Six Things Product Packaging Must Accomplish

Woman reading ingredients on label

Anyone who has ever tried to sell a product can attest to how difficult it can be to get their product in front of customers and convert them to make the purchase. It is one of those concepts that sounds incredibly simple on paper yet turns out to be incredibly difficult when it is applied to the real world. Indeed, there are many studies showing that the packaging alone can make a significant difference in sales even if the product itself is totally unchanged.

There are many reasons why this is the case, but it ultimately boils down to a single concept. The packaging is your direct, face-to-face advertisement of the product that you are trying to sell. When a customer is walking through the store and they see your product, you only have 5 seconds for them to glance at your packaging and, in that timeframe, they will decide if they want to buy your product or not. The longer they have to spend thinking about their decision, the greater the chance that they will simply walk away.

In order to prevent this from happening to you and your product line, here are the six essentials things that your product packaging needs to accomplish:


Before diving into the aspects of packaging design, it is important to be reminded about the ultimate purpose of packaging is to protect the product. There are many factors to consider, depending on the product that you are trying to sell.

If the product is fragile, you need to find ways to keep it tightly packed in the container while protecting it from movement during the transportation process. Other factors such as temperature extremes, moisture, air exposure, and micro-organisms can also have an effect on your product.

The last thing you want happening is to have a consumer buy your product because of a compelling packaging design only to find that the product itself is damaged. This can damage the trust that they have for your brand. Even if you can resolve the issue with exceptional customer service and the customer in question raves about your ability to handle problems, having poor packaging sets a bad precedent for future scenarios.

Pachages in a bin


Your product is going to be placed next to all of its competitors. Have you designed the packaging so that it will visually stand out among the rest of them? This will require a lot of thinking outside the box and the willingness to take a risk by breaking traditional rules. Consumers are not going to buy what you are selling if they do not notice it in the first place.

If you have ever browsed for products and purchased one based on the attractive labels alone, you understand the power of standing out when it comes to product packaging.


There is no need for complexity. The most memorable brands in the world have very simple logos and slogans that people can recall in the blink of an eye. An effective packaging design will draw a consumer’s eyes toward it because it does not overload their visual senses with several complexities and intricate details.

This sensory calm will allow the consumer to further examine your product and make the decision to purchase it. Not only do you need to attract with simplicity, but you also need to explain with clarity.

If a young child is unable to look at your product and know exactly what it does from the packaging alone, you will not create a loyal connection with a consumer. When in doubt, assume that the shopper doesn’t know a single thing about your product and use the packaging as an opportunity to create a connection.


Once you have simplicity nailed down, you need to make sure that you are applying it to the correct things. When you nail down the few bullet points that will end up being displayed on your packaging, you want to make sure they are the absolute fundamentals that people in your industry are seeking.

Think of it like a hierarchy; people will look for certain words or topics first, followed by certain keywords. If you can crack that code, you have an effective packaging design!


In some scenarios, you may find the packaging that works well in one venue ends up being detrimental in a separate location. There are numerous factors that can come into play, which is why you need to relentlessly A/B test your packaging in each location until you find the one that best works for it. To put it in other words, the packaging that attracts online shoppers might not do so well in a retail store.

Cardboard package


Finally, it is worth noting that an increasing number of consumers are starting to gravitate toward products that show some level of friendliness to the environment. Eco-friendly packaging that can be recycled into newer materials is attracting a younger crowd, and it would be worth your time to find alterations of your packaging that can meet this criterion.

These are the six essentials to follow if you want to create stand-out packaging that is functional and attractive. Even if you can’t make your design follow all of these criteria, just following one of them will put you miles ahead of your competition. If you are ever having trouble, look at some of the current products that succeed with their packaging and take notes of any patterns that you observe. You might just find the perfect solution through inspiration!


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