Can Packaging Design Sell Your Product?
In Malaysia, when you visit a supermarket, you’ll find a wide variety of products, from canned food, snacks, and cereals to dairy products, coffee, frozen foods, fruits, and fresh vegetables. Almost every product comes in cans, bottles, or packaging and is displayed on rows of shelves. Each item has its own label and packaging box design, using various colors and styles to catch your eye.
It’s said that when a consumer picks up a product from the shelf, the chances of it making it home instead of staying on the shelf increase significantly. Because of this, many companies work to make their packaging box stand out to attract attention.
But can packaging box design really sell your product? To find the answer, let’s look more closely at the role of packaging design.
What Kind of Packaging Box Design Works?
To create effective packaging, you first need to understand what you’re selling and who your target audience is. Different products require different types of packaging to appeal to their specific audiences.
For example, if you’re selling a baby product, the packaging box should be colorful and friendly, using rounded fonts without sharp edges to convey safety and gentleness.
If you’re selling health or medical products, consider using light, clean colors with minimal, straightforward designs. Dark colors can be off-putting, as they might give an impression of negativity, while lighter shades can evoke a sense of cleanliness and health.
For household items like detergents or cleaning products, use colors and designs that convey freshness and cleanliness. Soft, floral colors can suggest that your products will leave a pleasant scent and make cleaning feel like a positive experience.
For food products like cooking oil, consider putting an appetizing image of a dish on the label, making consumers feel that their cooking will be delicious if they use your product.
If you’re unsure how to approach your design, try researching similar products online and getting inspiration from existing packaging designs.
What is a USP?
USP stands for Unique Selling Point. It’s the distinctive feature of your product that sets it apart from others. For years, marketers have used a product’s USP to influence consumer purchasing decisions.
When designing your packaging, whether it’s a label or a box, make sure to highlight your product’s USP. This makes it easy for consumers to identify what makes your product special and decide to buy it.
For example, Koka instant noodles from Singapore, a country known for food safety, emphasizes that their noodles are free from MSG, preservatives, and artificial coloring. While they may not be the best-tasting noodles, many consumers choose Koka for its perceived health benefits.
Another example is the Apple iPhone, which highlights its camera quality. Apple often showcases iPhone-shot images on billboards without even showing the product itself, embedding the idea in consumers’ minds that the iPhone’s camera is superior.
Adding Extra Benefits
Steve Jobs is credited with saying, “Good artists copy, great artists steal.” This isn’t about copying, but rather about building on what’s already out there and making it better. Do your research, understand what your competitors offer, and look for ways to enhance your product.
For example, if you’re selling vitamins, you could add ginseng for its energy-boosting and stress-relieving benefits. Or if it’s a skincare product, incorporating bird’s nest extract, known for its collagen-boosting properties, could make it stand out.
Prominent messages like “Extra 30% more” or “Twice as effective” can make your product more appealing. Don’t settle for being average—find ways to add value and highlight those benefits on your packaging.
Premium Product Packaging
Some products, especially those given as gifts, require more exclusive packaging box printing to convey value. These items should look luxurious and well-made to match the quality of the gift inside.
For example, if you’re buying chocolates for a friend’s child’s birthday, the packaging should look premium, not cheap. A black box with gold foil can make the chocolate feel like a special gift.
If you’re buying jewelry for a loved one, the packaging box printing should look as exclusive as the jewelry itself. Anything too basic will give the impression of lower quality.
Similarly, a retirement gift like a luxury watch needs a solid, well-designed box that not only protects the item but also serves as a keepsake.
For premium packaging, consider using print finishes like spot UV, 3D foil stamping, embossing, or debossing to give your packaging box an exclusive look. High-quality packaging elevates the product and significantly influences consumers’ buying decisions.
Proven Success
BOH and Lipton are two popular tea brands in Malaysia, but they are often considered too pricey by rural Malay consumers. A client of mine wanted to target this market with a new tea brand.
We named the brand “Bayu,” meaning “wind” or “air,” symbolizing a relaxing experience. The packaging featured a tea plantation shaped like a tea leaf and used a natural green color, which is popular with the Malay community. Today, Bayu is the top-selling tea in this market segment in Malaysia, proving that thoughtful packaging can influence consumers.
Final Thoughts
Marketing experts say to focus on quality over cost-cutting. Reducing expenses at the cost of quality can harm your brand. Don’t overlook your product’s packaging design—invest in thorough research, create a strong brand name, and design a visually appealing package. When you do, you’ll see your products flying off the shelves.