Packaging no longer simply serves a practical product protection purpose, and instead is now considered an important element in enhancing the overall customer experience. Helping to build brand recognition, packaging is arguably now just as important as the product, with over 72% of today’s consumers agreeing that packaging can influence their purchasing decision.

From communicating a brand’s personality, to defining a business from its competition, packaging performs a valued marketing function, reinforcing familiarity, story-telling and customer loyalty, while ensuring a product is instantly recognisable.

While we are all likely familiar with the importance of packaging within the premium/luxury sector, it is also an important component in delivering critical information for everyday products, from the freshness of foods, to ethical or eco-friendly data.

With so much at stake, how do you get it right? Team TEC give their golden rules on where to start when it comes to packaging design, with every step ensuring your business is remembered for all the right reasons.

Know your customer: What is the typical buying behaviour of your customer? How do they make their purchase decisions? What informs or drive their purchases? These are the answers you need to know to effectively communicate and engage with them via your packaging. It is essential to understand your customer profile, which in turn will help build the foundations of your packaging strategy.

Put your product first: Packaging should correctly represent, communicate and protect your product, and not just focus on the aesthetics. While this seems pretty straightforward, it can mean the difference between your product surviving its delivery journey, as well the likelihood of the customer making a repeat purchase.

Take into account your product’s size, durability and shape, as well as its composition. A delicate product may require additional protection, while a large or unique product will likely require a custom-made solution.

Information matters: The amount of information will differ depending on the business sector, however ensure your packaging contains the necessary details regarding your product. For example, the freshness of food products, ingredient details or any necessary warnings.This is key to customers, and is an essential requirement rather than a value-added benefit.

This also extends to the packaging itself, inform and educate customers as to how they can re-use or recycle discarded packaging. While helping to reduce global packaging waste, customers now expect to be able to discard packaging without harming the environment, so ensure these details are clear and easy to read.

Think green: There is a plethora of packaging materials now available, however with 65% of UK customers more likely to choose a product if it is in recyclable packaging, be sure to meet the demand for eco-friendly, green options. It is now the responsibility of businesses to drive positive environmental change,reducing waste and extending product life-cycles.

Get to know the green packaging options available, for example choose compostable over biodegradable solutions, and cardboard over plastics. Every small change makes a big difference in protecting our planet.

Work with the experts: The world of packaging is constantly changing, and working with industry experts will ensure your product is not only protected, but also correctly represents your brand and business. The right packaging partner should be able to support your business at every stage of its growth, as well as acting as a trusted extension of your organisation; advising on technical elements such as printing, quantities and materials.