As time goes on, the capabilities of food packaging have extended massively. With so many brands doing what they can to stand out from the vast competition, thinking outside of the box is a necessity and we’ve seen some imaginative examples of successful marketing. We’re all exposed to hundreds, if not thousands, of brand communications every single day so finding your market share and making an impression is easier said than done. We’ve pulled together a top level guide to making your food packaging grab the attention of passers-by, whatever the nature of your business.
Table of Contents
Know your crowd
Everyone is different, with so many shopping habits and dietary preferences out there. By having an understanding of who it is you are trying to reach, you can tailor your approach to your audience and undertake some research into their preferences. Use language, colours and designs that align with your target market, establishing what will help you connect with them and build up a community of likeminded people through your brand image. As well as the aesthetics, consider your packaging from a functionality perspective. Will your customers want a luxury experience as they enjoy the unboxing process or are they looking for convenience on the go? By working towards your ideal customer, you are more likely to reach those who matter the most.
Add a human element
We all love feeling a sense of connection so avoid being a faceless brand and add some personality to your food packaging. Whether you are a sustainable brand who runs campaigns in the local community, a family run business who handmake each and every product or a fun brand who love to host regular events, show off your unique personality and win over the hearts of your customers. Engaging with your audience is an extremely effective way to generate some customer loyalty, so use your social media platforms wisely or encourage users to get involved in your next product launch.
Make use of your space
Consistency is key so put your stamp on everything you produce, paying attention to the finer details. All of your product packaging and any brand communications should be easily recognisable as yours, helping cement your brand image and make you easy to spot for those who are familiar. Your brand name and logo are a huge part of your business so ensure they are noticeable, whatever the nature of your product. Of course, if you have a range of product offerings then designs will differ accordingly but making sure that each design compliments the rest will help ensure your displays look professional and appealing.
Remove barriers
Especially for low involvement processes, eradicating any obstacles which may hold off a purchase can make all the difference. Complex packaging can be a huge game changer for many customers who are looking for an easy product that can bring some convenience. This also goes for the labelling and choice of words on your product; it should be immediately apparent what your product is as nobody wants to spend time working it out. Keep your packaging simple and concise, sticking to the essentials.
