6 Tips For Flexible Package Design
Great packaging helps tell buyers who you are and why they should choose your product instead of someone else’s. In fact, a 2018 study found that 72 percent of consumers say that a product’s packaging influences their purchasing choices.
At its most basic level, flexible packaging protects a product from damage during transport, handling, and storage. But there’s so much more well-designed flexible packaging does:
- It uses less energy and materials and takes up less space on trucks and on shelves
- It’s easy to use (think squeezable, spouted pouches)
- It transports well once in consumer’s hands – it’s easy to “share” and carry from place to place
Good flexible packaging design also plays a huge marketing role and if done well, can lead to increased sales and customer loyalty. It acts as the final influencing factor as to whether or not a customer will purchase the product.
According to Business Insider, it usually takes a consumer 7 seconds to make a first impression and decide whether or not to purchase the product.
Flexible packaging’s versatility and custom qualities make it a great choice for many products.
Elements of good packaging design
Flexible packaging allows the visibility of its contents, something no other packaging format can offer. Talk about creating some major shelf appeal! Plus, it can also be used across so many product categories — electronics, clothing, pharmaceuticals and cosmetics, both in-store and e-commerce.
Although it’s ultimately the consumer that judges the success of a product’s package, good flexible packaging designs generally incorporate these characteristics.
Good packaging establishes brand identity
Over time, great package design builds brand identity. When done consistently, customers will remember your product and name and come back to purchase again. Does your package prominently display your logos and corresponding colors? Is the package shaped the same and regularly found in the same area of the store or online?
The process of creating a brand and a package that people know and look for may take time. It may be tempting to switch color schemes, the package design pattern, or other visuals so you can follow current trends, but doing so can jeopardize your brand recognition and trust with buyers. Making changes to packaging design could make the buyer think your brand has also changed and isn’t the same reliable brand they’ve come to know and trust.
About 52% of online consumers say they would likely return to a business for another purchase if they receive products in premium packaging.
Read more here about how color defines mood
Good packaging provides product information
In our pandemic- influenced world, consumers are demanding transparency about the products they’re purchasing.
- Does your package convey an effective product name?
- Where is your product made?
- Does the package list ingredients and uses?
Product manufacturing details, ingredients, testing details, and awards can all provide important information to the consumer and establish the trustworthiness of your brand.
Good packaging triggers an emotional response with color
Color gives your packaging life on the shelf or online. It catches the eye, contributes to the overall feel of the brand and helps identify your product.
Color has profound psychological impact. While each of us interprets color differently, there are certain universals when it comes to the impact color has on our brains. Black can convey richness, elegance, and power. Green represents nature, balance, and freshness. Yellow is sunshine, happiness, and energy.
Getting color right isn’t as simple as it sounds. Buyer demographics such as age, culture, gender, and life experiences all affect how color is interpreted and remembered. Keep it simple, test when you can, and always keep your target customer in mind.
Read more here about how color defines mood
Good flexible packaging is easy to open
There’s nothing worse than a package that’s difficult to open. Think about those hard-plastic packages that cover so many products. Scissors usually do the trick, but how many cuts do you have to get to simply open a clamshell package?
“Wrap Rage” is really a thing. Wikipedia defines it as “the common name for heightened levels of anger and frustration resulting from the inability to open a package.”
Flexible packaging entirely avoids this problem by reflecting the customer’s need to easily open, close, and then re-open a package. Reclosable plastic seals, spouts and lids are good examples. Resealing should be easy and intuitive.
Good packaging is sustainable
Unfortunately, most of today’s packaging is single use. A package serves its original use to protect and preserve its contents. Once it’s opened, it’s often thrown away.
However, today’s consumers are more aware of the environment and how their actions affect it. Packaging sustainability is important and consumers are willing to pay more for it.
Sustainable flexible packaging has the edge over traditional packaging here because it generally weighs less and consumes less energy in manufacturing and transport. It generates less greenhouse gas emissions this way, too.
Choosing a product with labeling that clearly defines how the package was made and with what materials, and whether or not it can be recycled or reused will be viewed by consumers as positives for the brand.
Your package design can make all the difference in your sales. Eye catching packages help create repeat sales. Follow some easy guidelines like the ones provided here and consider working with a packaging professional.
EnvyPak can help you create a flexible package that looks great, protects the product, and hits all the right buttons with the targeted consumer. We offer flexographic and digital printing, plus an in-house art department to give your flexible packaging the look you want. From concept to prototypes, we’ll put over 27 years of packaging expertise to work for you.
Interested in an EnvyPak flexible packaging free sample? Click here