Why is Packaging Important?

In the retail environment, the design of your packaging is just as important as the quality of the product that it represents. Your product’s packaging plays not only a functional role – ensuring the integrity and quality of your product from the time it is manufactured until the time it is unboxed for its ultimate purpose, but also a sales role. Your product’s packaging tells the story of your business – and the product it contains. 


The Role Labels Play

Labels are a critical component to any product’s packaging. The label is the ultimate storyteller – communicating everything a shopper needs to know at the point of purchase. The information your label contains should tell a shopper about your brand and the product – and ultimately convince your shopper that this is the product they need. 


Packaging Design Best Practices

When it comes to designing your label, keep in mind these general best practices:

  1. Readability: Your label should be easy to read at a glance. 
  2. Font: Choose a font reflective of the nature of the product while maintaining brand consistency.
  3. White Space: Research shows that shoppers actually like white space. White space creates a sophisticated and minimalist appearance. 
  4. Graphic design: Don’t skimp here. If you don’t have someone in house with the skills, hire someone. Illustration and color is a powerful way to speak to your customers visually. 
  5. Stand out: Your label design should be unique, bold, and creative. The goal is to not only stand out on a shelf – but to remain memorable long after your customer has walked away.
  6. Size: Be sure to consider your product’s shape and size to determine the usable space for a label. This will have a huge impact on the overall design of your label.
  7. Details: Your label should include everything you need your customer to know about your product – without cramming too much into a small space. Keep it short and sweet, and include your brand, the product name, and what your product is or does. Don’t forget important details like ingredients, expiration dates, and nutrition facts where necessary.  

Looking for more information on labeling your products? This blog is an excerpt from our “Startup’s Guide to Labeling,” a comprehensive guide to designing, sourcing, and applying labels to your products. 

Find the free white paper download here.