Liquid Creativity

Packaging Design

Application - Packaging Folio

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Chez Vous

Brands demanding unique positioning
in the consumer’s mind demand unique packaging.

Packaging design is an essential part of product marketing. When a customer is browsing the shelves and choosing at a glance between brands, packaging is the main thing they notice. Consumers buy based on emotion, and the right packaging design can make a product desirable.

Here are some tips to consider in the packaging design process. These are things a graphic designer will ask you so they can design for your specific audience, so thinking about them in advance will you help you formulate a brief.

 
Do your research

Research your competitors and how they are packaging their product: the shape, size, colours, image, message and information. You need to look different and to stand out from these competitors, so analysing your competition is crucial to making effective packaging design and marketing decisions.

 
Know your target audience

Who are the people looking to buy your product?
Learn as much as possible about the way these people think. Are they male or female, young or older, environmentally aware, inner city or rural, conservative, fun or trendy? The more information you can gather, the more you can communicate to your audience and the more your packaging design will relate to the brand.

 
Differentiate in your packaging design

Know your product. What is the point of difference between your brand and others in the same space?
Is it easier to use, more environment-conscious, simpler or more innovative? Highlight your key differentiator in the packaging design.

Branding and recognition

Once you know your target audience and understand what motivates and inspires them, the packaging design can appeal to their emotions using imagery, colour and materials. All these elements create the brand, and it's the appeal and memorability of the brand that will sell your product.

 If you add to your product range, keep all the qualities and features you've established as elements of the brand. Customers should have a similar experience no matter which of your products they're looking at. Building a brand takes time, but the key is consistency. The more you educate customers about your values, messages, look and feel, the more they'll remember and trust you, and recommend your brand to others.

 If you deviate from your core branding elements - colour, illustration style, typography and message - the brand will get diluted and consumers will get confused. For example, Apple always uses very clean, crisp, white packaging design, with the same typography and minimalist look. These graphic design attributes create a stylish, contemporary, sophisticated feel. One reason Apple customers are devoted to their brand is that the packaging is as carefully designed as the products inside. If they were to change any of these design elements, they would lose the trust of consumers.

 
How to get started

Your packaging design should inspire your customer to remember your brand when purchasing your product. At Liquid Creativity, we specialise in emotive branding. We help businesses connect with their audience by creating packaging that taps into their desires and aspirations.

 Professionally designed packaging will create a positive impression of your brand and lead to more sales and referrals. Whether your business is national or based in Melbourne, Liquid can create a brand that can grow your brand through packaging or through other print and web applications. We are conveniently located close to the CBD in Melbourne. So for a graphic designer who can work with you as a creative partner on your packaging design,
get in touch today.