Dairy Product Packaging Design Tips
Eye-catching product packaging can help small brands compete against larger brands. A dairy products’ packaging is the ‘silent salesman’ and should be one big call to action.
In Good Form
Delivering your product to the consumer or retailer in one piece is the first important detail. The form and function of your dairy product packaging design is primary. Consider the transport method, weight costs, merchandising display, branding, and opportunities for benefit communication. All of these aspects are crucial for product samples.
Examples of creative, yet functional packaging, include:
- A window required so the product can be touched before purchase
- The box can be displayed standing or on a hanging merchandising system
- Box was designed with a lightweight, recycled card, which supports brand values
Never underestimate how easy it is to confuse a consumer. Helping the consumer better understand what your dairy product offers at a glance may be the single most important goal of your product packaging design.
Sometimes this is best achieved with a window or transparent area so the consumer can see the actual product. Alternatively, focus on communicating the unique selling point and a couple of product benefits. Once you can define exactly what the customer wants from your product, make sure the design clearly communicates it.
The Extra Mile
A product with a social conscious will always be more attractive to consumers. Most people love feeling like they can give to the community and are happy to do so if they don’t need to make much effort. Find a way to align your business with a cause, and display the logo proudly if you do.
Likewise, if you win an award, show it off! This helps with reassurance for consumers. Whether it is a highly prized endorsement or a small award, display it.
Beautiful dairy packaging is lovely but it does not mean sales will increase. Consumers are more likely to purchase the product if it fulfills their needs, so think about what is important to the consumer. Product sales will often benefit from offering a serving suggestion or displaying flavors. Imagery needs to entice the potential consumer so they buy the product.
Quality photography or illustrations are crucial to a good first impression. Never use amateur images. If you cannot afford professional photography, there are plenty of stock libraries to purchase images from at a low cost. If you have an unusual ingredient, a professional photoshoot may be more valuable than the cost of the shoot, especially if that ingredient is the unique selling point. Unique ingredients are not often available from photo libraries.
Stage the Costs
Do you have the kind of package that is very expensive to print on, such as a pouch, steel canister, or customer box? If you are finding that the cost is too prohibitive, you have two options.
- Try printing directly onto the substrate. This can be done overseas in a country like China. The main issue with this is that it will be a requirement to order in large quantities.
- Print labels first and plan for more expensive packaging in the future. A well-designed label can save you thousands. It can also give you a trial run to really nail what works for your product.
Compromise, wise decisions, and investing appropriately in packaging and product marketing in general may require you to think outside of the box. If you are on a tight budget, the skills and knowledge that come with professionally designed product packaging may be out of reach.
When product packaging and label design are done correctly, they will literally call out ‘buy me’ to consumers! Standing out on a shelf or online can help small brands compete against established brands.
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