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Packaging Design: What You Need To Consider
Ever picked up a product solely because its packaging caught your eye? Or felt that rush of excitement opening a beautifully designed box? That's no accident. Behind those moments stands the often overlooked art of packaging design - the silent salesperson that can make or break your product before customers even try it.
Think about Apple's minimal white boxes that build anticipation with their clean lines and satisfying slow-open lids. Or the iconic Tiffany blue box that creates excitement before you've even seen the jewellery inside. Look at how Toblerone stands out with its triangular packaging, instantly recognisable among a sea of rectangular chocolate bars.
Most businesses spend countless hours perfecting their product while treating packaging as an afterthought. Big mistake. The truth? Your customers judge your product quality in under 8 seconds, all based primarily on its packaging.
The Basics of Effective Packaging Design
You're standing in your kitchen, trying to open a package. Your fingers slip, nails bend, and frustration builds. We've all been there. That moment directly affects how you feel about what's inside, before you've even tried it.
Now flip the scene. You receive a package that opens with a satisfying pull. The texture feels premium against your fingers. The contents are perfectly nested inside, making you pause to appreciate the care taken. That's the real impact of good packaging design.
Think about who will buy your product and what they care about. A parent might prioritise childproof medicine bottles, while a busy professional might value single-handed opening mechanisms.
What do Your Customers Value Most?
It's a psychological game. Research from Salve Regina University found that younger Gen Z shoppers, despite their willingness to research extensively online, have an attention span of just 8 seconds when making in-store decisions. But that final moment at the shelf happens in an instant for all age groups. Within that tiny window, your packaging must communicate quality, safety, and value.
"I bought it because the packaging looked cool" – how many times have you said or heard that? We're wired to judge books by their covers, despite the old saying warning against it.
And this isn't just about aesthetics alone. Ever wrestled with those impossible-to-open blister packs that UK electronics come in? Or struggled with a jar of Marmite until your palm was red? Functionality matters just as much as looks. The perfect packaging strikes a balance between these elements:
● Brand identity - Does it feel like 'you'? A luxury watch in cheap plastic wouldn't make sense
● Protection - Will your delicate product survive shipping and handling?
● Usability - Can a real human being open it without tools or tears?
● Information - Are the essential details clear without overwhelming the design?
● Distinction - With so many similar products, does yours stand out?
Think your current packaging is good enough? Look at what customers actually do. A recent report by packaging firm WestRock found that 55% of consumers have switched to a different brand because of a new packaging design innovation. That's more than half your customers potentially walking away if a competitor steps up their packaging game.
And the influence goes even deeper. Another survey revealed that 81% of consumers tried something new simply because the packaging caught their eye. Your product might be fantastic, but if your packaging doesn't grab attention, most shoppers will never discover what's inside.
Packaging Design Tips You Can Actually Use
So far, we’ve talked about why packaging matters, but let’s get practical. Creating great packaging design can feel overwhelming if you don’t know where to start. Luckily, there are ways to simplify the process.
Know Who You’re Designing For
Packaging works best when it matches your customer’s lifestyle and values. If your ideal customer really does care about reducing waste, then sustainable packaging design is a must. Look into recycled cardboard boxes or reusable containers that people actually want to keep around. It’s good for the environment and quietly builds loyalty with customers who appreciate brands that match their own standards.
Eco-Friendly Packaging Is Hot
Searches in the UK for custom packaging boxes and sustainable options have skyrocketed over the past year, according to Google Trends data. Customers actively prefer brands that offer eco-friendly packaging. Meeting this growing expectation makes your product look smart and relevant, and something people actually care about.
Clarity Beats Cleverness Every Time
Have you ever given up on a product because the packaging was too hard to figure out? Small fonts, busy graphics, and confusing language are big turn-offs. Keep your product packaging design clear and simple. Simple visuals, bold colours to highlight key features, and easy-to-read text helps customers quickly understand what you’re selling. It makes choosing your product an easy decision, not a chore.
