Even small design missteps can alter a consumer’s perception of the product. It is important for brand owners to watch out for these common mistakes:
Overloading the design: Too much text or cluttered graphics can overwhelm shoppers. If they can’t immediately identify the key selling points, they’ll move on.
Using the wrong colours and fonts: Hard-to-read fonts or clashing colours can make packaging look unprofessional or become visually lost on the shelf. Avoid using script-heavy or multiple fonts and colours that don’t align with the product category or the brand identity.
Ignoring visual hierarchy: If all text elements are the same size, the consumer will not know where to focus. A clear hierarchy of font sizes guides the eye and makes key information easy to see and comprehend.
Designing in isolation: Packaging should be designed with the retail environment in mind, not just on a screen. Brands should always test their packaging in a physical store setting. It helps to make a physical version of the package to see how it looks next to competitors, at different angles, under different lighting, to see how it stacks up against competitors on the crowded store shelf and how it looks to the consumer walking down the aisle.
How can brand owners be sure that their packaging design connects with the target audience?
It is helpful for brand owners to remember that their packaging design isn’t for the brand owners—it’s for the customers. These design principles help brand owners focus on the consumer:
Match consumer expectations and avoid misalignment of design: Understanding the style preferences of the target consumer and ensuring that the packaging design reflects the values and lifestyle of the target audience are important. A luxury product should look elegant and refined, while a fun, youthful snack might use bold colours and playful graphics.
Use research to validate design effectiveness: Competitive analysis and consumer knowledge is key to ensure packaging resonates with target consumers. Consider working with a company to conduct small focus groups or larger-scale consumer testing.
This advice is especially important for brands bringing ethnic or globally inspired foods to market. Eye Candy Design emphasizes the importance of presenting these products in a way that appeals to a broader audience while still honouring their cultural significance.
Why is brand consistency important?
A strong brand identity that comes through in packaging, website, and social media marketing helps consumers recognize and trust the products. Consistency builds recognition and strengthens the opportunity to build brand loyalty.
Key elements to keep consistent:
Logo and colour palette
Typography (fonts)
Text, claims and messages
Imagery and overall design style
When a brand is inconsistent a lack of cohesion can look unprofessional and unreliable and customers may not recognize or be interested in the product.
Final thought: How can well-designed artwork on packaging set your brand up for success?
Great packaging balances visual appeal, clear messaging, and brand identity. Avoiding common design mistakes—like overcomplication, poor hierarchy, and inconsistent branding—can make all the difference in grabbing consumer attention and driving sales.
Brand Spotlight
Who is your favourite early-stage Canadian CPG brand right now?
“Canada has some great emerging brands in the spotlight right now. One personal favourite is Cafezia coffee. While not exactly “early” stage, the brand has gained some serious traction since we rebranded the company about 4 years ago. I love this brand because of the culture it represents, and that is all in part to its owner, Jenna Goodhand. Jenna truly walks the walk of someone deeply interested in the wellbeing of her community, without using the buzzwords that others will quickly adopt if it helps their marketing. When a brand has an authentic leader at the helm, it speaks volumes to the longevity and quality of the brand!”
This article was originally published on https://venturepark.ca/