{"id":9243,"date":"2021-11-05T07:00:00","date_gmt":"2021-11-05T15:00:00","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=9243"},"modified":"2021-10-26T17:18:06","modified_gmt":"2021-10-27T01:18:06","slug":"winner-winner-packaging-design-dinner-how-to-make-your-brand-stand-out","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/winner-winner-packaging-design-dinner-how-to-make-your-brand-stand-out\/","title":{"rendered":"Winner, Winner, Packaging Design Dinner: How To Make Your Brand Stand Out"},"content":{"rendered":"\n<p class=\"has-drop-cap\">When you go grocery shopping, what do you see?<\/p>\n\n\n\n<p>Okay, okay, that\u2019s not really a fair question because you probably see what sometimes feels like a million different products all competing for your attention\u2014and your wallet. But it\u2019s probably fair to say that when you\u2019re perusing the aisles of your local grocery retailer, it\u2019s the products that are packaged in interesting ways that grab your attention.<\/p>\n\n\n\n<p>Packaging is obviously an essential part of the consumer packaged goods (CPG) industry. Not only does it keep products from spilling all over store shelves, shopping carts, and you (hopefully), it\u2019s also a key component in customer engagement and creating loyal buyers. Simply put, says Kevin Keating, President of <a href=\"https:\/\/app.rangeme.com\/suppliers\/current\/services\/design\/service-providers\/hangar12\">PKG<\/a>, \u201cPackaging design makes your brand stand out on the store shelves and online. It helps persuade customers to buy your product.\u201d<\/p>\n\n\n\n<p>Creating a winning packaging design isn\u2019t always an easy task\u2014but it is an important one. We\u2019ve put together some insight from experts on packaging wins and woes, and how suppliers can develop outstanding packaging that will make consumers sit up and take notice.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Packaging today<\/strong><\/h2>\n\n\n\n<p>Trends in packaging are changing as more and more consumers seek out brands that align with their personal values. David Molo of <a href=\"https:\/\/app.rangeme.com\/suppliers\/current\/services\/packaging\/service-providers\/paper-tube-co\" target=\"_blank\" rel=\"noreferrer noopener\">The Paper Tube Co<\/a>., says that a lot of packaging has become more earthy and organic looking, with a craft feel, often made from natural and recyclable materials. Reducing waste in packaging is also on-trend. \u201cEverybody is moving away from plastic\u2014that\u2019s a big thing,\u201d Molo notes, which is a boon for The Paper Tube Co., since their tubes are paper-based. \u201cThere is a lot of movement toward minimal packaging, no single-use plastic.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1504\" height=\"1132\" alt=\" Paper Tube Co.\" class=\"wp-block-jetpack-slideshow_image wp-image-9250\" data-id=\"9250\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.08.47-PM.png?auto=format%2Ccompress&amp;w=1024&amp;h=1024&amp;fit=crop\" srcset=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.08.47-PM.png?w=1504 1504w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.08.47-PM.png?w=300 300w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.08.47-PM.png?w=1024 1024w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.08.47-PM.png?w=1200 1200w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.08.47-PM.png?w=1300 1300w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.08.47-PM.png?w=1320 1320w\" sizes=\"auto, (max-width: 1504px) 100vw, 1504px\" \/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\"> Paper Tube Co.<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1246\" height=\"1166\" alt=\" Paper Tube Co.\" class=\"wp-block-jetpack-slideshow_image wp-image-9251\" data-id=\"9251\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.06.01-PM.png?auto=format%2Ccompress&amp;w=1024&amp;h=1024&amp;fit=crop\" srcset=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.06.01-PM.png?w=1246 1246w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.06.01-PM.png?w=300 300w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.06.01-PM.png?w=1024 1024w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.06.01-PM.png?w=1200 1200w\" sizes=\"auto, (max-width: 1246px) 100vw, 1246px\" \/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\"> Paper Tube Co.<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1708\" height=\"1036\" alt=\" Paper Tube Co.\" class=\"wp-block-jetpack-slideshow_image wp-image-9252\" data-id=\"9252\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.05.23-PM.png?auto=format%2Ccompress&amp;w=1024&amp;h=1024&amp;fit=crop\" srcset=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.05.23-PM.png?w=1708 1708w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.05.23-PM.png?w=300 300w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.05.23-PM.png?w=1024 1024w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.05.23-PM.png?w=1536 1536w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.05.23-PM.png?w=1200 1200w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.05.23-PM.png?w=1300 1300w, https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-5.05.23-PM.png?w=1320 1320w\" sizes=\"auto, (max-width: 1708px) 100vw, 1708px\" \/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\"> Paper Tube Co.<\/figcaption><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>Packaging that steps outside the box\u2014pun intended!\u2014is also making waves with consumers.<\/p>\n\n\n\n<p>\u201cIf there\u2019s one word to describe current trends, it\u2019s \u2018bold,\u2019\u201d says Nick Holmes of <a href=\"https:\/\/app.rangeme.com\/suppliers\/current\/services\/design\/service-providers\/antlur\" target=\"_blank\" rel=\"noreferrer noopener\">Antlur Design &amp; Development<\/a>. And boldness is showing its face through various forms, from geometric shapes, bright or flat colors, and patterns. \u201cSeeing illustrations and illustrative typefaces make a comeback is immensely refreshing since they add a lot of personality to a brand,\u201d Holmes says. It\u2019s a contrast to the ultra-clean aesthetic that was pervasive in the branding world.