Many different important components of marketing can make a big difference for a product. However, one of the most important is not discussed that often. That, of course, is packaging. Packaging can create a huge psychological impact on the consumer. In certain cases, it can make or break a sale. Overall, it’s important to make your packaging as attractive as possible. Below are some strategies for doing so.

Send It to Focus Groups

One thing needs to be clear regarding packaging, not everyone has the same sense of aesthetics. Just because you think your product’s current packaging is attractive does not mean consumers will agree. The tastes and preferences of consumers can also vary greatly when comparing different markets. One good strategy for finding out what consumers think is to send your packaging to focus groups. The feedback you receive can help you tinker with the packaging design and improve your product’s viability in a specific market.

Use Professional Packaging Designers

In regards to the packaging design itself, don’t simply hand the project off to someone in your office who may or may not have actual artistic talent and design skills. Instead, stick with actual packaging designers that create packaging for well known brands that sell in high volume. You need that professional touch to gain the trust of consumers. If your packaging looks or feels generic or unprofessional, many consumers may assume you are also offering a subpar product.

Go Digital With Your Printing

To create attractive packaging, you also need to consider other factors beyond the design itself. How that packaging is printed is also extremely important. Low quality print-runs on packaging will create ugly packaging that may even be hard for consumers to read. Instead, use digital printing services. Digital printing, such as from Eastman Kodak Company, will allow you to print packaging with much higher resolutions and deeper color depth than would possible with other options.

Try to Differentiate Your Packaging From Competitors

While going too gimmicky with packaging can certainly be off-putting, one of your goals regarding attractive packaging design should be getting the attention of consumers. If your packaging looks too similar to your competitors, this can be much more difficult. Instead, try to differentiate yourself enough that your packaging “pops off the shelf” when a shopper is looking for a specific kind of product.

Packaging design is one of the most basic forms of marketing. However, it’s an extremely important one that can have a huge impact on a consumer’s decision of whether or not to buy a product. Make creating attractive packaging for your products a priority for your business.


Lizzie Weakley is a freelance writer from Columbus, Ohio. She went to college at The Ohio State University, where she studied communications. In her free time, she enjoys the outdoors and long walks in the park with her three-year-old husky, Snowball.