How to design a popular product packaging?

When most companies mention brand upgrade, they often talk about packaging, how to reflect the sense of grade and high-end of products. Packaging upgrade has become a key part of brand upgrade. Many companies are thinking about how to make a better packaging, how to make products more popular through packaging, and how to create more differentiated and popular product packaging. Next, let us explain from the following three points.

  1. Which products need to pay more attention to packaging

Practice has found that, whether it is to protect the product, facilitate transportation, or use, all products that need to be packaged by third-party materials need to pay attention to packaging. In addition to the above factors, the industry includes mass consumer goods such as cosmetics, skin care products, food, beverages, milk, soy sauce, vinegar, etc. Most consumers of mass consumer goods are mostly decision-making and perceptual consumers. The impact of packaging on the sales of products on terminal shelves (supermarket shelves, e-commerce platforms) is extremely critical.

  1. Popular packaging

A good and popular packaging can firstly attract the attention of potential customers, secondly, it can convey the unique selling point of the brand, and thirdly, the level of brand information is clear, and it can immediately explain what the brand does and has. what a difference.

For most consumer goods companies, packaging is the most fundamental and critical customer touch point. Packaging is a sales tool for a brand, it is also a reflection of brand quality, and it is also a “self-media” that enterprises need to pay attention to.

Most customers don’t really know a product, such as the composition and origin of Coca-Cola, and most customers know a product through its packaging. In fact, packaging has become an integral part of the product.

When an enterprise does packaging, it cannot just look at the packaging itself in isolation, but on the one hand, it needs to think about how to reflect the brand strategic information from a strategic perspective; on the other hand, how to establish an interlocking strategic operation system through packaging and other actions of the enterprise. In other words: Doing packaging must be based on brand strategic positioning, and it is possible to improve the active sales ability of products.

  1. Fivesteps to creating a popular packaging
    • Establish a global thinking for design

Packaging seems simple, but in fact, on the one hand, it is closely related to brand strategy, brand positioning, product positioning, marketing strategy, channel strategy and marketing strategy, and is the key to the implementation of brand strategy; on the other hand, packaging involves creative design, production and production technology. The operation process is relatively complicated.

Once the overall thinking is established, starting from the overall interests of the project, look at the problem from a global perspective, think and gain insight into customer demands and consumer needs, analyze and weigh the relationship between each other, grasp the essence of the problem, and think about the solution to the problem. From the perspective of the overall enterprise and brand strategy, we should think about how to help enterprises maximize the value of brand differentiation based on brand strategy, channel strategy and terminal competition environment.

In terms of specific strategy implementation, global thinking can help grasp the key from the whole to the local, from the strategic concept to the creative implementation, and avoid getting caught in the local details.

  • Build Shelf Thinking for Design

The essence of shelf thinking is to think about the specific sales environment of the product. This shelf can be a large supermarket shelf, a convenience store shelf, or a search result page on an e-commerce platform. Thinking about packaging without shelves is like working behind closed doors and out of reality. Shelf thinking is to think about how to organize brand content and how to design brand information from specific sales scenarios.

Practice has found that there are three main points in shelf thinking:

The first is to understand the consumption environment of the specific terminal, the customer purchase process, the packaging of the main competing products, and analyze the characteristics of consumer consumption behavior.

The second is to visualize the problem, systematically organize all the standards, decision factors, strategic concepts and ideas in the design process, analyze each design link through visualization tools, and find out which points need to be magnified and highlighted.

The third is to simulate the sales environment. By simulating the real shelves and displaying the main competing products, analyze which information is not highlighted from the perspective of customers. By simulating real shelves, it is possible to test whether key brand information can be efficiently identified and remembered by potential customers.

  • Establish three-dimensional thinking of design

The essence of three-dimensional thinking is to design packaging through multi-angle thinking and reflect the characteristics of packaging. Most of the product packaging we touch has multiple sides to convey information, including the packaging surface, front, back or sides, as well as the top and even the corners. The shape, material touch, and visual graphics of the packaging itself are all key elements that constitute the brand’s differentiated value.

  • Fully research and understand the market

Packaging should not be just conceived in the office, but to observe and think about the brand, product, channel and consumer relationship in the first-line market, and understand where the brand needs to be and how it can best influence potential customers. Without research, there is no right to speak, which is also suitable for product packaging. Any package does not exist independently, but appears on the same shelf as many products. How to find differentiated elements that can be highlighted for the brand has become the key to packaging design. Somewang will go to the first-line market for in-depth research before designing each product for customers.

Before starting the specific design, all strategists and designers of the project must go to the market to understand the real competitive environment of the terminal.

If a designer does not go to the front line of the market, it is easy to fall into personal past design experience. Only through first-line research and discovery can it be possible to create differentiated and popular packaging.

  • Determining the brand message hierarchy

The clearer the level of information and the stronger the logic, the more it can help potential customers to quickly understand the brand information and let customers remember the key information of the brand at a glance. Any product packaging has the following elements, including the main brand color, brand logo, product name, category name, core selling point, product pictures, etc. To get potential customers to remember a brand message, businesses need to first categorize that content.

Product packaging information is divided into three categories. The first layer of information: product name, product category information, function information, specification content; the second layer of information: brand information, including brand core value, brand trust certificate, etc.; the third layer of information: basic enterprise information, ingredient list, instructions for use .

There are two cores, one is the core communication content, including the brand’s core value, product differentiation selling points, and the brand’s main trust certificate, and the other is the core of visual communication, how to best suit the brand through design.

The packaging creative strategy is not simply to present colors and a piece of copy, but to think about how to improve the competitiveness of products in the terminal through packaging design. Including the overall visual tone of the packaging, core visual elements, auxiliary visual elements such as row, primary and secondary size, font feel, etc., packaging material structure, size, etc.

Based on brand, category, brand core value, brand trust certificate, product name, brand main color, systematically organize key brand information.


For most companies, packaging upgrade is the most basic and common upgrade, but many companies only upgrade at a single point, just to make it more beautiful and classy. In order to create a good packaging that can be welcomed, you first need to follow a few key steps mentioned above. Only by thinking about how to make the packaging spread the most unique value point of the brand from the perspective of the system and the height of the strategy can it be possible to improve the product sales force at the terminal.

Somewang aims to provide customers with one-stop cosmetic packaging production services.

Somewang makes packaging easy!

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