Definition of Product Packaging

The way any product is packaged and looks on the store shelf plays a big part in whether or not shoppers will be interested in buying it. If the packaging looks drab and boring, shoppers will overlook the product on the shelf and pick up something else. There are several factors to creating successful product packaging.

Convenience

The first step after creating a product is to figure out how it will be packaged and presented to consumers. While this varies with different products, some issues to consider, besides material, may include whether the package can be opened easily, can be recycled, is small and compact, or fits enough of the product inside the box.

Graphics

The graphic design on a package is extremely important, because it is the visual design on a product's box that will initially catch the shopper's eye. With food products, it is often a picture of the food on the packaging that entices shoppers to want to give it a try. Products for kids, such as board games or video games, often show comical characters or the animated film character on their packaging to catch a child's eye.

Words

The wording on a box is just as important as the graphics and design of the box itself. Food products draw attention with low calorie numbers displayed prominently on the box. Electronics often list important features of the products on their packaging, such as disc capacity, screen size, special functions and more. The copy used should be minimal but informative.

Consumer Feedback

Once a package design is complete, it is a good idea to test the product packaging out with a focus group of consumers who will give a non-biased opinion. Improvements and changes can be made to the product packaging based on the group's comments.

Research Consumer Demands

Packaging may need to change over time because people's preferences and demands rarely stay the same. A good example is when the packaging of soda cans changed to more convenient pull-out boxes that are placed in the refrigerator.