It is easy to say that people are after quality over aesthetics. In many ways, this is true. When people are buying products, they already know the brand they can trust. Therefore, even if the packaging is not appealing enough, they won’t care.
However, you should also not disregard those who prefer to judge the book by its cover. This is true,especially for first-time buyers. They don’t know exactly what you offer. They have no previous experience to help them in deciding whether they should buy or not. To these potential consumers, packaging design matters a lot. Therefore, you have to find a way to attract them. Take time in designing the package.
Understanding human behaviour
Stores are actually designed in such a way that people will prefer buying certain items over the others. For instance, items located on the top shelves are way more enticing as buyers don’t have to bend or go down. Whatever can be found at their eye level will most likely be prioritised.
The same thing is true when it comes to packaging. They don’t know which products to buy and they have no idea in terms of quality. They will only base their decision on which package ‘spoke to them’ the most. Perhaps, the brightest and most unique design can catch their attention. Others might prefer darker and more subtle designs. Understanding your target audience and their behaviour could help a lot.
Age group is important
Not all consumers are the same. Some products are meant for kids. They would be easily attracted to packages that are bright and filled with lovely images. Older audiences could not care less. They want something that is straight up. There are no gimmicks or tricks. The font size also matters for them. They want to easily spot the items they want to buy and so the font has to be large enough for them to see. Study the behavioural pattern of people you are targeting with your products.
Speak to them
There is no way for people to know what your product is actually like in terms of quality. You can only speak to them through the package. Invite them using colours and words. Use taglines that are appealing. Colour blending and blocking would also help to make the package stand out. A minimalistic approach can also help as some people prefer simpler and plainer designs.
Whatever you decide in the end, it has to be perfectly fit for the people whom you want to buy your products. You should also monitor the products once they have been released. Check if the people are more inclined to buy because of the new product package or not. Changes could be done again if people were not encouraged to buy.
In the end, though, the point is that some people really judge a book by its cover. There is nothing wrong with designing a product package that can help grab the attention of these people.
