This week, MAD Contributor-Freak David Caissie gets wrapped up in some package design ideas.
Fiction: Most consumers make very informed choices during a shopping trip, having studied competitors and analyzed the benefits of each product very carefully. They thoroughly weigh the pros and cons of each brand and make the best choice suited to their individual needs.
Fact: Life is insanely busy for the average consumer! Most have stressful jobs, families, kids activities, social engagements, and plenty more on their plate literally every single day. There is simply no time to read labels in depth, analyze facts and figures, and make a fully informed decision on every product you buy. Studies prove that people actually do very little of this when they go shopping and usually make purchases based on things like color, style, and instinct more than anything else.
Properly understanding this level of consumer purchase behavior in itself is key to creating unique and purposeful packaging. Below you will find three more key aspects of this concept that contributes to overall better branding.
- Keep It Simple – We’re leaving off the last word to this classic marketing adage to not offend anyone out there with potentially thin skin. Simple design normally wins out over cluttered packaging and flashy symbols, colors, and other marketing jargon. Many package designers make the mistake of thinking they need something flashy to catch someone’s attention, but in reality its simplicity that customers desire most. People get yelled at often enough at work and even at home for the most part. They don’t need their products to be doing the same thing.
- Create Differentiation – It’s easy to confuse simplicity with conformity. There are simple ways of creating differentiation that don’t offend anyone and don’t come off as loud or confrontational. The use of cusps here is an excellent example. Cusps are clearly defined, sharp images around brand logos and other package shapes that tend to stick out in a customer’s mind. They are clear separators that people tend to remember as opposed to rounded, smoother images that eye tracking studies have shown people to merely gloss over without any sustained recognition.
- Emotional Attachment – Unique packaging creates an emotional attachment. It has something iconic or memorable in its design. There may be an image of a person with a particularly engaging smile or direct eye contact. The truth is that people gravitate toward the product they see as more of a reflection of their personality. Use this element in your package design effectively to create a unique bond with them.
“The Mad House” helps to build brand image and unique packaging design with a wide variety of clients. We value your business and offer a unique blend of refreshing creativity, decadent design, affordable pricing, and elite customer service. Please contact us today for more information.