Use Advertising On Your Packaging Design
When we say advertising, the first thing that comes to mind is TV commercials, newspaper, magazine and billboard advertisements.
However, do you know that you can also put advertising on your packaging box design? When customers look at the advertisement on the packaging box design, It will influence the customers to buy your product. If it is done correctly, the impact of advertising on packaging box design is very effective.
If you can incorporate advertising concept into your packaging box design, it will give you the added advantage to sell your product.
Show Advertising in Packaging Box Design
Diabetic wound will take a long time to heal and it can be fatal if nothing is done about it. What wound patients eat might not be sufficient for wound healing. This supplement will compliment the nutritions needed for wound patients.
We discussed with the client and came out with the idea of using puzzles of a human shape for the packaging box design. It represent that the supplement in like puzzle, it will restore the missing pieces on the human body.
Although not showing any would images, but when wound patients look at the packaging box design, they can tell that the supplement is for wound healing. We used red to represent wound and because it is an eye-catching colour.
We then adapted the puzzle advertising idea to leaflet, magazine and backdrop design. When doctors and would patients see the human puzzle, they will recall the product and brand immediately.
Tell a story behind the brand
BOH and Lipton tea were very popular In Malaysia but they were consider international brand and the price is higher. Client wanted to target the Malay rural consumers and to show that it is made in Malaysia and the taste is as good as them.
The first visual element that come to mind was the nice landscape of tea plantation, especially in Cameron Highlands. You can see tea plantation all over the hillside as you drive up to the Cameron Highlands.
We designed the tea plantation like the shape of the tea leaf and put in a nice image of a glass with tea spilling out to make the product look exciting. It makes the customer feel that the tea leaves are fresh, it is a local brand and they are buying a good value product.
We also gave the product a Malay brand name ‘Bayu’, which means wind. Drinking this will make you feel relax and enjoyable.
Tell a story behind the brand can influence the customers to try your product. In fact, after they have tried Bayu, many choose to buy it because the packaging design is nice and they feel confident about this product.
Choose the right strategy
You must also know who is your target audience. There were 2 brands of hot chocolate in Malaysia long time ago which were MILO and Ovaltine. They were using different strategy to advertise their product.
MILO understand that they are a sweet drink, and children love hot chocolate. So they focus their strategy on children. They use sport to show that after drinking MILO, children will be healthy and active in sport.
Today MILO is the top selling hot chocolate in Malaysia. They put sport illustration on the packaging to emphasize their unique selling point. Everyone remember the green packaging colour, the logo and it is related to sport.
On the contrary, the other brands were struggling to find their market in Malaysia. They cannot use sport because the advertising have make most consumers recall MILO when sport is mentioned.
Choose the right strategy for your product. Customer will remember who you are. What you can do? What is your benefit?
Your logo and brand image
One of the main advertising rule is always make your logo prominent. The first thing that customers should notice is the logo on the packaging box design. Do not let any other design on the packaging outshine your logo.
Select a brand colour that can relate to your product. ‘MILO’ colour is green. If you understand colour psychology. Green represent health and growth. Which is why MILO used green to show that your children will grow up strong and healthy by drinking MILO.
Ovaltine colour is Red. Although consumers can remember their colours because they have been around for ages, but choosing the right colour to show that you are a healthy drink have make MILO untouchable.
Be single minded
If you use advertising on your packaging box design and feel strongly that your strategy is correct. It is not necessary to use print finishing such as foil stamping, spot UV lamination or embossing and debossing.
Why do I say that? The print finishing is attractive but it will take away the attention from the advertising on the packaging box. You can maybe use a touch of foil stamping so your packaging look exclusive.
Like a sport car you try and put in extra accessories such as sport rims, side skirts and wind spoiler. Too much accessories like ‘fast and furious’ sometimes can make your sport car look ugly and not practical. Always remember the main feature is still the car engine.
Be single minded. Make customer focus on the advertising. Highlight the unique selling point of your product and it will be sufficient.
Conclusion
The Creative Director I work with years ago does not want to look at the design, he wants to know what is the strategy of your packaging box design.
Advertising on packaging box design can sell your product. Choose the right strategy, used the right colour, logo and brand name will make the customers remember your brand and they will always come back for more.