Packaging 101: Product Presentation for Small Businesses

There’s more to a product’s packaging than just being the outermost protective shell for your product, as with the proper form and looks, it becomes a powerful marketing tool that can influence consumer perception and further drive sales. Effective packaging design should always have a balance of aesthetics and functionality that reflects your brand’s identity while appealing to your target audience, and other eyes that may look at it.

For starters, there are two main aspects in packaging: Form, function, and design choices that tie with your brand identity.

Form Over Function or Function Over Form?

Whether form or function should take precedence in packaging design is an important choice. While both are essential, striking the right balance is crucial. Consider your product’s unique characteristics and the needs of your target audience, while keeping your packaging as logical as possible so that anyone could open it without breaking a sweat.

Form over function in packaging prioritizes aesthetics and visual appeal. This approach can create a memorable brand experience and target the emotions in consumers. For example, a luxury perfume might feature intricate packaging that reflects its premium status, but can take a while to open as the brand is letting the consumer take in every moment of the unboxing process–and we all know how easy it is just to open a box– just yank the top open and that should do it. However, for this example, the product is screaming “take your time, you spent a good amount of money on me.”

Meanwhile, function over form in packaging focuses on practicality and utility. This approach ensures that the packaging serves its primary purpose of protecting and preserving the product. For example, a rugged outdoor product might require durable and waterproof packaging. Another example of this would be almost all of the everyday things we use. We just open the cardboard from the top and that’s it.

The ideal approach often lies in a combination of form and function. The packaging should not only protect the product but also enhance its perceived value and appeal to consumers.

Design Choices That Reflect Your Brand Identity

Color psychology plays a significant role in packaging design. Different colors evoke specific emotions and associations. Choose colors that align with your brand’s personality and resonate with your target audience. For example, a luxury brand might opt for gold or silver, while a playful brand might choose vibrant colors.
Similarly, the typeface you choose can convey your brand’s personality. A serif font can exude elegance and tradition, while a sans serif font might convey modernity and simplicity. The typeface should complement the overall design and be easy to read.

Packaging is an essential component of your product’s success. By carefully considering form, function, color, and typeface, and other design choices, you can create packaging that not only protects your product but also attracts attention, conveys your brand’s identity, and drives sales. (GFB)