How to position your brand with the correct packaging

If there is a type of product which attracts us more for its packaging and presentation than for its components, formula or characteristics it’s beauty products.

The main goal of beauty and cosmetic packaging is to capture the attention of potential customers. How many of us are currently using daily skincare products and have no clue of the main components of the formula? We may know the basic ingredients of our skin care mask, but what really influences our purchasing decision when choosing a beauty product is its packaging, the brand communication through marketing that promotes the product and, all in all, the storytelling that the brands communicate to the consumer through their packaging.

Since packaging is part of the storytelling of the brand, cosmetic packaging needs to fulfill two main requirements: provide the necessary technical information of the products’ formula and proper use instructions and at the same time, transmit the values and storytelling of the brand to stand out from competitors and convince customers to buy their product rather than their competitors.

How can we design a good packaging?

A good packaging is one which reflects so perfectly a brand’s image that you don’t even need to see the logo to know which brand it belongs to. That is why it is so important to plan a strategy that aligns the brands’ image with it’s packaging and at the same time creating a design that is attractive, functional and reusable. The packaging must transform into a valuable part of the product.

In order to create successful packaging, you have to take into account multiple aspects. First of all, which is the product you are going to pack and second of all the target. It is very important that your package adapts to the target: it is very different to create a cosmetic product for teenagers than for adults, the package must be ergonomic for any public. The functionalities and brand image will be very different and so will be the packaging design.

Aswell as analysing the brands’ image and target, it is also important to analyse which competitors there are in the market in order to stand out and not have a similar packaging, since it would mean a problem for the brand.

A concept symbiosis

Packaging design is about the main design of the content but also the graphic design. Both complement each other and must be aligned: the graphic design of a package must depend on its shape.

Another aspect to take into consideration is the material that is going to be used since it’s not the same to decorate a plastic package than a glass one. The material will depend on the size and density of the product and also the fragility and resistance: if a product is fragile we will need a package that can prevent it from any possible damage.

And last but not least, we must ensure that the package is easy-to-use and intuitive for our main target. If we are designing a cosmetic packaging that is thought to be used by millennials who travel a lot, we need to design a smaller sized package that is easy to take away and has a safer opening system.

Changes in packaging trends

Although your packaging must represent your brand values and must be aligned with your communication strategy, you also have to take into account the different trends that are in the market and that attract more consumers.

Since the beginning of packaging creation, there have been numerous changes in the market and in the design sector that have influenced packaging design. That is why it is always interesting to know the latest trends and technologies in the design sector to adapt faster to the time to market.

One of the marketing trends that nowadays consumers expect from brands is creating experiences and sensations for the consumers. Brands no longer sell products, they sell values and experiences and one of the tools to create experiences is packaging. Think about how influencers use unboxings or how a cool package design can make customers take a picture and post it in their social media accounts.

Therefore, packaging must be thought to experience with all our senses, that is why we can now also find smart packaging that is easy to transport and focused on final users.

Another aspect to take into account is that sustainability is no longer a trend but a must have. Brands have to develop their eco-friendly strategy and, of course, this affects packaging. Thanks to the new european circular strategy and the customers demand for sustainable solutions, brands have no other option than to be sustainable.

Customisation to engage with clients

Customized packaging is a trend that consumers are also demanding from brands. According to a Nielsen study, 66% of customers prefer brands that offer customized products. If brands achieve to offer customized packaging that adapts perfectly to their customer, they will improve their engagement and stand out from other competitors.