Do you want to create engaging and unique packaging that makes you stand out from the competition? In this article, we have highlighted five key areas you should consider when creating your packaging for maximum impact.
There are a variety of ways you can use clever die cutting, apertures, closures and printing embellishments to create truly unique packaging. Sometimes the simplest changes can have the biggest impact on the shelf.
Effective printing embellishments are a quick and easy way to lift your packaging designs and create a multi-sensory experience for your consumer.
For example, the use of foiling, spot UV varnish, embossing and vibrant spot colours are great for highlighting key images, messages and logos by adding texture and depth to your packaging both visually and tangibly.
Some embellishments lend themselves to being more environmentally-friendly than others. If your brand is centred around green credentials, get in touch with our team to find out which embellishments will ensure your packaging remains 100% kerbside recyclable.
Choosing the best materials
This element can sometimes be over looked so it is worth considering your materials when you are designing your packaging. Consumers associate certain materials to different social messages. For example, if you are an ethical brand, choosing a textured uncoated recycled kraft board helps to support the brand’s green messaging. This packaging is often printed with vegetable inks, uncoated, matt, 100% recyclable and sometimes glue-free depending on the chosen packaging design.
In contrast, high-end luxury products are associated with glossy, smooth and silky textures. This is often coupled with striking embellishments like spot uv, embossing and foil blocking. Therefore, it is important to get your brand’s identity across in your choice of packaging materials by asking yourself, how do you want your packaging to look and feel for the consumer?
Another element to take into account is whether or not your packaging will be fit for purpose. Does your packaging need to be freezer-safe? Will it be used repeatedly or will it be single-use? Does it need to be strong enough to contain multiple products? These decisions will affect the thickness, style and robustness of the packaging material.
Die cutting and apertures
Apertures are an effective way of enticing your customer to buy your product by revealing some of what’s inside. Consumers generally don’t like to be surprised, so if they can see some of the product they are more likely to purchase it if they like how it looks. This is especially true for food products.
One of the best ways to create unique cut out shapes is by using die cutting. Die cutting enables unusual shapes to be created and cut out from your packaging without massively increasing your packaging costs. By being different, your packaging will stand out.
Die cut apertures look great when tied in with your packaging images or product. For example, Juniper & Bay have the shape of a salmon cut out of their wallets and Westmorland used animal shapes reflective of the meat products. This really adds a touch of luxury and makes them stand out when compared to a standard rectangular window.
Choosing the right colours
The imagery and printed words on your packaging are vital to get right. It is very important to make sure that any text is clearly visible and legible to the consumer.
Contrast colours are great at helping images and words to stand out so long as these colours align with your brand’s colours and messaging. If your brand uses vibrant colours, bright neon colours can be achieved by using pantone colours printed on a matt coating.
Have you ever been frustrated by how easily the packaging tabs have ripped or you weren’t able to reclose the packaging securely? Whilst a small detail, it shouldn’t be overlooked. The way a consumer interacts with your packaging all helps to convey your brand’s identity. Obviously, this is a very minor detail for single-use packaging, even though the closure mechanism does need to be secure to function properly.
There are many different types of closures available including magnetic closures, latches, tabs, staples and folded tuck ends to name a few. The type of closure you choose will depend on how many times it will need to be opened and closed, how easy is it to use when the product is being packaged and how easy is it for your consumer to access the product inside.
Everything is a balance – packaging needs to align with your brand identity and stand out whilst being cost effective and functional. Our team of specialists can bring your vision to life and can help you to create your unique packaging.Looking for inspiration? View our case studies