Design for the Unboxing Experience
People love to share their experiences online, especially when something feels personal. Think about the popularity of unboxing videos all over social media. Packaging that’s easy to open, includes personal touches, or has a unique design gets shared organically. Custom packaging boxes with personal touches like coloured tissue paper or a handwritten note encourages customers to post online. It’s free marketing.
Test Your Packaging with Real People
It’s easy to get too attached to your own ideas. Testing your packaging design with others often shows you things you may have missed. Hand your packaging prototype to different people and watch how they interact with it. Ask real questions like “Was it easy to open?” or “Does this grab your attention?” Their honest answers will give you insights to refine your design before it hits the shelf.
Add Impact with Colour Psychology
When you choose colours for your packaging, you're sending a message. That message sets a mood or creates an expectation. Blue conveys trust and reliability. Red grabs attention and stirs excitement, perfect for products where customers are likely to make an impulse buy. Green naturally aligns with eco-friendly or wellness-focused brands. You want those feelings to match your brand's personality and what your customers expect from you.
Typography Matters
Typography can tell a customer a lot about what kind of product they're dealing with. Elegant, serif fonts suggest luxury or tradition. Clean, sans-serif styles are modern and straightforward. Whatever you choose, readability has to be your top priority. If customers can't easily read your product details, they'll just move on. Clear, easy-to-scan typography lets customers absorb the information they need without a struggle.
Don’t Fear White Space
White space is what gives your design some breathing room. It keeps the customer's eyes from feeling overwhelmed. Packaging loaded with text and graphics can cause decision fatigue. Using generous white space focuses attention exactly where you need it - on your brand name, logo, or that one product feature that really matters.
Shapes Matter Too
The shape of your packaging can influence how customers perceive your product. Rounded edges feel friendly and inviting, making them great for personal care items or kids' products. Square or rectangular shapes communicate reliability and practicality. Unique shapes, like hexagonal or cylindrical containers, instantly differentiate your product on crowded shelves. Match that shape to how you want customers to feel about your product, and you create instant recognition.
Pass the 5-Second Test
Customers decide in seconds whether your product is worth their time. That's why the five-second test is so important. Show someone your packaging for five seconds, then take it away. Ask them what they recall. If they can clearly mention your brand, what the product is and why it stands out, you're on the right track. If not, adjust your packaging until that first impression sticks.
How to Create Packaging for a Product That’s Actually Sustainable
Sustainability isn’t a buzzword anymore, customers really care about it, and your packaging design should reflect that. But creating genuinely sustainable packaging design is more than slapping a green label on standard boxes.
If you really want to do it, you should start by choosing materials with a clear environmental benefit. Custom packaging boxes made from recycled cardboard or kraft paper look great and are easily recyclable. You could also look into compostable materials or plant-based plastics which appeal directly to eco-conscious customers.
Product packaging design should also be practical, not just eco-friendly. Balancing strength, quality, and environmental impact is key. Your packaging has to protect products throughout shipping and delivery, so test your eco-friendly materials thoroughly to make sure they meet these standards.
Some Quick Packaging Design Tips for Sustainable Options
- Go for easily recyclable or compostable packaging materials.
- Label your packaging’s recyclability so customers know what to do with it.
- Design custom packaging boxes that minimise waste by fitting your product perfectly.
- Look for innovative options like algae-based inks or biodegradable wraps to show you’re serious about sustainability.
At Aura Print, we offer sustainable packaging solutions and unique printing finishes. So your packaging isn’t just responsibly sourced but beautifully made too.
Ready to Create Packaging That Makes Your Brand Stand Out?
Your packaging design is your first handshake with customers, so it’s important to get it right. Aura Print specialises in custom packaging boxes, sustainable packaging design, and innovative printing techniques that truly set your products apart.
With decades of combined industry experience, our print experts know exactly how to bring your ideas to life, whether you're designing for luxury, practicality, or sustainability. From our bespoke in-house design services to our wide selection of unique finishes, including metallic foils, textured papers, and environmentally friendly materials, we offer solutions you won’t easily find anywhere else.
