When you’re working through the process of designing a new product, it’s important to spend a good deal of time choosing packaging which will accurately reflect the nature of the product inside. Although it would be nice to live in a world where customers don’t “judge a book by its cover”, the reality is that they often do. Here are a few factors to consider as you design product packaging.

Functionality

Choosing the packaging for a product requires a lot of thought regarding the functionality of the packaging itself. Consider factors such as opacity (since some products may degrade when exposed to light), safety (child-proof containers or tamper proof bottles for potentially hazardous products or those with a hygenic factor) and durability (taking into account the amount of wear and tear a product will undergo). You should also consider how easy or difficult the packaging is to open; high-value products needing an additional layer of security may benefit from more difficult-to-open packaging, while others may benefit from frustration-free packaging. Consider the nature of the product itself as well. Does it need padding to prevent breakage? Will it need to be stored in extreme temperatures or pressures? Will the packaging be needed for everyday use of the product, or is the packaging only needed for transportation?

Appearance

When you design packaging, consider how it will cause the product to be perceived by your audience. If it’s a luxury item, it’s beneficial to choose quality packaging that communicates high value. If the item is designed for children, bright colors and friendly characters may make it more appealing to them. It may be helpful to choose labels and colors that not only identify your brand, but also communicate something about the purpose of the product or your company’s mission. For instance, a natural skincare item might do well in packaging with soft edges and muted, nature-inspired colors.

Affordability

Once you have the perfect packaging design in mind, consider choosing a balance of affordability and quality. Note that the cost of the packaging should be relatively proportionate to the value of the item within. High-dollar items will do well in luxurious, high-quality packaging, while bargain items should be packaged attractively but affordably.

Choosing great packaging for a product doesn’t have to be a mystery. With consideration given to functionality, appearance and affordability, you can ensure you develop exactly the right packaging to do your product justice and get it flying off the shelves.