The average consumer might think that he or she shops based on logic and practicality, but that’s usually not the case. A lot of subconscious work goes into how the average consumer chooses a product from a store shelf or an e-commerce page. These choices may be made in seconds, even when people tell themselves they are “browsing.”

According to business logo design UK, effective packaging design knows the consumer and lets them feel like they’re making a smart choice. It’s a lot to ask of effective packaging design, but brands know that design can make or break a product. Here are the six most important parts of good packaging design.

The 6 Principles of Effective Packaging Design.

  • It must get people’s attention

The design of an effective packaging design doesn’t have to be the loudest on the shelf, but it does need to stand out by capturing the essence of what makes the product unique. Shapes, colors, angles, and textures are all important. Even brands that are proud of their simple or effective packaging designs usually make them so that they are different from others and may stand out because they are simple or elegant

  • It must be clear about the brand and what it’s for.

Even the cheapest, most generic brands make it clear what they are and what they are for. If they don’t, no one will buy them because they won’t know what they are. Even though the cheap brand may just say “Tomato Sauce,” all other brands must make that clear as a starting point for how they design their packaging. If people don’t know what a product is and what it does, they won’t buy it.

  • It should make you feel something.

Emotions and memories are closely linked, and brand packaging designs that make people feel something are easier to remember than those that don’t. Different people may feel different things. Some brands might make people feel nostalgic, happy, or inspired, for example. Marketing that appeals to people’s emotions works better than marketing that just talks about the features and benefits of a product. This is because the emotional parts of the brain are important for making long-term memories.

  • Impact on shelf

From a shopper’s point of view, a product is never seen by itself or in great detail. Because we are far away from the shelves and the items are lined up in rows and columns, all we can see are patterns made of different items. We don’t decide to look more closely until a certain pattern catches our eye.

“Shelf impact” is what stores call the way a product stands out and looks when it’s on a shelf, and it makes a huge difference in how well it sells.

  • Authenticity

Originality, personality, and ease in remembering are the things that make great brands and effective packaging designs great.

It’s easy to see why, since there are so many products on the market all trying to get people’s attention. The never-old way to make your brand stand out is to be unique and real.

Since this is a matter of creativity and exploration, it’s impossible to give advice on how to “be authentic.” This is especially true in the modern world, where people are exposed to a lot of different brands, looks, and appeals.

If you have to use a packaging design that looks too generic, use a unique style with strong “visual standards.”

For example, if everyone is using product photos, you could use illustration or design that is based on type. If everyone else is using a horizontal layout, try going up. If most of the designs are modern, try adding something retro with an eye toward quality.

  • It should be made for the people it is meant for

On a bag of cat food, you wouldn’t put a picture of a dog. Even though it isn’t always this easy to design for the target audience, it is important for brands to figure out who their packaging designs are for. Testing could show, for example, that the way a package looks makes it look like it’s “for women,” “for older people,” or “for people who know what’s cool,” and you should know this. If the design of your packaging doesn’t match whom you want to sell to, it’s probably time for a change.


The design of packaging must not only fit and protect the product, but it must also include required elements like ingredient and nutritional information, barcodes, and other things. At the same time, it has to appeal to customers, who often have dozens of other options. Because an effective packaging design is such an important part of marketing, it should never be an afterthought. Brands that make sure their packaging has all the key things people look for in packaging designs have an advantage over their competitors, whether they sell their products online or in stores.

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