<\/p>\n\n\n\n<p>Keating is also seeing textured packaging trending. \u201cHow your package feels in the customer\u2019s hands can invoke emotions about the product inside,\u201d he explains. \u201cFor example, a glossy box with an embossed brand logo is exciting to open because it symbolizes a premium product.\u201d And, he adds, consumers look to packaging as a signal of the quality of the product inside, and it\u2019s your packaging that sets you apart from the competition.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What to avoid when picking packaging<\/strong><\/h2>\n\n\n\n<p>When thinking about packaging design, it\u2019s just as crucial for suppliers to consider what to avoid when it comes to packaging, as what to include. For example, choosing packaging that is dated or no longer on-trend may not appeal to consumers, and, notes Keating, changing your design too much may make your product unrecognizable to loyal customers.<\/p>\n\n\n\n<p>\u201cDon\u2019t economize your packaging. It\u2019s okay to minimize the amount of packaging materials you use and alter the size of the packaging to some extent. But avoid dramatically changing it,\u201d says Keating. He adds that packaging for a particular product that is noticeably smaller may make customers question whether the quality has diminished.<\/p>\n\n\n\n<p>And don\u2019t go with lesser quality packaging just to save a few pennies, Holmes advises. \u201cOne of the biggest setbacks I\u2019ve encountered for a product is skimping on the quality of the packaging,\u201d he says. \u201cFive cents per package can certainly add up to a small business, so this is not a recommendation to spend yourself into oblivion, but the potential for better shelf presence and presentation can (and usually does) lead to better sales.\u201d Companies that put extra care into how they present their product typically end up raising both consumer confidence and their own profitability. Holmes notes that in his work with Bella Terra\u00ae Organic to redesign their durum wheat and whole wheat pasta packaging, cost was a factor, since the product was being shipped from Italy. Research showed that switching from a lay-down bag to a box would convey a higher quality product and felt more organic. What\u2019s more, he adds, \u201cA stand-up box also has much better shelf presence, so more people would see the product in general. The minimal increase in cost of packaging led to a 27% sales increase over the next year.\u201d<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<figure class=\"wp-block-jetpack-image-compare\"><div class=\"juxtapose\" data-mode=\"horizontal\"><img loading=\"lazy\" decoding=\"async\" id=\"9247\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-2.26.24-PM.png?auto=format%2Ccompress\" alt=\"\" width=\"628\" height=\"584\" class=\"image-compare__image-before\"\/><img loading=\"lazy\" decoding=\"async\" id=\"9245\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2021-10-26-at-2.21.41-PM.png?auto=format%2Ccompress\" alt=\"New Bella Terra packaging\" width=\"1030\" height=\"1192\" class=\"image-compare__image-after\"\/><\/div><figcaption><em>Original bag design from 1997<\/em> versus the new box design<\/figcaption><\/figure>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n<p>That\u2019s not to say that brands should never change their packaging. In fact, Keating encourages brands to embrace change through using elements that will positively impact the packaging, whether that\u2019s color, materials, or packaging structure.<\/p>\n\n\n\n<p>\u201cMake sure the new packaging does not lack a \u2018wow\u2019 factor,\u201d Keating says. \u201cConsider using special printing or updating the brand logo. The key is for the packaging to stand out from the competition in a way that reflects the quality of your brand and the product inside.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The makings of a packaging winner<\/strong><\/h2>\n\n\n\n<p>Ultimately, creating a winning packaging design comes down to one thing: Your brand.<\/p>\n\n\n\n<p>\u201cIt depends on you as a brand, knowing your audience, and designing something that speaks to them,\u201d Molo says. \u201cOne design and one look for one brand could be a winning design for all brands in that category. It means that you have to understand who your core audience is, what they react to, and how they differentiate your brand.\u201d<\/p>\n\n\n\n<p>Holmes agrees, noting that a \u201cwinning\u201d design could be anything\u2014as long as it\u2019s tailored to the product, \u201cwhich in turn means tailored to the consumer,\u201d he says. But regardless of the design, all packaging needs clarity, he adds. \u201cYou have 3 seconds to capture your intended buyer. Make it count!\u201d<\/p>\n\n\n\n<p><em>Need product packaging help? Access our complete list of packaging and design experts in RangeMe Services <a href=\"https:\/\/app.rangeme.com\/suppliers\/current\/services\/packaging\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.&nbsp;<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Creating a winning packaging design isn\u2019t easy. Learn how packaging design can help your brand stand out on the store shelves and online.<\/p>\n","protected":false},"author":38,"featured_media":9254,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[2584],"tags":[38,471,37,746,745,2646,36,741,744,2343,657,30,32,44,27,743,26,747],"class_list":["post-9243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-best-practices","tag-consumer-goods","tag-consumer-packaged-goods","tag-cpg","tag-creative-packaging","tag-design-tips","tag-how-to-succeed-at-packaging-design","tag-innovation","tag-packaging-design","tag-packaging-design-tips","tag-packaging-tips","tag-product-packaging","tag-rangeme","tag-retail","tag-retail-trends","tag-small-business","tag-stand-out-packaging","tag-supplier","tag-unique-packaging"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Winner, Winner, Packaging Design Dinner: How To Make Your Brand Stand Out - The RangeMe Blog<\/title>\n<meta name=\"description\" content=\"Creating a winning packaging design isn\u2019t easy. 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