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Your product’s packaging is just as important as the product itself. Packaging has a huge effect on consumer buying behavior. According to research by market research company Ipsos, 72% of Americans agree that a product’s packaging influences their purchase decision. This is more than television and digital ads combined! A great packaging design can drive your sales and build customer loyalty to your brand, while also attracting new customers in point of sale situations. It's pretty simple: the better the design of the packaging, the more likely it is that a consumer will buy it. This is where the handiwork of an experienced designer comes in.
To celebrate National Packaging Design Day this year, we followed up with our designer Jim to find out what new design insights have come from the past year when, particularly, food packaging has been critical.
With such a surge in delivery and take-out this year there has been a big jump in secondary packaging that goes beyond the typical delivery bag. I’ve seen places offering no contact delivery put their standard delivery bag in a corrugated box to be left at the doorstep. These types of additions give the packaging the protection it needs to exist outside, for that added time.
Of course, grocery delivery and meal kit services are still growing. Packaging that maintains the cold chain is more important than ever. It’s been neat to see these projects develop at Rocket Industrial along the way. These aren’t necessarily brand new innovations but the demand has caused people to consider their alternatives at a faster pace. There’s no change in customer behavior when it comes to expecting your food to be just as fresh.
As far as graphics go, minimalism and bold typography are still kings for grabbing people’s attention on the shelf. Check out your local grocery store craft beer section. The styles really work because they drive your focus directly to the matter at hand.
Rocket Industrial’s team of engineers and designers can make your custom packaging come to life. Work with us on your next packaging project.
I’ve been drawing since I could pick up a pencil. In high school, I learned about design as a profession at a career day and I’ve been working at it since then. I went on to study graphic design in college and have been in the field since graduation.
What are the key components of a great packaging design?Great packaging design, specifically retail packaging will have what’s known as blink factor. It's the design elements that come together to make the packaging pop off the shelf and differentiate the product from the others next to it.
What is a typical project like?When a need for packaging design is identified, the process starts with information gathering. The questions we ask our clients are meant to align the design with their overall goals for the product. From there we move on to brainstorming ideas and creating tons of sketches. Producing concepts and testing are the next steps. Then, refining the design and working with the clients to make sure everything is perfect before we begin production.
How do you think packaging design will change in the future?Current trends point to pushing the utility of packaging itself. Disposable utensils built into food packaging or more effort given to create a more sustainable solution. Rocket Industrial makes this a high priority with its mindset of 'Packaging With Less'… less waste.
What are you passionate about besides your work?Apart from design, I spend my free time practicing more traditional art. You’ll also find me gaming, riding my bike around the state capitol in Madison, working on DIY projects, or at a local art gallery.
Need a custom packaging solution? Our team works to find a balance of material, design, and structure to make sure your packaging is as effective as possible. Whether you need-custom sized boxes, more edge protection, or new branding, we can make it happen.
