Packaging design is more than the artwork on the product or the shape of the container. Packaging design includes many things. It can include the structure, durability or appeal. The packaging has to be able to transport a product safely, but, it has to be appealing to consumers as well. It’s important that the packaging design incorporates all elements when deciding which direction to take.
Packaging Design in Practice – Boxed Water is Better
For an easy example, let’s look at bottled water as a product in the beverage industry. In the United States, it’s readily available, cheap, and you can buy it anywhere. How could any company expect to stand out? That’s where packaging design comes in. Meet Boxed Water is Better. They are a Grand Rapids based company that has revolutionized the way water is marketed. In my opinion, the product design is more important than the product in this scenario. You can buy water anywhere – but not water like this.
Image Source: http://goo.gl/2qy30a
It also doesn’t hurt that one of their core principles is sustainability, which is a huge plus in the eyes of many consumers. They’ve established a corner in the beverage industry by taking a common product and completely rethinking the way it’s packaged and presented. If Boxed Water is Better can do that with something as generic as water, imagine what it could do for a more specialized, niche product. It’s more than just structure. It’s more than just durability and it’s more than just appeal. It’s a combination of all three. Inc. said it best in an product packaging article published in 2014:
“Remember, your product’s packaging is meant to communicate a purpose: what your brand stands for and what it means for your customer. Don’t miss this opportunity to create a lasting impression on the shelf and in the minds of your customers.”
At Praxis, we know what works and we have the tools to get your product in the right packaging. We have the network and know-how to find a packaging design solution for you.