Revealing secrets to create a design that sells!

Have you ever wondered what drives us to make a decision to pick say a packet of coffee from the two options available, provided that the price and the flavor are the same? What is that element that makes us pick a product just by looking at the packaging?

We are always told not to judge a book by its cover, but the reality is, most of the time we judge a book by its cover and decide whether to read it or leave it.

Through personal experience, (and also through observation) I know that we pick a product primarily on the basis of the aesthetics and the information printed on the package. Both of these factors highly depend on the market and what is currently in "trend". Knowing the market well and defining a customer avatar is the core, regardless of what business we are into, but let's talk design today.

Speaking of the market, an in-depth analysis is crucial to understand the ideal client base for the project we are working for. At the brand level, it is the market research that drives all the important decisions for the product including its package design, logo, graphics, the information that needs to be printed on the package, and the theme.

Even the smallest of a visual which is supposed to be put on the package is curated after weeks of in-depth research. Market research is crucial to let us know about the customer pain points, their needs, and interests so that we can effectively showcase the benefits and solutions on the package, and also to narrow down what is working for the brand in terms of color, aesthetics, graphics, and logos. Branding and packaging are exceptionally important, especially if the product is sharing the shelf space with another brand.

Packaging is more than just a layer to protect the product or a pretty face for the product, it is a powerful marketing tool designed to attract customers.

Along with understanding the target audience and the target demographic, a crucial factor that designers should understand is psychographics. This is because it is important to understand that just because a customer belongs to a certain demographic group, it is not necessary that they believe or follow certain customs, cultures, or beliefs that may be part of the ethnicity, generation, or any other characteristic which represents the group.

Other factors such as a person's life experiences, and personal opinions have a great influence on preferences and demand. Therefore, along with studying the demographics, learning about the ideal customer's interests highly assists the designer in creating an ideal package design.

It is through extensive market research, a deep understanding of the ideal client avatar, and a complicated mix of design elements that a package design communicates the value to a large group audience in order to attract the customer. Successful package design nudges the customers to see themselves and their desires.

Regardless of how powerful visual communication is in generation Z and how engaging a brand might be, customers are always looking for "something deeper". In order to help a brand perform better in the market, as a designer, we must tap into that "something deeper" by creating designs that pull all the emotional strings so that users trust the brand.

It really is not that difficult to curate an effective package design, but if there is not a trigger for emotional change, then it does not matter how aesthetically pleasing a piece of work is, it is ultimately worthless.