Buying a Product for The Packaging

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Despite online shopping becoming more popular and some people beginning to prefer online shopping over going to a physical store, package design continues to be an important aspect of the product as a form of art and driving sales. Specifically in stores, products with unique package designs stand out on the shelves in comparison to their competing products on the shelves next to them.

The Art of Package Design

Once a customer purchases an item from the store or online, then that product instantly serves as art in their home. Johanna White makes note that “originality” and the design being “meaningful” is what makes package design an art form.

I can personally think of many times when I walked into a store or even when I was browsing things online where I saw packaging that instantly stood out from everything else and had a purpose to grab the viewer’s attention in a unique way. I see this frequently in package design for craft beer where the artistry and graphic design are on another level and shine in the market. It truly serves as an art form and stands out from everything else.

A specific craft beer design that stands out to me is the brand You Rock! which features bright and bold colors and graphics that vary on each type of beer but all have the same collective branding and feel on each bottle. The fun and eye-catching graphics say a lot about the brand itself without even having to say anything; the brand speaks for itself through the packaging which is what makes effective package design so essential and unique in the industry and to the consumer.

With package design, it is also essential to mention the importance of how information is delivered in a potentially small amount of space that is thoughtfully designed but also extremely effective. Package design can be seen as a “communication tool” between the designer/brand and the potential consumer where all of the necessary information about a product can be clearly seen while also standing out on the shelf.

How Package Design Drives Sales

On the opposite side of the customer buying a product for the packaging, it's equally important for the designer to consider how the packaging alone will drive sales for the company and brand as a whole against their competitors.

The ManyPixels blog says it best by emphasizing that “good package design is what sells your product,” and it’s that simple. People are drawn to things that are designed well therefore resulting in them purchasing it over another product that may not be designed as well.

Seven out of ten customers decide which product they will purchase according to their visual perception – the one that has an eye-catching design ends up in the shopping cart
— ManyPixels

It was also highlighted that “seven out of ten customers decide which product they will purchase according to their visual perception – the one that has an eye-catching design ends up in the shopping cart” (ManyPixels). This statistic continues to support the fact that eye-catching and effective package design equates to sales, while also generating brand awareness which also increases sales, so every aspect of package design always goes back to sales.

Hi! I’m Amanda Riha!

I’m a graphic designer with a background in advertising and psychology and have a passion for being creative and building connections with those around me.

When I’m not designing, you can find me reading as many books as I possibly can or spending time outside!

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