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How to create packaging aimed at your audience

Think of your choice of packaging as a vehicle of delivery to your customers. For first-time purchasers, the container and design you use to present your product are crucial factors in earning their business.

One key objective of your packaging is to gain the attention of a potential buyer. There are several factors that contribute to the success of a package in gaining buyer attention, including the following:

  • Your packaging needs to make sense for the customer, both in first impressions and practicality
  • Your packaging must be visually appealing to your audience
  • The packaging material must be cost-effective
  • The packaging material must make sense in relation to the product

With countless packaging options available to you, choosing the right one for your product requires attention and strategic planning. You need to consider the product going inside the packaging, your audience, and how the product will be delivered.

What’s going inside the packaging?

While it may seem obvious, considering the contents of the package and how the product will be used should be your first concern, and stands as the most crucial step in deciding on the type of packaging.

How your product will leave its container should be taken into account when choosing a package or container. Here are some standard questions you should examine while in the process of conceptualizing your packaging:

  • How will your customers be dispensing your product?
  • How much of your product will a customer use at a given moment?
  • Should your product be dispensed in standardized units?
  • Will your container choice leave your customer straining to get the last bit out?

Think about the best way for the user to get the most out of your product. You could also consider usage after they have emptied the container. Will they be able to continue using the container in the future? Once you are able to answer these questions, it will be easier for you to figure out what type of container will fit the needs of your product.

Who is your audience?

At this point, you should have a good sense of the demographic that will be interested in your product. This is valuable information and should be leveraged to design a package that will appeal to your audience.

Occupation, location, and the setting where customers are using your product, all have an effect on the packaging you choose. Is your product intended to be used in an industrial setting, or is it an everyday household item? Certain professionals—mechanics, for example— might be less concerned with the design of your container. They will, however, likely be looking for large quantities of your product, so offering it in bulk-sized containers could be beneficial. Perhaps you uphold your product as one that is eco-friendly and environmentally responsible. If so, you should convey that in your packaging, both in the design of the label, and in the materials used. No two audiences will want the same thing, and as such, your packaging needs to reflect the group’s specific interests.

How is it being delivered?

Considering how your product will be presented and shipped can be a huge cost saver. If your product is going to be sitting on a shelf at a store, it would make sense to pay a bit more attention to the first-time appearance of your packaging. On the other hand, it might be worth taking a simpler approach to your design if your customer will not be seeing the packaging until it arrives at their doorstep.

If your product is being shipped, you need to consider the shipping method that you wish to employ. There are plenty of options for shipping items, and the method you choose will depend on both the volume you will be shipping and the protection needed to ship your product safely. For example, it would be unwise to ship a glass vase in a plastic mailing bag. You want your product to arrive in one piece, looking store-fresh.
As the creator of your brand, you know your product better than anyone. Ultimately, you are the person that decides how your product will be presented. If you need further help with your packaging, feel free to reach out to us.