maybe your eco-friendly material isn’t holding up as well as you hoped. It’s okay to pivot. Remember, launching new packaging is a learning experience. Stay flexible and keep improving.
Closing Thoughts
Designing packaging for food products is part art, part science, and a whole lot of consumer psychology. Remember, your packaging is often the first (and sometimes only) chance to make an impression.
So take your time, do your research, and don’t hesitate to think outside the box (pun intended). With the right approach, your packaging can be the one thing that takes your food product from shelf to shopping cart.
