News • 3 Key Components for Product Packaging

Pop quiz! Which matters more: The quality of what it is you’re selling? Or the appearance of the product’s packaging?

Answer: When it comes to the success or failure of sales, both the performance of the product and the visual appeal of its packaging are crucial.

Okay, okay. We admit: That was kind of a trick question, so if you got it wrong, don’t worry!  As long as you keep the following principles in mind when designing your product’s packaging, you’ll be sure not to fail.



The most basic function of packaging is protection.  If you have a quality product, then, of course, you want that quality to be maintained as your product travels from Point A to Point B.

Whether a product is in transit from the manufacturer to a warehouse, or a warehouse to a store, the packaging must ensure that the product is in tip top condition by the time it reaches its final destination. A sturdy packaging design will also guarantee that a product does not sustain any damage while it sits on a retail shelf, waiting to be sold.



Packaging also must fulfill the role of relaying important product information to consumers.  Packaging often answers key questions consumers have such as: What is the purpose of this product? Why should I buy it? Are there any directions I need to know? Warnings? What are the ingredients?

If there is information that consumers should know up front, a well-designed package will display this information in a way that is easy to locate, clear, and visually appealing.



One of packaging’s main responsibilities is to get your product noticed. When choosing a design for your product’s packaging, how it looks on the shelf—from the color to the shape—is crucial to attracting customers.

A unique or eye-catching design can easily draw a consumer from your product to another (or vice versa), so don’t be afraid to break the rules. Rather than try to blend in with the packaging of products similar to yours, work to stand out. Do something you’ve never seen before.

Don’t confuse “different” with obnoxious though. For example, you don’t necessarily have to use the loudest color just to get noticed. (Think: Neon orange.) Instead, consider how your package could be structured to improve the consumer experience. Or, create a design that could attract a shopper’s eye from a distance.

Consumers have a short attention span and are often in a hurry. Be sure your package is designed to capture their scanning eye!

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In conclusion, protection, information, and design are crucial elements when it comes to successful packaging. Lacking in any of these areas can make or break the maximum potential of your product sales, so it’s important to thoroughly do your research before you put your design ideas into action.

Of course, there are other principles to keep in mind when designing a product’s packaging—but, for this week, we’ll leave you with these three!